是谁在努力——医疗募捐情境下力量情绪诉求类型对个体捐赠意愿的影响研究  

Who is Striving-The Effect of Power Emotional Appeal Types on Individual Donation Intention in the Context of Medical Donation

作　　者：郑春东[1] 唐建生[1] 张斓 周嘉敏 Zheng Chundong;Tang Jiansheng;Zhang Lan;Zhou Jiamin(College of Management and Economics,Tianjin University)

机构地区：[1]天津大学管理与经济学部

出　　处：《营销科学学报》2024年第3期76-92,共17页Journal of Marketing Science

基　　金：国家自然科学基金面上项目(编号:72172102);天津市研究生科研创新项目(编号:2021YJSB175)的资助。

摘　　要：力量情绪诉求是一种被广泛应用于医疗募捐情境下的诉求策略,但学术领域对其的研究仍处于起步阶段。本文通过3项实验探究了不同类型的力量情绪诉求对于个体捐赠意愿的影响及机制。研究发现,两种类型的力量诉求均会对个体捐赠意愿产生积极的影响,但自我力量诉求主要通过预期内疚来提高个人捐赠意愿,而他人力量诉求主要通过感知自助来提高个人捐赠意愿。低权力感个体更加偏好自我力量诉求,而高权力感个体更加偏好他人力量诉求。本文不仅丰富了慈善领域关于情绪诉求的理论研究成果,还为医疗募捐网站的募捐实践提供了管理启示。Power emotion is a kind of appeal strategy widely used in the context of medical donation,but the research in the academic field is still scarce.This paper explores the influence and mechanism of different types of power emotional appeals on donation intention through three studies.The research finds that both types of power appeals have the positive impact on donation intention,but self-power appeals mainly improve individual donation intention through anticipated guilt,while otherspower appeals mainly improve individual donation intention through perceived self-help.Individuals with low power show the preference for self-power appeal,while individuals with high power show the preference for others-power appeal.This paper not only enriches the theoretical research on emotional appeals in the field of donation,but also provides medical fundraising websites with practical significance.

关 键 词：医疗募捐 自我力量诉求 他人力量诉求 预期内疚 感知自助 

分 类 号：R193.3[医药卫生—卫生事业管理] D632.9[医药卫生—公共卫生与预防医学]