寓捐于玩?众筹平台游戏化设计对个人捐赠行为的助推效应研究  

Donating Through the Game?A Study on the Nudging Effect of Gamification Design in Crowdfunding Platforms on Individual Donation Behavior

作　　者：宫晓辰 叶士华 Gong Xiaochen;Ye Shihua

机构地区：[1]北京化工大学文法学院 [2]哈尔滨工业大学(深圳)人文与社会科学学院

出　　处：《中国非营利评论》2024年第1期66-85,293,共21页China Nonprofit Review

基　　金：国家社科基金一般项目“社会组织参与突发公共卫生事件应急治理能力研究”(22BZZ089);广东省基础与应用基础研究区域联合基金青年项目“社会偏好异质性视角下公益众筹平台捐赠行为决策机理与激励策略研究”(2022A1515110269)的阶段性成果。

摘　　要：数字时代,网络众筹成为慈善领域数字化创新的重要场域。游戏化设计作为数字化助推策略被大型众筹平台广泛采纳,成为我国慈善捐赠激励的重要创新手段。本文基于助推理论,通过情境实验和平台二手数据构建回归模型两项研究,探究游戏化设计能否影响个人在众筹平台的捐赠行为。研究结果表明,游戏化设计可以有效提高个人的捐赠数额,且在游戏化设计中加入虚拟奖励能进一步提升积极效果。研究丰富和拓展了助推理论在慈善捐赠领域的学理内涵,在实践上为助推策略的作用效果提供了实证依据,也为进一步完善助推策略在慈善捐赠中的应用提供参考。In the digital age,online crowdfunding has emerged as an important field of digital innovation in the charity field.As a digital strategy,gamification design has been widely adopted by major crowdfunding platforms,serving as an innovative means of stimulating donation in China.Based on nudge theory,this article adopts a scenario experiment and a robust regression model based on database to explore how gamification design influence individuals'donation behavior on crowdfunding platforms.Results show that gamification design can increase the amount of individual donation effectively,and the introduction of virtual rewards to gamification design further promote this positive effect.The research enriches and expands the academic understanding of nudge theory in the domain of donation,provides empirical support for the effectiveness of nudge strategies in practice,and offer guidance for further enhancing the application of nudge strategies in donation behavior.

关 键 词：游戏化设计 捐赠行为 虚拟奖励 

分 类 号：C913.7[经济管理]