人们为什么给慈善事业捐款?基于西方主流营销学术期刊文献的研究发现  

Why People Donate to Charitable Causes? The Findings Based on Reviewing Literature Published in Western Mainstream Marketing Journals

作　　者：高勇强[1] 冯原霞 张丹[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《预测》2017年第4期75-80,共6页Forecasting

基　　金：国家自然科学基金资助项目(71372131)

摘　　要：本文对1980~2015年5月期间发表在西方主流营销学术期刊(SSCI检索)上的有关个人"慈善捐赠"的实证研究文献进行了系统整理和回顾。构成最终的研究样本是发表在15本营销学期刊的69篇文献。这些研究主要从捐赠者特征、受助者特征、慈善诉求、社会环境、慈善组织特征等角度,对影响个人慈善行为的因素、内在机制、背景条件等进行了较丰富的研究。本文的整理不仅能帮助我国营销学者了解西方有关个人慈善捐赠行为研究的基本概况,而且有助于学者们把握研究热点、洞悉研究不足,通过与我国国情相结合,促进我国相关研究的开展。同时,也有助于我国相关政府部门(如民政部)和慈善机构提升管理水平,促进我国社会公益事业的健康快速发展。This article reviews the empirical literature regarding individual charitable donation/giving which was pub- lished in western mainstream marketing journals during 1980 to May 2015. Through a filter procedure, our final sample consists of 69 papers published in 15 famous western marketing journals. In general, the antecedents of individual dona- tion or giving have been well researched in marketing. Prior studies have found a lot of factors that may affect individual donation, including the attributes of donors and victims, appealing methods, social contexts, and the characteristics of charitable causes and organizations. Through this review, we try to help marketing scholars in China to better understand the state quo and future directions of this line of research, to identify the possible gaps existing in prior literature, and to make specific contributions by considering the China-specific situations. Meanwhile, governments and charitable organizations could also benefit from this review by learning how to motivate people to donate.

关 键 词：慈善捐赠 慈善事业 营销学期刊 文献综述 

分 类 号：D632[政治法律—政治学]