支付模式和零整钱对消费者捐赠意愿的交互影响——支付痛苦的中介作用

Interactive Effects of Payment Modes and Bill/SmallChanges on Consumers′ Willingness to Donate:Mediated by Pain of Paying

随着移动支付方式的日渐普及,线上捐赠也成为愈加重要的募捐途径,许多线上募捐机构都采用了类似线下的“捐出零钱”的募捐号召,却少有学者关注不同的支付模式是否会对捐赠意愿产生差异性的影响。通过两个实验研究发现,支付模式和零整钱对捐赠意愿存在交互作用,在零钱捐赠的场景下,现金的捐赠意愿高于移动支付,在整钱捐赠的场景下,现金与移动支付的捐赠意愿无显著差异。通过对内在解释机制的探究,验证了支付痛苦是这一效应的中介变量。研究结果深化和拓展了前人关于支付模式的研究,也能够为线下和线上的捐赠模式设计提供实践指导。

With the increasing widely used of mobile payment method,online donations have become an increasingly important fundraising way.Many online fundraising organizations have adopted similar“donate change”calls in cash conditions,but few scholars have paid attention to different payment modes.Whether it will have a different impact on the willingness to donate.Through two experimental studies,the results show that the payment method and the whole money/loose change have an interaction on the willingness to donate.In the loose money donation,the willingness to donate cash is higher than that of mobile payment.However,in the whole money donation,there is no significant difference.By exploring the internal explanation mechanism,it is verified that pain of paying mediates this effect.The research results deepen and expand the previous researches on payment modes,and can also provide practical guidance for the design of offline and online donations.