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A social computing approach to the cause diffusion for individual donor's trust damage

In the network structure with interaction of virtual and real worlds, the interaction modes have been changed deeply between person and person, or between person and society, which makes the diffusion of the key cause resulting in individual donor's trust damage show the characteristics of dynamic, quickness, interactivity, and become unpredictable and difficult to control, and thus lead to trust crisis of the non-profits because of their massive polarisation effects. Therefore, in order to effectively reveal the dynamic process and complex rule of the cause diffusion for individual donor's trust damage, this study, focuses on the perspective of interaction among individual donors, adopts the social computing method to establish SQR simulation model. The results show that the cause diffusion for trust damage of the individual donors is obviously divided into five stages including precursor, breakout, spreading, relief and terminal, and this dynamic evolution characteristics are closely related to the attributes of the individual donors attitude, influence, credibility, conformity and spread desire and the attributes of the cause for the trust damage importance, ambiguity, timeliness valve and spread strength, which plays an important role in effectively repairing the trust damage of the non-profits.