An Analysis of the Behavior Driving Factors of Public Charity Based on BCOS Theory

There are still many problems in the development of charitable organizations in China, among which low public participation is the most serious. This paper starts with BCOS theory, and comprehensively uses marketing management theory to discuss how to drive public charity behavior from four aspects of benefit, cost, reference group and self-confidence. Results show that public's lack of confidence stems from a lack of understanding of charitable organizations, which needs to be solved from information dissemination and other aspects.