大学生网络捐助的影响因素:求助者特征的视角

Factors Influencing College Students’Online Donation Behavior:Examining the Impact of the Donation Recipients Characteristics

以往关于捐助的心理学研究主要聚焦于现实环境中的捐助行为,以及捐助者自身特点对捐助的影响,网络环境、求助者特征对捐助影响的研究较少。本研究以大学生为被试,比较不同信息发布者情境中,网络与现实中捐助的意愿,并确定求助者的身份特征和求助信息特征对网络捐助的影响。结果发现,在捐助意愿和捐助金额方面,网络渠道高于现实渠道、熟人发布高于陌生人发布;当求助者与捐助者同为大学生时,捐助者对求助者的理性求助信息比情绪性求助信息有更强的捐助意愿和更多捐助金额。以上结果与大学生网络社会支持水平较高、处理网络信息能力较强有关。

Researchers tend to concentrate more on donations in the real world and the impact of donors’characteristics on donations.However,few studies have examined willingness to make online donations and the influence of donation recipients’characteristics on such donations.The current study attempted to compare donation willingness in online and real contexts.The effect of donation recipients’identity and help-seeking information characteristics on online donation was also studied.Findings revealed that the participants were more likely to donate online than in the actual environment,and they tended to do so in larger amounts.Further,they were more likely to help acquaintances who posted help-seeking information online than to strangers who did the same.Finally,compared with helping college students who posted emotional information,the student donors were more willing to spend more money to help those who posted rational information.College students’high level of online social support and excellent network information processing ability may have affected these results.