摘要：AbstractDonation in various service channels of financial institutions helps people in need and makes great impact on social charity. The purpose of this paper is to analyze impact factors of donation behavior by customers of financial businesses.Before, the questionnaires of this research were designed, interviews with customers were conducted first for the purpose of constructing effective questionnaires. Then, questionnaires were answered by 205 bank customers. Correlation analysis, chi-square and Bayesian Network were used to test consumers' online donation. Correlation is used to described the degree of income and online donation. Meanwhile, chi-square tests and conditional probability are used to test whether there is a significant association between trust, online donation and donation fields. The findings are that the correlation between the average income and online donation as well as an underlying relationship between trust and online donation. Besides that, trust, brand image as well as average income of customer provide an explanation for their charity behavior and explores the role of key factors that influence on donation fields. There is a clear theoretical as well as practical understanding of online donation of bank customers and the effect of donation fields.
关键词：Bayesian Network Model;Trust;Image;Income of customer
