“捐还是不捐?”——如何提高个体慈善捐助行为

To Donate or Not To Donate:How to Increase Charitable Giving

慈善捐助行为指个体通过捐赠金钱、时间或物资等方式帮助有需要的群体或慈善组织。个人的慈善捐助行为能够促进社会资源再分配,提高社会整体福祉。因此,如何科学地对慈善活动进行宣传、吸引更多个体参与捐助,对于营销学者而言是一个十分重要的话题。一次捐助包括捐助者、捐助资源、受助者以及社会和文化四个方面,这四个方面的因素既可以单独影响消费者的慈善捐助行为,又可以相互影响对慈善捐助行为产生交互作用。由此可见,个体的慈善捐助行为是十分复杂的,将通过对这四方面因素的梳理以提高我国公益组织对个体捐助行为的理解,进而采取有效的宣传以募集更多的捐助。

Charitable giving refers that individuals donate their money,time,or material resources to help the needy or the charity.Individuals'charitable giving can facilitate the redistribution of wealth,thereby enhancing the social well being.Therefore,how to scientifically appeal individuals to donate is a crucial topic for marketers to investigate.One charitable giving may include four aspects donors,donation re sources,recipients,and social and cultural factors.Each factor from every four aspects can independently impact on charitable giving,while,at the same time,factors from different aspects can yield interactive effects on charitable giving.Apparently,individuals'charitable giving is complex to understand,and hence this article aims to analyze charitable giving from these four aspects in order to effectively help Chi nese charities raise more donations.