亲社会行为动机视角下公益众筹信息分享行为研究  

Share or Not:Understanding Users'Sharing of Charitable Crowd Funding Information from the Perspective of Prosocial Behavior Motivation

作　　者：李武 李昕 毛远逸 Li Wu;Li Xin;Mao Yuanyi(Shanghai Jiaotong University)

机构地区：[1]上海交通大学媒体与传播学院,上海200240

出　　处：《新闻与传播评论》2021年第2期49-61,共13页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(19BXW090);教育部高校思想政治工作创新发展中心上海交通大学资助项目(DFY-LL-2020081)。

摘　　要：作为典型的亲社会行为,用户参与公益众筹项目包括捐赠和信息分享这两种具体行为,但当前社交媒体用户对公益众筹的信息分享意愿远低于捐赠意愿。研究综合助人成本收益模型与自我决定理论,将公益众筹信息分享动机分为自我满足、社会认可、时间与精力成本和感知社会形象损失四种类型,并在借鉴社会规范理论的基础上考察个体规范性影响敏感度的调节作用。利用问卷调查法,研究发现:自我满足和社会认可显著正向影响用户信息分享行为,时间与精力成本、感知社会形象损失显著负向影响信息分享行为;规范性影响敏感度对社会认可和感知社会形象损失与信息分享行为的关系具有调节作用。研究结果不仅对深入理解和有效促进用户对公益众筹项目的信息分享具有参考价值,而且可以借此特定案例帮助洞察个体亲社会行为动机及其对行为的影响。Drawing upon the cost-reward model of helping and self-determination theory,the present study proposes a conceptual model concerning individuals’pro-social motivation,which includes self-satisfaction,social approval,the cost of time and energy,and the perception of the social image damage.The study also introduces the susceptibility to normative influence as a moderator on the model based on the social norm theory.The results indicate that self-satisfaction and social approval have significant positive effects on users’sharing of charitable crowd-funding information,while both the cost of time and energy and perceived damage of social image have significantly negative effects on their sharing behavior.The sensitivity of normative influence moderates the relationship between social approval,perceived damage of social image,and the sharing behavior.The findings of this research can facilitate our understanding of Internet users’sharing of charitable crowdfunding information,thus helping us to effectively promote their sharing behavior.It can also add the literature about the motivations of people's pro-social behaviors and their impact on the subsequent actual behavior.

关 键 词：公益众筹 信息分享 亲社会行为 助人成本收益模型 规范性影响敏感度 

分 类 号：G209[文化科学—传播学]