亲社会行为机理可以促进医疗众筹项目筹资吗?——基于轻松筹的实证研究  

Do Factors Driving Prosocial Behaviors Promote Fundraising in Medical Crowdfunding?——Evidence from Qingsong Chou

作　　者：蒋志强[1] 王逸明 汪鹏 周炜星[1] Jiang Zhiqiang;Wang Yiming;Wang Peng;Zhou Weixing(School of Business,East China University of Science and Technology,Shanghai 200237,China)

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《中国管理科学》2024年第4期227-236,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72171084,91746108)。

摘　　要：医疗众筹通过社会捐赠解决重疾患者的医疗费用,因此识别影响众筹项目筹资绩效的关键因素对缓解患者家庭燃眉之急有重要意义。本文利用轻松筹125893个医疗众筹项目的高频数据,从发起者、项目本身、支持者和亲社会行为机理四个维度探索中国医疗众筹项目的影响因素。研究发现,与其他类型的众筹类似,医疗众筹发起者的社会网络、社会资本和项目质量对筹资绩效有正向作用;项目筹款周期对筹资绩效有负向作用,目标金额过高会降低项目成功率,但与其他筹款绩效正相关。区别于其他类型的众筹,驱动亲社会行为的内在机理在医疗众筹的筹资过程中也起着至关重要的作用。女性、儿童和癌症患者更易激发公众伸出援助之手,使得他们的项目筹款能力突出;来自高收入地区的项目和创建于春节期间的项目也同样具有较强的吸金能力;过分地强调家庭的负债情况则会抑制筹款。本研究的结论不仅可以为项目发起者提升筹资效率提供有效策略,还可以为缓解网络捐赠的区域不平衡提供解决思路。Medical crowdfunding solves the problem of lacking medical expenses for poor patients with severe ill-nesses though online donations.Thus,finding the key factors to improve the fundraising performance is of great significance for patients and their family.Here,with the high-frequency data of 125,893 medical crowdfunding projects on Qingsong Chou in China,these factors are uncovered from the perspectives of creators,projects,backers,and prosocial behavior mechanisms.Differing from previous studies,the variables of prosocial behavior mechanisms are defined from the perspective of help-seeker's characteristics,benefactor's ability,and external environment.The linear regression model and logistic regression model are employed to check the validity oftheseprosocial factors.It is found that social network and social capital of creators and project quality have a postive effect on the fundraising performance.It is also found that the period of projects negatively affect on raising funds,and the goal of projects may decrease the probability of success and increase-other project performance.More importantly,the factors driving prosocial behavior play a significant role in promoting money collection in the medical crowdfunding.Females,children and cancer patients who can attract more help are much easier to raise funds.Furthermore,projects from high-income areas and those created during the Spring Festival have a strong ability to attract funds.However,emphasising on the poverty willinhibit fundrais-ing.In addition,the effectiveness of prosocial behavior mechanisms is further confirmed through robustness tests.It is found that the donating willingness of potential supporters only increases during the Spring Festival and children is the mostcrucial factorto improve the fundraise in comparison of females and cancer patients.These findings can not only provide effective strategies for project creators to improve fundraising,but also provide new thoughts for relieving the regional imbalance of online donations and promoting th

关 键 词：医疗众筹 筹资绩效 亲社会行为机理 轻松筹 

分 类 号：D632.9[政治法律—政治学] F832[政治法律—中外政治制度]