感谢反馈来源对捐赠意愿的影响:有调节的中介效应  

The Effect of Gratitude Feedback Sources on Donation Intention:A Moderated Mediation Model

作　　者：刘波[1,2] 马永斌[3,2] 鲁礼华 

机构地区：[1]宁波大学商学院,浙江宁波315211 [2]宁波大学现代管理研究中心,浙江宁波315211 [3]北京大学光华管理学院,北京100871

出　　处：《应用心理学》2016年第2期162-171,192,共11页Chinese Journal of Applied Psychology

基　　金：国家自然科学基金(71302084);浙江省自然科学基金(LQ12G02003)

摘　　要：本文采用实验法分析在信任缺失的情境下,慈善捐赠过程中感谢反馈有谁传递及如何传递等问题。结果发现,相比较慈善组织传递感谢,受捐者本人感谢更能增加人们的捐赠意愿,感知的社会价值在二者之间起到部分中介作用;事实信息调节感谢反馈来源与感知的社会价值之间的关系。结论表明,相比较慈善组织传递感谢,受捐者本人感谢更有效,只有在感谢反馈中包含事实信息时,受捐者本人感谢才可以增加人们感知的社会价值和捐赠意愿。The present study explores the questions of who and how to deliver gratitude feedback in donation process under the trust-lacking condition. Results show that compared with charitable organizations, the gratitude feedback directly from beneficiaries can increase individuals＇ donation intention ;individuals＇ perceived social worth partially mediates the relationship of gratitude feedback sources and donation intention; the relationship between gratitude feedback sources and perceived social worth is moderated by factual Information. Our results charitable organizations indicate that compared with , the gratitude feedback from beneficiaries is more effective, and beneficiaries＇ gratitude feedback including some specific factual in- formation can increase individuals＇ perceived social worth and subsequent donation intention.

关 键 词：感谢反馈来源 事实信息 感知的社会价值 捐赠意愿 

分 类 号：C930[经济管理—管理学]