数字化时代个人慈善捐赠行为研究进展  

Progress of Research on Individual Charitable Giving Behavior in the Digital Age

作　　者：罗俊 邓小旋 俞卢炳 方开来 Luo Jun;Deng Xiaoxuan;Yu Lubing;Fang Kailai

机构地区：[1]浙江财经大学经济学院,310018 [2]浙江财经大学研究生联合培养学院,310018

出　　处：《南方经济》2025年第4期14-29,42,共17页South China Journal of Economics

基　　金：国家自然科学基金面上项目“数字化时代下个人慈善捐赠行为特征与激励机制的理论和实验研究”(72473125);浙江省哲学社会科学规划重大项目“信息干预、认知偏差与劳动力市场匹配的实验研究”(23QNYC14ZD)资助。

摘　　要：随着我国各类新兴数字技术的蓬勃发展,个人慈善捐赠行为的特点和模式发生了重大变革,为我国慈善捐赠领域带来前所未有的发展机遇。因此,数字化时代个人慈善捐赠行为的相关研究已成为当下重要课题之一。文章为中国数字慈善捐赠事业未来发展指出了两条研究理路,即参照国外研究,探索已有研究结果在中国情境下是否发生改变,或者结合中国慈善捐赠事业的现实问题和文化背景,将数字技术与传统激励机制进行融合创新。基于此,文章对数字慈善捐赠的行为与实验研究文献进行系统梳理。在概述了数字技术赋予慈善捐赠的高效性、便捷性、互动性等新特征后,文章重点阐述了数字慈善捐赠行为实验研究在捐赠动机与影响因素上相较于传统慈善捐赠的继承与更新,内容包括内在、外在、形象、情感多元动机与社会网络、信息披露、完成效应等影响因素。接着,文章提出可以利用数字化慈善捐赠的新特征、动机与影响因素,实现对传统慈善捐赠激励机制的优化改良以及对新型激励机制的构建,从而促进数字技术与传统激励机制的深度融合创新。未来,还可以借助国内现存的数字化慈善捐赠中国样本和前沿的学科交叉方法,对异质性偏好的潜在捐赠群体的捐赠行为进行大数据分析,设计个性化捐赠激励机制,从而探索有中国特色的数字化慈善捐赠范式。With the vigorous development of various emerging digital technologies in our country,the characteristics and modes of personal charitable donation have undergone major changes,which have brought unprecedented opportunities to the field of charitable donation in our country.Therefore,the research on individual charitable donation behavior in the digital age has become an important topic.By listing the research literature on digital philanthropy in recent years,this paper draws the following conclusions:first,emerging digital technologies endow personal philanthropy with the characteristics of convenience,efficiency and interactivity,in particular,the leading mobile payment technology in our country has broken the limitation of time and space of traditional donation,significantly reduced the cost of donation,and provided the necessary technical conditions for expanding the scale of personal charitable donation in our country.Second,in the digital age,the changes in the characteristics of charitable donations have led to the evolution of the types of donation motives,adding emotional motives to traditional charitable donation motives,that is,in the network platform by stimulating personal empathy,trust,fairness,sense of achievement,etc.,to create group emotional identity,so as to stimulate a wider range of donation behavior.In addition,intrinsic motivation,extrinsic motivation and image motivation still exist,but their forms of expression and paths of action are different from traditional donations.For example,by changing the presentation mode and frequency of online information,we can skillfully use personal image motivation to weaken individual donation avoidance behavior,and use small rewards to encourage online forwarding behavior to reduce the crowding out of intrinsic motivation by extrinsic motivation,maximize incentives for individual giving in the digital age.Third,compared with the geographical isolation and information isolation of traditional charitable donation,social network in the digital age is an i

关 键 词：数字化 个人慈善捐赠行为 激励机制 行为与实验经济学 

分 类 号：F062.6[经济管理—政治经济学]