明星代言人类型和求助项目的匹配对慈善捐助的作用  

The Effect of the Match between Celebrity Spokespersons and Victims on Donation

作　　者：朱华伟[1] 李彦霓 何斌[1] Zhu Huawei;Li Yanni;He Bin(Economics and Management School,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《外国经济与管理》2024年第11期68-84,共17页Foreign Economics & Management

基　　金：国家自然科学基金项目(72172109)。

摘　　要：明星代言人号召募捐是公益事业中的常见策略。当前,虚拟明星代言人成为代言人的新形式。本文在慈善捐助的场景下研究真实明星代言人与虚拟明星代言人所导致的捐助效果差异,并探究如何针对救助对象的类型(非人类vs.人类)、救助对象募捐的时间距离以及救助对象的空间距离选择不同类型的代言人。基于心理距离理论与加工流畅性理论本文提出,当心理距离较远时(非人类救助对象、较远时间距离、较远空间距离)采用虚拟明星代言人,当心理距离较近时(人类救助对象、较近时间距离、较近空间距离)采用真实明星代言人,能有效促进捐助。本文设计了四项实验验证上述假设,并验证了加工流畅度在其中的中介作用。本文的结论在理论上丰富了代言人的选择文献,在实践中有助于提高慈善捐助的效果。In order to increase the enthusiasm of individuals to participate in donation,it is a common strategy to choose celebrity spokespersons to call for funds in current practice.Compared with real celebrity spokespersons,virtual celebrity spokespersons have attracted more and more attention.Do different types of celebrity spokespersons(virtual vs real)have different fundraising effects?This is an issue that is less explored in the current literature but closely related to the promotion of individual donation.This paper explores the interaction between the type of celebrity spokespersons and the type of recipient group on donation intention.Combined with the psychological distance theory and the processing fluency theory,this paper finds that virtual celebrity spokespersons are more effective to elicit donation for non-human victims,whereas real celebrity spokespersons are more effective for human victims.The match between celebrity spokespersons and victims improves processing fluency.This paper enriches the literature on both donation and construal processing.

关 键 词：明星代言人 心理距离 加工流畅度 解释水平理论 

分 类 号：F270[经济管理—企业管理]