新冠肺炎疫情中捐赠行为传染机制研究——兼析社交焦虑与自我控制的调节作用

A Study on the Contagion Mechanism of Donation Behaviors during the Outbreak of COVID-19:With a Concurrent Analysis on the Mediating Effect of Social Anxiety and Self-control

本文基于中华慈善总会“抗击新冠肺炎,中华慈善总会在行动!”项目进行真实捐赠在线实验,考察捐赠行为和损害捐赠行为的传染性,以及疫情下社交焦虑和个体自我控制对捐赠行为传染性的调节作用。实验共收集724份样本数据,有效率达96.69%。研究结果表明:(1)他人的捐赠和损害捐赠行为都能够显著改变捐赠者的初始捐赠决策,前者使捐赠额度提高,后者加重了个体的自利倾向;相比于损害捐赠行为,捐赠行为信息更能够触动旁观捐赠者,使他们改变初始决策,并且总体上决策改变量更高;然而从个体来看,一旦捐赠者被他人的损害捐赠行为感染,那么他们的捐赠决策改变量显著高于那些受到他人捐赠行为触动的个体。(2)社交焦虑程度越高的个体,越有可能被他们观察到的捐赠和损害捐赠行为所传染,进而改变初始决策;此外,相比于损害捐赠行为,社交焦虑程度越高的捐赠者越容易被他人的捐赠行为感染,进而改变初始决策,并且决策改变额也越高。(3)捐赠者的自我控制能力越弱,越有可能因为他人的行为而改变初始决策,但是自我控制能力对捐赠行为和损害捐赠行为传染性之间的差异没有影响。本文为理解疫情状态下个体捐赠者捐赠决策的动机、行为及其影响机制具有指导意义,能对相关政策制定提供参考。

We conducted an online donation experiment in which the participants donated to the“Against COVID-19,The China Charity Federation is on the Move”to examine the contagion of donation and damaging-donation behaviors.Further,we investigated the moderating effect of social anxiety and self-control on the contagion of the donation behaviors under COVID-19.A total of 724 samples were collected,with an effective rate of 96.69%.The findings were as follows.(1)The donation and damaging-donation behavior of others can significantly change the initial donation decision of the donors.The former increases the donation amount,while the latter increases the self-interest tendency of the individual.The donation information is more likely to trigger donors to look on,and the magnitude of decision change is generally higher than the damaging-donation behavior.However,once the donor is infected by the damaging-donation behavior of others,the change amount of their donation decision is significantly higher.(2)The high social anxious individuals are more likely to be infected by the donation and damaging-donation behaviors,and thus change their initial decision.In addition,donors with high levels of social anxiety were more likely to be infected by the donation behaviors than the damaging-donation behavior.(3)The less self-control ability the donors had,the more likely they are infected by the behaviors of the others.However,self-control ability had no effect on the difference between contagion of donation and damaging-donation.The conclusion of this paper is of guiding significance for understanding the motivation and influence mechanism of individual donors donation decision in the epidemic situation,and provides reference to relevant policy formulation.