慈悲為懷、濟弱扶傾精神自古有之，21世紀文明社會許多社福慈善工作非政府財力可支應，必須仰賴社會第三部門來完成，而第三部門重要財源之一來自民間捐款，因此了解民眾捐贈之影響因素是值得研究探討的題材。 本文首先從利他主義公共財理論、社會交換理論、項鍊理論等文獻資料導入研究主題，經由量化、質化研究分析，來研究影響民眾捐贈行為之因素，期盼研究結果有助於台灣社福慈善組織規劃更理想募款策略。

In the diversified society of 21st Century, ”Non-profit Organization” becomes very important in the economy society. It fills up the gap between the public needs and government supply. But there is a serous task, that is many NPO lacking of sufficient finance. The fund-raising by members and social support is one of NPO finance sources. Rich donation keeps NPO developing and operating. Therefore, how to obtain rich finance source is an important subject. Overall, this text is to research the influence factors of public donation, and hoping the research result can help NPO to construct tactic designs.