数字公益的传统“家”面向:家庭互动对网络捐赠的影响研究

The Traditional“Family”Aspect of Digital Public Welfare:Research on the Impact of Family Interaction on Online Donation

新媒介技术对青少年捐赠行为的影响,成为网络捐赠研究的重要面向。但这种影响并不是“技术决定论”,很大程度上依然会受到传统家庭互动等社会结构因素的影响。为了理解当代青少年网络捐赠的发生与深入程度,本研究将角色示范和行为控制两个主要的传统家庭互动形式纳入实证分析框架中,研究发现:角色示范在网络捐赠行为发生以及深入程度两个层面都能产生积极影响,但是行为控制无法影响其行为的深入程度。因此,在更积极的网络捐赠等网络亲社会行为养成方面,传统家庭“日常榜样”作用比“规劝监督”效果更好,更加符合数字化公益转型背景下青少年的公益理念特征和规律。同时,这也提示我们在关注互联网、人工智能技术对个体捐赠行为影响的同时,也要关注传统的家庭等社会机构对于“技术”的调试效应。

The impact of new media technology on young people’s donation behavior has become an important aspect of online donation.However,the impact is not“technological determinism”but affected to a large extent by social structural factors such as traditional family interaction.In order to understand the occurrence and depth of online donation behavior among contemporary teenagers,this research incorporated role modeling and behavioral control,two main traditional forms of family interaction,into the empirical analysis framework.The research found that role modeling played a significant role in both the occurrence and depth of online donation behavior,but behavioral control could not affect the depth of the behavior.Therefore,in terms of forming more positive online pro-social behaviors such as online donation,the role of“daily role model”in traditional families,which is more in line with teenagers’characteristics and rules of public welfare in the context of digital public welfare transformation,is more effective than“persuasion and supervision”.Simultane-ously,this also reminds us to pay attention to the debugging effect of“technology”by traditional families and other social institutions,while focusing on the impact of the Internet and artificial intelligence technology on individual donation behavior.