信息加工流畅性与真实性对互联网公益捐助的影响  

The interactive effect of processing fluency and information credibility on donation in the digital philanthropy context

作　　者：郑晓莹 韩润蕾 刘汝晗 徐菁[3] ZHENG Xiaoying;HAN Runlei;LIU Ruhan;XU Jing(Business School,Shenzhen Campus of Sun Yat-sen University,Shenzhen 518107,China;Business School,Sun Yat-sen University,Guangzhou 510275,China;Guanghua School of Management,Peking University,Beijing 100875,China)

机构地区：[1]中山大学·深圳商学院,广东深圳518107 [2]中山大学商学院,广州510275 [3]北京大学光华管理学院,北京100875

出　　处：《心理学报》2024年第2期226-238,I0013-I0020,共21页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(71972108,72372166,71832015);深圳市哲学社会科学规划课题重点课题(SZ2023A011);中山大学中央高校基本科研业务费专项资金(72140-31620001)资助。

摘　　要：在互联网公益情境下,囿于人际接触与沟通的缺乏,信息成为影响人们公益参与决策的最重要的因素。本研究探讨了信息加工流畅性与真实性对个体捐助行为的影响。通过4个实验,作者发现:当求助信息真实性不明确时,人们会将信息加工流畅性作为推断信息可信度的线索:信息加工越流畅,感知信息可信度越高,进而捐助意愿越高。当求助信息真实性得到核实之后,人们会将信息加工流畅性作为推断求助者困难程度的线索:信息加工越不流畅,感知求助者的处境越艰难,进而捐助意愿越高。上述研究发现不仅丰富和拓展了信息加工流畅性对道德行为决策的影响,同时也为互联网公益情境下个人求助及平台管理实践提供参考和启示。With the development of digital technology,internet-based fundraising platforms for charitable causes have played an increasingly vital role and provided convenience for both donors and recipients.However,due to a lack of interpersonal contact and communication in the digital philanthropy context,information becomes the most important factor that shapes individuals’donation decisions.Prior research mainly focuses on how information content affects donation behaviors,while insufficient attention has been paid to the role of information format in nudging donation decisions.Given this gap,we explored the impact of processing fluency on donation decisions,its underlying mechanisms,and boundary conditions in the digital philanthropy context.Based on the feelings-as-information theory and conceptual metaphor theory,we proposed that processing fluency and credibility cues interact to affect individuals’donation decisions.Specifically,in the absence of credibility cues,processing fluency positively affects individuals’donation intentions by enhancing their perceived credibility of the help-seeking information;in the presence of credibility cues,processing disfluency positively influences individuals’donation intentions by increasing their perceived hardships the help seeker is suffering.We conducted four experiments to examine our hypotheses.Experiment 1a(N=207)and 1b(N=103)utilized a one-way between-subjects design(processing fluency:high vs.low).The purpose of these two experiments is to test the causal link between processing fluency and donation behaviors and the mediation role of perceived credibility of information.Experiment 2a(N=300)and 2b(N=406)employed a 2(processing fluency:high vs.low)by 2(credibility cues:yes vs.no)between-subjects design.In these two experiments,we introduced credibility cues as a moderator;apart from the mediation role of perceived information credibility,we also examined the mediation effect of individuals’perceived hardships of the help-seeker on the relationships between proce

关 键 词：互联网公益 慈善捐助 信息加工流畅性 信息可信度 困难感知 

分 类 号：B849[哲学宗教—应用心理学] C91[哲学宗教—心理学]