医疗众筹项目信息对捐赠效果的影响研究

A Study on the Impacts of Medical Crowdfunding Project Information on Donation Effectiveness

基于精细加工可能性模型,分析影响医疗众筹捐赠效果的信息处理中心路径和边缘路径,并比较不同严重程度的疾病对浏览者处理信息时可能造成的差异。通过轻松筹平台上获取的真实项目数据,用稳健标准误多元回归进行数据分析和假设检验。研究表明:在非严重疾病项目中,“健康”信息与捐赠金额之间是一种倒U形关系,项目中的图片数量和资金公示会正向影响捐赠行为,女性比男性更容易获得帮助;而在严重疾病项目中不存在这些影响关系。此外,不论疾病的严重程度如何,项目的文本长度、筹款动态和社会背书均会对捐赠金额产生正向影响。

Based on the elaboration likelihood model,this study analyzes the information processing central route and peripheral route that affect medical crowdfunding donation,and compare the differences that may cause viewers when processing information by different severity of diseases.The hypotheses are validated by using data obtained from“Qingsongchou”and conducting a multiple regression with robust standard errors.The results show that in non-severe disease projects,the relationship between“health”information and the donation amount is an“inverted-U”relationship.The number of pictures in the project and the financial disclosure positively affect donation bevavior,and women are easier to get help than men.These influence relationships do not exist in the case of severe disease projects.In addition,regardless of the severity of the disease,the text length of the project,fundraising dynamics and social endorsements have positive impacts on donation amount.