单一还是多样?捐赠参考物设置对个体捐赠行为的影响研究  

Single or Multiple?The Impact of Donation Reference Set on Individual Donation

作　　者：李清 郑锐 杨德锋[2] Li Qing;Zheng Rui;Yang Defeng(Shenzhen Tourism College,Jinan University;School of Management,Jinan University)

机构地区：[1]暨南大学深圳旅游学院 [2]暨南大学管理学院

出　　处：《南开管理评论》2024年第5期129-139,共11页Nankai Business Review

基　　金：国家自然科学基金项目(71802093、71872073);中央高校基本科研业务费专项资金项目(23JNQMX38)资助。

摘　　要：在进行慈善支付界面设计时,慈善组织常用参考物来表征捐赠金额,以达到劝捐目的。已有研究聚焦于捐赠参考物呈现与属性类别对个体捐赠的影响,本文则基于显著性理论和主体—背景理论,探讨捐赠参考物数量设置对个体捐赠行为的影响及其内在机制。5个实验研究结果表明,多样化(vs.单一化)捐赠参考物设置更能强化个体的捐赠行为。其主要原因在于,个体在多样化(vs.单一化)捐赠参考物设置下更关注他人,进而削弱交易痛苦感,最终强化个体捐赠行为。此外,上述效应受个体思维模式的调节,多样化捐赠参考物设置对个体捐赠的积极影响仅在启动局部思维模式(v s.整体思维模式)下成立。本文结论有助于推进参考物与捐赠领域的理论研究,并为慈善企业在多选项支付界面中设置参考物信息提供实践指导。How to increase individual donations through charitable initiatives has been an ongoing discussion between the academic and philanthropic communities.Existing literature points out that,compared with presenting the donation amount alone,presenting the amount with specific donation references can increase individual donations.However,these are different set forms of donation reference in the actual situation,and donation platforms have not reached an effective consensus on how to set donation references.For example,Tencent Public Welfare initiates the“Tree Planter’s Haze Battle”project,and the donation interface is designed as follows:1 wolfberry tree(corresponding to RMB 10),5 wolfberry trees(corresponding to RMB 50),and 10 wolfberry trees(corresponding to RMB 100).The donation reference in this case is designed in a single form(wolfberry tree).The Hainan Chengmei Charity Foundation,on the other hand,designs the donation interface in its project“Fulfilling the Growth Dreams of Mountain Children”as follows:donating a pair of warm winter socks(corresponding to RMB 3),a pair of children’s gloves(corresponding to RMB 7),and a school bag(corresponding to RMB 40).The refer-ences in this case are designed in multiple forms(warm winter socks,children’s gloves,and school bag).So,compared to the single donation reference set,can multiple donation reference set increase individual donations?This question has not been effectively addressed between the academic and philanthropic communities.Therefore,this study aims to investigate the impact of the donation reference set(single vs.multiple)on individual donations and its underlying mechanism based on the salience theory and figure-group theory.A total of five experiments were conducted in this paper to explore the above research questions.Study 1a aimed to test the effect of the donation reference set on individual donation amounts.Study 1a con-ducted a 2(donation reference set:single vs.multiple)between-sub-jects design and recruited a total of 140 subjects onl

关 键 词：捐赠参考物设置 关注他人 交易痛苦感 思维模式 个体捐赠行为 

分 类 号：C913.7[经济管理]