“随缘”募捐机制如何影响个人捐款行为?——基于线上实验的证据  

How do randomly generated donations affect donor behavior?——Evidence from an online experiment

作　　者：张雪 李婧 ZHANG Xue;LI Jing(Wenlan School of Business,ZUEL,Wuhan 430064,China;Laboratory of Experimental Economics,DUFE,Dalian 116025,China)

机构地区：[1]中南财经政法大学文澜学院,湖北武汉430064 [2]东北财经大学实验经济学实验室,辽宁大连116025

出　　处：《中国软科学》2022年第9期64-73,共10页China Soft Science

基　　金：国家自然科学基金青年项目“随缘捐款的行为助推机制:理论分析与实验检验”(71903022)。

摘　　要：随着我国移动支付的快速普及,互联网募捐成为一种重要的发展趋势。募捐平台涌现出许多新奇的募捐设计,其中“随缘”捐款是最常用的新募捐机制之一。通过随机对比实验的方法研究“随缘”募捐机制中小额捐款建议提示信息功能与随机代理决策功能对捐款率与捐款额的影响。实验数据显示,这两个功能都无法显著地提高捐款率,但对捐款人的捐款额选择有着潜在的引导作用。其中,小额捐款建议信息的出现显著地降低了捐款额。此外,研究发现提供随机代理选项可以削弱小额捐款建议信息对捐款额产生的负面影响。研究结果说明募捐平台在设计募捐机制时应该额外注意募捐机制各个功能的参数选取以及不同功能之间的交互效应。As mobile payment popularizes in China, online fundraising has become an important trend. Many novel fundraising strategies have emerged, including one we call “randomly generated donations.” This paper employs a randomized controlled experiment to examine how donor behavior is affected by two main design features of randomly generated donations: nonbinding small suggested donations and delegation to a random device. Our experimental data suggests that both features have no significant effect on the donation rate. Furthermore, we find that small suggested donations significantly reduced the donation size. We also find that a delegation device can partially offset the negative effect of small suggestions on the donation size. These results inform fundraisers that, when designing a fundraising strategy, they should carefully consider the parameter choice for each feature and the interaction of different features in affecting donor choice.

关 键 词：慈善捐款 募捐机制 助推 线上实验 

分 类 号：F069.9[经济管理—政治经济学]