捐助者还是受助者?不同慈善捐赠主角与慈善捐赠类型匹配作用对捐赠行为的影响

摘要/Abstract

摘要： 有效的慈善呼吁方式是助推民众参与捐赠的主要手段之一。以往多数研究单独探讨了不同慈善呼吁主角对于潜在捐赠者捐赠行为的影响,然而,除宣传主角不同外,慈善捐赠类型差异也会影响潜在捐赠者的捐赠行为,但鲜有研究探究慈善捐赠主角与慈善捐赠类型的交互作用对于个体捐赠行为的影响。有鉴于此,本研究以慈善捐赠主角为切入点并结合不同的捐赠类型,探究慈善捐赠主角与慈善捐赠类型的交互作用对于捐赠行为的影响,并揭示了慈善捐赠主角人数对于该效应的调节作用。实验1A首先通过探索性实验验证了慈善捐赠主角与捐赠类型匹配会对不同捐赠类型的需求评估产生差异性评价,从而为后续捐赠行为的研究提供初步证据;实验1B通过线上问卷直接验证了慈善捐赠主角与捐赠类型的匹配作用对于个体捐赠意愿的影响;实验2通过实验室实验的真实金钱分配任务,进一步验证了慈善捐赠主角与捐赠类型的匹配作用对于个体捐赠行为的影响,并进一步阐述了慈善捐赠主角人数在上述匹配关系中的调节作用。通过研究以期为不同慈善类型的慈善呼吁主角应用策略提供实践性指导,从而提升潜在捐赠者的捐赠行为。

关键词: 慈善捐赠主角, 慈善捐赠类型, 慈善捐赠主角人数, 捐赠行为

Abstract: Effective charity appeal is one of the main means to promote public participation in donation. Previous studies have explored the influence of different protagonists of charity appeals on observers’ donation behavior, however, different donation types also affect the donation behavior of potential donors, but few studies have explored the impact of the interaction between charitable donation protagonists and donation types on donation behavior. This study explores the influence of the interaction between charity appeal protagonist focus and donation type on the donation behavior, and reveals the moderating effect of the number of protagonists. Experiment 1A firstly verifies that matching charity appeal protagonist focus and donation type would produce differential evaluation on the needs assessment of different donation types, thus providing preliminary evidence for the subsequent research on donation behavior; experiment 1B directly verifies the impact of the matching effect of the charity appeal protagonist focus and donation type on individual donation intention through online questionnaire. Experiment 2 further verifies the effect of matching between the charity appeal protagonist focus and the donation type on individual donation behavior through the assignment of real money in the laboratory experiment, and further elaborates the moderating effect of the number of protagonists. This study aims to provide practical guidance for different types of charitable appeal perspectives, so as to improve the donation behavior of potential donors.

Key words: charity appeal protagonist focus, donation type, number of protagonists, donation behavior

段珅, 刘凤军, 李园园, 孟陆. 捐助者还是受助者?不同慈善捐赠主角与慈善捐赠类型匹配作用对捐赠行为的影响[J]. 管理评论, 2023, 35(1): 187-198.

Duan Shen, Liu Fengjun, Li Yuanyuan, Meng Lu. Donors or Victims? The Effect of Matching Charity Appeal Protagonist Focus and Donation Types on Donation Behavior[J]. Management Review, 2023, 35(1): 187-198.

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