慈善组织两类声誉信息效价对受众捐赠意愿的联合作用

The Combined Effect of Two Types Reputation Information of Charity on Donation Intention

“新闻报道-跟帖评论”形式的慈善组织声誉信息常联合作用于网络受众。本研究采用实验法考察了新闻和跟帖效价对捐赠意愿的影响,结果发现:(1)跟帖效价调节新闻效价的说服效应,仅跟帖正向时,正向新闻比负向新闻对捐赠意愿的影响更强;(2)对不同利他人格者,跟帖效价调节新闻效价与捐赠意愿之间关系的调节作用不同,仅低利他人格者在跟帖负向时,正向新闻比负向新闻对捐赠意愿的影响更强;(3)信任能中介新闻效价对捐赠意愿的影响,但利他人格和跟帖效价的调节作用不通过信任产生影响,只能直接作用于捐赠意愿。研究为慈善组织基于网络平台构建声誉体系提供了实证支持。

The reputation information of charities in the form of “news reports-thread comments” often jointly affects online audiences.This study examined the combined effects of news and comment valence on donation intention through quasi-experimental designs.The results showed that: 1) Comment valence played a significant moderating role in the relationship between news valence and donation intention. Only when the comments were positive, participants who processed positive(vs. negative) news reports were more likely to donate. 2) The effect of news valence on high(vs. low) altruistic donors was significantly different. Only for those people with low-level altruistic personality, the positive news had an improved effect on donation intention under the condition of negative comments. 3) Trust could mediate the effect of news valence on donation intention. However, the moderating effect of altruistic personality and comment valence could not be exerted through the mediation of trust, and could only directly affect donation intention. The research provides empirical support for charities to build a reputation system based on the network platform and implement effective donation strategies.