摘要
信息呈现方式是影响微公益募捐效果的重要因素,文章将框架效应与语言学风格作为自变量,探讨了如何科学呈现微公益信息最能引起人们的募捐意愿。研究选取124名被试为研究对象,采用2(框架效应:积极框架、消极框架)×3(语言学风格:说明型、记叙型、图片型)的完全随机实验设计进行实验,研究发现框架效应与语言学风格对募捐效果均有显著影响,并且两个自变量之间存在显著的交互效应。结果表明,说明型和积极框架结合的慈善信息呈现方式最能激发人们的捐款意愿。
With the development of the Internet, the micro public welfare of our country becomed better and better. This study took the the framing effects and the linguistic styles as arguments to explore the best presenting ways of charity information 124 participants took part in the research, of which 52 were male and 72 were female. The hypotheses were tested in a 2 （framing. positive/negative）× 3 （style： statistical/anecdotal/picture） design. The study found there were significant effect of the fram- ing effects and linguistic styles on the fundraising. The results showed that the effectiveness was the best when the positive frame combined with a statistical information.
出处
《心理技术与应用》
2015年第8期17-22,共6页
Psychology(Techniques and Applications)
关键词
微公益
框架效应
语言学风格
募捐
micro public welfare
framing effects
linguistic styles
fundraising
