积分特征与用户慈善捐赠意愿关联性实证研究

The Empirical Study of the Association of Characteristics of Consumption Points and Users′ Donation Intentions

基于前景理论及国内外对于捐赠影响因素的发现,本研究聚焦于积分的重要属性,采用实验法,探讨积分特征对用户捐赠意愿的影响以及捐赠事项熟悉度在此过程中的调节作用,发现积分获得难时,事项熟悉度程度对消费者使用积分进行慈善捐赠意向有显著影响,高事项熟悉度可以提高捐赠态度意向、捐赠行为意向。本研究对指导企业设计积分规则、推动客户积分捐赠行为的普及具有一定的借鉴和指导作用。

Based on prospect theory and the affecting factors of donation at home and abroad, this paper focuses on the importance of consumption points and uses experimental method to discuss regulate the effect of users＇ donation willingness and matter familiarity of donation by the consumption points features in this process. It is found that when it is difficult to get consumption points, the matter familiarity has significant impact on the consumers to use consumption points for charitable donation, the high matter familiarity can improve the intention of donation behavior and intention of donation attitude. This study provides the reference and guidance for the enterprise to design consumption points rules and promote the popularity of customer integral donation behavior.