Study on Public Cognition of NGOs from the Perspective of Legitimacy

Public cognition is the basic element of the legitimacy of NGO s and has an important influence on the development of NGO s, but it receives insufficient attention in theoretical research. This paper examines public cognition of NGO s by constructing a scale in the two dimensions of attribute and function and distributing 2,596 questionnaires in 29 provincial regions across China. The results show that the level of public cognition of NGO s is generally high; compared with attribute cognition, function cognition is at a higher level and more stable; in terms of internal structure, the non-distributive attribute and policy advocacy function are at the bottom of attribute cognition and function cognition, respectively. Individual characteristics, such as demographic characteristics, educational background, region, and type of their organization, have varying impacts on public cognition of NGO s in different dimensions. In addition, involvement, business connection, and training influence the level of public cognition of NGO s through function cognition. To further increase public cognition of NGO s and improve legitimacy of NGO s, focus should be on the dissemination of knowledge about NGO s, and public education in this regard should be continuously strengthened, so that the public can get a better and more comprehensive understanding of NGO s

China · Cognition · Function (biology · Legitimacy · Perspective (graphical · Political science · Politics · Public relations · Computer Science · Law · Nonprofit Sector and Volunteering · Psychology · Social Capital and Networks · Social Media and Politics