Charity has the function of alleviating social contradictions and maintaining social order in social construction and development，Therefore, in recent years, it has been highly valued by the party and the government。Starting in 2016，Six laws related to charitable laws related to the Charity Law of the People's Republic of China have been promulgated.。The report of the 19th National Congress of the Communist Party of China emphasized the need to improve charitable cause。The government's promotion allows my country's charity to develop rapidly，At the same time，The increasing development of Internet technology provides unlimited development space for charity，Internet fundraising has become the mainstream fundraising method of charity organization。but，There is still some improvement space for the operation of online charity，For example, the supervision is not enough、Operation specifications need to be strengthened、The trust of the donor is easy to be eliminated，These existing problems all trigger a crisis in trust。In a sense,，Trust is the core of charity，It reflects the essential relationship between donors and charity organizations，Donors to trust charitable organizations are the decisive factor for their willingness and behavior。Therefore，Exploring the connotation of the trust of online charity donation should Bet365 app download be theoretically to improve the foundation for improving the charitable cause of the new era。

As early as the 1950s，Psychology、Sociology、Economics、Political Science and Law, and marketing discussions on trust，Therefore, there is a different theoretical source of trust concept。Sociologists believe that trust is the relationship between people or people or systems，Economists will consider trust as calculated。Compared with it，Psychologists discuss trust based on the attributes of the believer and the believer，and focus on the internal cognitive process of people，I think trust depends on the cognitive choice of others，Trust is considered the belief of early development、expectation or emotion。According to the perspective of cognitive psychology，Trust refers to the reliable and automatically implies that you are fragile，Therefore, trust decision has certain risks。Based on vulnerability、Related risks and possibilities of emphasis，"Psychological -Economics Orientation" defines trust as "Perception of Trust and Trust and Goodwill"，This definition states that credibility or expectations and goodwill that can be rely on is the two features of trust。Trust of Cognitive Psychology, then evolved into a "psychological -sociology" point of view，Trust is considered "willing to rely on a confident exchange partner"。The concept of trust in "psychology -sociology" involves the intention of psychological dimension and the behavior intention of social dimension，Considering the combination of individual beliefs with individuals' perception and behavioral Bet365 app download intentions of the organization，Very suitable for the analysis of the level of "individual -organization"。"Psychological -Economics Orientation" and "Psychological -Sociology" views: "Psychological -Economics Orientation" is more focused on problems，Whether the other party will provide a service，"Psychological -Sociology" view is more concentrated in an individual's attitude and behavior to another individual or more trustworthy others。In other words，"Psychological -Economics Orientation" is relatively more concerned about the impression left by the believer to the Shin Fang，"Psychological -Sociology" view more attention to the impression of Shi Xinfang's behavior of potential believers。

Trust has risks、Income and expectations characteristics，Game games therefore was introduced to trust research，It is favored by cognitive neurosteners due to its quantitative and repeated progress。Cognitive neuropathexists will further expand game trust game experiments，Develop the dilemma of prisoners、Protection game、Repeated trust game、Three Trust games and 蜈 games and other variants，Through experimental research on these variants，Discuss the brain function positioning and psychological process of trust from the neural cognitive process。Walter and others discovered，When the intention involved in social interaction，The frontal leaf layer of the human brain will be activated。In fact，When people foresee but do not actually do social interaction，The cortex of the frontal lobe will also be activated，The frontal leaf cortex seems to participate in the psychological thinking process of future social bet365 best casino games interaction。Crug and others through online trust game experiments，It indicates that the prefrontal cortex involves the generation of trust relationship。Dimoca uses brain function magnetic resonance imaging technology to test the psychological process of trust，I found it inside the brain，Trust and tail nucleus (related to expectations for active rewards)、Shell core (related to the prediction of rewards) and the higher activation of the forefront cortex (related to predicting the behavior of others)。Klin and others carried out a meta -analysis of the research results of decision -making behaviors in 27 uncertain situations，Pointing out the forehead orbital return is the main area for calculating uncertainty。The results of cognitive neuroscience research show，There are four brain areas related to trust，is the brain area related to rewards; brain areas related to emotions; brain areas related to social functions; brain areas related to logical reasoning and decision -making，Research results of these brain areas and its corresponding functions: Trust contains expected、Risk、Inference and emotional ingredients。Therefore, Crug and others define trust as one party based on the expectations of the other party，willing to take a certain risk，Psychological process of getting positive results in the future。

The definition of the trust of cognitive neuroscience and the definition of the trust of donors in the field of charity。Donor trust is usually defined as "Trust is a belief，believes that charitable organizations/institutions and members will not use the weaknesses that are prone to damage to stakeholders，bet365 best casino games They are fair in all the transactions、Reliable、Being competent and moral "。It is not difficult to see，Both emphasize "risk" and "expectation"。

Human brain has disgusting emotions for risk instincts，Then inhibit the donor's trust generation of charity organization。Introduction to independence、Professional and authoritative third -party certification and evaluation mechanism，Reduce donor risk cognition。Third -party certification and evaluation mechanism that is not disturbed and can really play，First of all, it must be a civilian institution independent of charitable organizations and government，There is no connection with the government and charitable organizations and has a strong professionalism。The institution passes a scientific indicator system and a operable evaluation process，Regular identity qualifications to charity organizations、Professional degree、Organizational performance、Disclosure of Good Models、Publicity of information for information，Forming professional、authority、Confused and comprehensive system、Precise and in -depth charity evaluation report。other，Evaluate the operating efficiency and performance of the charity organization participating in the evaluation on a regular basis and implement the level of real -time ranking，To promote the effective allocation of charity resources，Guide social resources flowing to high efficiency charitable organizations。Third -party evaluation and certification system can reduce the risk cognition caused by the asymmetry of the donor information，It is conducive to donors to bet365 best casino games generate trust psychology。

Improve the government -industry — a comprehensive regulatory system，Reduce Charity Organization Opportunity Acts。Opportunious behavior refers to those behaviors that do not consider the interests of others for their own interests，Reflects the selfish psychology of opportunity or self -interest。When the charitable organization does not pay attention to the interests of the donor or other stakeholders，is an opportunity acting behavior。such as，Charity Organization will use good funds for personal interests of organization members，or contrary to the interests of the stakeholders，Or ordered the good model as his use。Opportunities are also closely related to deception，If hidden、Disclosure is incomplete or distorted information about the helping person，Consciously mislead others，Opportunious behavior will bring a negative emotional experience to the donor，suppressed its trust generation，significantly affects its trust in the charity department。Therefore，Must build a government -industry — a comprehensive regulatory system，Implement government supervision、Internal governance of charitable organizations、Charity Industry Supervision and Social Supervision，Full of national power、Combination of social power and citizen rights，Give full play to government supervision、The characteristics of seamless connection of industry supervision and social supervision，Create charitable organization opportunist behavior without empty can drill、There is nowhere to be available，Maximum reduction of negative emotions generated by bet365 best casino games donors due to risk cognition affects their trust generation。

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