积极数据驱动下的捐赠行为达成:信息框架与证据类型对网络捐赠意愿的影响

Positive Data Driven Donating:The Influence of Message Framing and Evidence Type on Internet Donation Intention

“互联网+慈善”是现代慈善高速发展的基础,具有参与门槛低、动员范围广、传播效果持续的优势。为理解社交媒体上募捐信息的劝服效果,本研究以高校大学生为实验参与者,将目标框架和证据类型两个概念纳入分析中,探究不同的目标框架和证据类型对个体捐赠意愿的影响。研究发现:比起损失框架,采用增益框架的信息会有更佳的劝服效果。同时,证据类型和目标框架间存在交互效应,“数据—增益”的信息组合对行为意愿的提升程度最高。本次研究验证了框架效应的理论预测与经验结论,将双因素交互设计运用于本土公益传播研究中,并为我国NGO在社交媒体中如何进行募捐的信息设计提供了实践指导。

“Internet+Philanthropy”,which has the advantages of low participation threshold,wide spread and sustained dissemination effect,is the foundation for the rapid development of modern philanthropy.In order to understand the persuasive effect of fundraising message on social media,this study takes college students as experimental participants,incorporates the concepts of goal framing and evidence type into the analysis,explores the impact of message framing and evidence type on individual donation intention.The conclusion is that the gain-framed message is more persuasive than the loss-framed message.Meanwhile,there is an interaction effect between evidence type and goal framing,and the message combination of“statistic-gain”has the highest degree of improvement in donation intention.While responding to earlier theoretical predictions and empirical results on the framing effect,this study also reflects the value of two-factor interaction design in local public welfare communication research,and provides positive guidance for NGOs'fundraising information design practices in social media.