慈善捐赠的同伴效应:来自互联网募捐平台的田野实验证据  

Peer Effect in Charitable Donation:Field Experimental Evidences from an Online Donation Raising Platform in China

作　　者：王正位 向虹宇 朱怡哲 沈鹏 WANG Zheng-wei;XIANG Hong-yu;ZHU Yi-zhe;SHEN Peng

机构地区：[1]清华大学五道口金融学院 [2]北京师范大学经济与工商管理学院 [3]北京水滴互保科技有限公司

出　　处：《保险研究》2023年第8期95-111,共17页Insurance Studies

基　　金：国家自然科学基金青年项目(72203024,72103110);中央高校基本科研业务费专项资金(2021NTSS09)资助。

摘　　要：慈善捐赠是人类文明史上长期存在的一种应对风险的方式。本文利用国内大病捐助平台水滴筹设计田野实验,探讨在“数字技术+慈善”的新型募捐模式下,基于在线社交平台的捐赠的同伴效应。田野实验的结果发现,相对于不展示好友帮助信息的控制组,展示好友帮助信息的实验组的捐赠概率提升0.27个百分点。渠道检验的结果表明,项目本身信息披露程度提升、项目已有证实人数提升、好友捐赠金额降低会削减同伴效应的大小;展示好友帮助信息只促进小额捐赠,而不影响大额捐赠。这些结果说明,好友帮助信息可能为项目提供认证作用,且对潜在捐赠者施加了社会压力。本文首次为数字募捐场景下个人捐赠存在同伴效应提供了稳健可信的田野实验证据,为理解社交网络如何帮助普通居民抵御风险、提升应对风险能力提供了新的发现。Raising social donations is a way of risk relief longstanding in human history.Utilizing the critical⁃illness fundraising platform Waterdrop to design a field experiment,this paper explores the peer effect of charitable giving in the online social network under the new trend of“digital technology+charity”.The results show that directly demonstrating friends′help information can significantly increase the probability of donation by 0.27 percentage point.Further channel tests show that the increased informa⁃tion disclosure of the campaigne leads to more certifiers,and the decreased donation amount of friends would decrease the peer effect.In addition,demonstrating friends′help information only promotes small⁃sum donations and has no effect on large dona⁃tions.These findings suggest that friends′help information may provide certificates for the campaign and exert social pressure on the potential donors as well.This paper is among the first to provide robust and credible field experiment evidences for the peer effects in personal donations in the context of Internet⁃based charitable giving,and offers new findings on how can social network help ordinary people to defend against risks and enhance their risk handling capability.

关 键 词：慈善捐赠 同伴效应 田野实验 数字慈善 社会募捐 

分 类 号：F062.5[经济管理—政治经济学]