捐赠何以可能:情境认知、传播行为与非营利组织信任对个人捐赠意愿的影响

How Individual Donation is Possible:The Influence of Situational Cognition,Communication Behavior,and Trust on Individual’s Donation Intention

尽管针对个人捐赠的研究与理论发展日益成熟,但目前个人捐赠行为、信息传播行为与非营利组织信任之间的关系仍缺乏实证研究的支持。因此,本文基于一项2020年4月到7月的调查,以公众情境理论为视角,重点探讨个人捐赠行为、信息传播行为与非营利组织信任之间的关系。研究发现,公众的情境认知对其信息传播行为产生了重大影响,与此同时,公众对非营利组织的信任在其信息传播行为与捐赠行为之间发挥了显著调节作用。本文拓展了对公共危机事件中捐赠动员机制的理解,并于现实层面提供了一种公共信任危机中促进个人捐赠行为的策略。

By investigating the relationship between information dissemination behaviour,public trust of NPOs and individual donation,this study seeks to expand our knowledge of individuals’donation behaviour in NPOs’charitable crowdfunding.Through an online quantitative study nationwide from April to July in 2020,we finds that the public’s situational cognition has a great impact on their information dissemination behaviour,and the public’s trust in NPOs plays a moderating role in the interaction between information dissemination and donation behaviour.For academia,this research contributes to advancing our knowledge of individuals’decision-making behind donation.Our model can help researchers understand individuals’philanthropic behavior by providing empirical explanations of the relationship between information dissemination behaviour,public trust of NPOs and individuals’donation behavior.For practitioners,the research suggests appropriate design,launch,and operation strategies to facilitate individuals’donation behavior in the future.