互惠规范与高校学生网络慈善捐赠意愿之间的关系:有调节的中介  

Relationship between Reciprocity Norms and College Students'Willingness to Donate Online Philanthropy:A Mediated Moderation Model

作　　者：朱瑞 王成城[1] ZHU Rui;WANG Cheng-cheng(School of Management,Anhui University,Hefei 230039,Anhui,China)

机构地区：[1]安徽大学管理学院,安徽合肥230039

出　　处：《兵团教育学院学报》2022年第6期31-38,共8页Journal of Bingtuan Education Institute

基　　金：安徽省教育部高校优秀青年人才支持计划项目(gxyq ZD2017008)。

摘　　要：为明确互惠规范对网络慈善捐赠意愿的促进机制,本研究以公共服务动机为中介变量,主观规范为调节变量构建了一个有调节的中介模型,重点考察了公共服务动机在二者关系中的中介作用以及主观规范的调节作用。以350名高校学生为被试,采用问卷法对其互惠规范、网络慈善捐赠意愿、主观规范及公共服务动机进行调查,使用SPSS 22.0和Amos 24.0进行数据分析和检验。结果显示:(1)互惠规范与高校学生网络慈善捐赠意愿存在显著的正相关;(2)公共服务动机在互惠规范和网络慈善捐赠意愿之间存在中介效应;(3)互惠规范对网络慈善捐赠意愿的直接预测作用及公共服务动机在二者关系中的中介作用均会受到主观规范的调节。研究结果不仅有利于从社会资本理论及计划行为理论的视角理解互惠规范与网络慈善捐赠意愿之间的关系,并且对引导大学生树立互惠意识促进慈善事业的发展具有启示意义。In order to clarify the promotion mechanism of reciprocity norm on online charitable donation willingness,this study constructs a moderated mediation model with public service motivation as the mediating variable and subjective norm as the moderator variable by focusing on the mediation of public service motivation in the relationship between these two roles and the moderating role of subjective norms.Taking 350 college students as samples,the questionnaire method was used to investigate their reciprocity norms,online charitable donation willingness,subjective norms and public service motives.SPSS 22.0 and Amos 24.0 were also used for data analysis and testing.The results show that:(1)there is a significant positive correlation between reciprocity norms and college students'willingness to donate online;(2)public service motivation has a mediating effect between reciprocity norms and online charitable donation willingness;(3)reciprocity norms have a positive effect on online charitable donations.Both the direct predictive role of willingness and the mediating role of public service motivation in the relationship between the two are moderated by subjective norms.The research results are not only conducive to understanding the relationship between reciprocity norms and online charitable donation willingness from the perspective of social capital theory and planned behavior theory,but also have enlightenment significance for guiding college students to establish reciprocity awareness and promote the development of philanthropy.

关 键 词：互惠规范 网络慈善捐赠意愿 主观规范 公共服务动机 高校学生 

分 类 号：G641[文化科学—高等教育学] D632.9[文化科学—教育学]