捐赠诉求中参考物引用对捐赠行为的影响研究

Research on the Influences of Donation Appeal References on Donation Behavior

慈善捐赠是提高弱势群体生活水平的重要途径。然而,我国居民的个体捐赠水平远低于欧美国家。如何提升人们的捐赠意愿与捐赠水平已成为我国慈善组织亟待解决的难题。本文区分了捐赠诉求所引用的参考物类型(放纵物与自律物),通过时间捐赠与金钱捐赠的两项实验设计,探究了引用不同类型的参考物对捐赠行为的影响及其中介、调节机制,并且通过一项补充实验排除了参考物的享乐与实用属性可能存在的干扰作用。研究发现:在捐赠诉求中引用参考物时,相比引用自律物作为捐赠方参考物、放纵物作为受赠方参考物,引用放纵物作为捐赠方参考物、自律物作为受赠方参考物,能够诱发人们产生更强的心理内疚感,进而使其捐赠更多的金钱和时间;且自控能力高的个体这种效应更为强烈。本文研究结论对企业或慈善组织设计捐赠诉求具有一定的参考和借鉴意义。

Donation reference mainly come from daily consumption products,and the use of reference will affect people`s willingness to donate.In extant research,the reference-dependent model holds when individuals face the same decision-making problem.They will make completely different choices because they are in different reference states.Vice and virtue are a pair of relative concepts.Vice objects refers to those products that can provide people with immediate satisfaction,but will have negative effects in the long run.When people buy such products,they often feel guilt.Virtue objects refers to those products that have little long-term negative impact,but provide an unsatisfactory consumer experience in the short term.Many studies have shown that vice objects and virtue objects can trigger different psychological reactions in people,and people often have to make trade-offs when choosing between vice objects and virtue objects,and find justification for vice objects.When both vice objects and virtue objects are cited in donation information as donation reference,the co-occurrence of vice objects and virtue objects will trigger people to associate and compare the concepts of vice and virtue.Therefore,vice objects and virtue objects as reference donations may affect people`s willingness to donate.In previous studies,few studies has examined the influence of reference objects on donation willingness from the perspectives of vice objects and virtue objects at the same time.In this paper,reference objects are divided into vice objects and virtue objects,and the donors and recipients are cited at the same time.Through two experiments,the influence of donation reference types on donors`willingness to donate and its internal mechanism and moderating effect are discussed.The experiment presented donors with different donation scenarios,and verified the impact of donation appeal reference objects on donation willingness(H1).The formal experiment adopts a single-factor between-group experimental design(reference:vice-virtue vs.virtue-vice vs.no reference),and the between-subject variable is the donation reference.The first group is citing vice objects as a reference for the donor and virtue objects as a reference for the recipient.The second group is for citing virtue objects as a reference for the donor and vice objects as a reference for the recipient.The third group is no reference object group.The measurement of willingness to donate refers to the study by Savary et al.Experiment 2 repeatedly tested the influence of reference material on people`s time resource donation(H1)in experiment 1,and explored the psychological mechanism(H2)and the adjustment mechanism(H3)of reference material`s influence on people`s willingness to donate.To test whether guilt plays a mediating role and whether the level of self-control has a moderating role,the formal experiment adopts a 3(reference:vice-virtue vs.virtue-vice vs.no reference)*2(self-control ability:high vs.low)between-subject design.The measurement of guilt refers to the study of Lowe and Haws.In addition,the self-control ability is measured using the Self-control Scale.The study find that compared with citing virtue objects products as donors`references and vice objects as recipients`references,citing vice objects as donors`references and virtue objects as recipients`references can make people feel better.Higher willingness to donate(Experiments 1 and 2).When different types of references(vice objects/virtue objects)were used as donors`/recipients`references,different degrees of guilt were induced in the process of donation,thus affecting their willingness to donate(Experiment 2).Self-control ability will adjust the donor`s willingness to donate in different reference citation contexts.Individuals with high self-control ability were more willing to donate in the situation where the vice objects were used as the reference for donors and the virtue objects as the reference for recipients.While individuals with low self-control ability are less affected by different reference citations(Experiment 2).The conclusion provides useful reference and enlightenment for charity organizations to improve individual donation willingness and make appropriate reference citations.