捐赠型网络众筹中关系亲疏对捐赠金额的影响研究  

A Study on the Influence of Donor-recipient Relationship on Donation Amount in Online Donation Crowdfunding

作　　者：张莹 周延风[1] 高银彬 ZHANG Ying;ZHOU Yan-feng;GAO Yin-bin(Business School,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]中山大学管理学院

出　　处：《东北大学学报（社会科学版）》2020年第1期49-57,共9页Journal of Northeastern University(Social Science)

基　　金：国家自然科学基金资助项目(71872194; 71372153)

摘　　要：捐赠型网络众筹平台的兴起改变了传统的熟人慈善,但捐赠人同受助人的关系在捐赠型网络众筹中仍具有重要作用。聚焦捐赠型网络众筹情境,通过实验法,探究捐赠人与受助人关系亲疏对捐赠金额的影响机制。实证结果表明,捐赠型网络众筹平台中捐赠人与受助人的关系亲疏对捐赠金额存在两条影响路径,即当捐赠人与受助人处在疏远型关系时,捐赠人会通过自我提升动机进行捐赠;当捐赠人与受助人处在亲近型关系时,捐赠人会通过利他动机进行捐赠,并且与疏远关系相比,捐赠金额更高。捐赠人的道德认同和劝募人人际吸引力会调节捐赠人与受助人关系类型与捐赠金额的关系。The rise of online donation crowdfunding platforms has changed the traditional acquaintance charity.The donor-recipient relationship still plays an important role in online donation crowdfunding.This research focuses on the situation of online donation crowdfunding and explores the mechanism of the effect of the relationship between the donors and the recipients on the donation amount through experiments.The results indicate that in online donation crowdfunding platforms,there are two ways for the donor-recipient relationship to influence the donation amount.When the donor and the recipient are in an estranged relationship,the donor will donate through self-promotion motivation.When the donor and recipient are in a close relationship,the donor will donate through altruistic motives,and the donation amount is higher than that of the estranged relationship.Donor’s moral identity and fundraising people’s interpersonal attraction will regulate the relationship between the donor-recipient relationship type and the donation amount.

关 键 词：捐赠型网络众筹 关系类型 道德认同 人际吸引力 

分 类 号：C939[经济管理—管理学]