摘要
本研究探讨了在网络公益背景下超越百分比这一设置对个人捐赠的影响及其心理机制。4个实验结果表明:在网络公益平台“您当前的帮助金额超越了x%的用户”这一选项的设置会显著提高个体捐赠,而自我信号在该过程中起到了中介作用。具体而言,当公益平台金额选项设置超越百分比(vs.无)时,人们会产生更加积极的自我信号,进而提高其捐赠。此外,个体的内在锚和项目的目标完成度在这一影响中发挥了调节作用。当个体存在内在锚,即个体参照自己之前的捐赠金额时,超越百分比对个体捐赠金额不会产生显著影响。当捐赠项目目标快要达成时,个体捐赠不会受超越百分比影响。本研究结论不仅丰富了捐赠决策影响因素和亲社会行为动因的研究,对于发展合理有效的网络公益平台劝募方式也具有重要的实践意义。
This article explores the impact of the over-percentage amounts option setting on personal donations and its psychological mechanism in the context of online public platform.Through five studies,we find that setting an over-percentage amount option on an online donation platform will significantly increase the amount of individual donations,and self-signal,in the process,plays a mediating role.Specifically,when the non-profit platform set an over-percentage option(vs.no over-percentage setting),self-signaling utility in choice increases,which will increase the donation amount.Our results also reveal the significant moderating role of self-generated anchor and goal proximity.When self-generated anchors exist,that is,the individual refers to his or her previous donation amount,the over-percentage setting will not lead to higher donation amounts.When the individual perceives that the goal is close to being achieved,the over-percentage setting will not have a significant impact on the individual donation.Finally,our findings have support important practical suggestions for the online donation platform.
作者
周玲
谢婷
于若愚
童泽林
Zhou Ling;Xie Ting;Yu Ruoyu;Tong Zelin(Business School of Hunan University,Changsha,410082;Management School of Hainan University,Haikou,580000)
出处
《珞珈管理评论》
2021年第4期146-164,共19页
Luojia Management Review
基金
国家自然科学基金项目“品牌全球化中的来源国符号及其对消费者品牌支持的影响:文化情感和文化认同视角”(项目批准号:71672054)
国家自然科学基金项目“本国消费者对品牌跨国慈善行为评价的机制、边界及应对策略:差序公正视角”(项目批准号:71772003)
国家自然科学基金重点项目“经济转型与国际化背景下品牌建设的理论创新研究”(项目批准号:71832015)。
关键词
社会比较
自我信号
内在锚
目标完成度
Social compare
Self-signaling
Self-generated anchor
Goal proximity
