时间距离与解释水平对捐赠参与意愿及可能性的影响

The effects of temporal distance and construal level on the willingness and possibility of donation participation

个体的助人意愿受募捐广告表征方式的影响。本文基于解释水平理论,考察了时间距离与解释水平对慈善机构募捐情境中的活动参与意愿和参与可能性的影响。结果发现:(1)时间距离的主效应显著,活动时间设定在较近或适中内开展比设定在较远时间开展更容易吸引个体参与;(2)解释水平的主效应显著,慈善机构发布具体的募捐广告比抽象的更有吸引力;(3)个体捐赠参与意愿及可能性受时间距离与解释水平相互作用的影响。

The individual’s willingness to help is affected by the representation of donation advertisement.Based on the theory of construal level,this paper investigated the influence of time distance and explanation level on the willingness and possibility to participate in donation activities in the context of charity donation.The results showed that:(1)The main effect of temporal distance was significant,and it was easier to attract people to participate in the activity when it was set to be carried out in a short or moderate time than when it was set to be carried out in a long time;(2)The main effect of the construal level was significant.It was more attractive for charities to release specific help advertisements than abstract ones;(3)Individual willingness and possibility to participate in donation were affected by the interaction between temporal distance and construal level.