摘要
网络众筹型捐赠因其社交传播的属性而迅猛发展,为中国慈善事业带来了新的增长点。本文使用一家代表性网络众筹型捐赠平台在2018年至2021年的官方数据,采用堆叠DID模型以及事件分析法研究,发现平台推荐能够助力筹款人社会网络的资本化过程。平台推荐不仅能吸引陌生人捐款,还能将平台认证的信号传递至筹款人的原始社交网络中获得更多的熟人捐赠。此外,平台推荐带来的筹款总进度增加,会触发完成效应,进一步增加捐赠。最后,本文还研究了平台推荐对筹款网络中不同层级好友的异质性影响。本研究首次揭示了互联网平台的信息认证功能和社交网络在捐赠中的联动效应。
Online crowdfunding donation platforms have been developing rapidly due to the ways in which they facilitate social communication,and they are leading to new momentum in the total amount of charitable donations being generated in China.However,the literature exploring the impact of crowdfunding platforms on social networks and fundraising outcomes is sparse.Drawing on official data from a representative Chinese online crowdfunding donation platform from 2018 to 2021,this paper employs the stacked difference-in-differences(DID)model and event study analysis to investigate this impact.The study's findings reveal that the platform's recommendations can help with capitalising on fundraisers'social networks.Not only do the platform's recommendations attract additional donations from strangers,but they also increase donations from"acquaintances"by sharing the platform to the fundraisers'original social networks.The increase in overall fundraising progress brought about by the platform's recommendations also triggers a"completion effect"by further increasing donations.Finally,the work also studies the heterogeneity of friends at different levels in social networks.This paper is the first to highlight the synergistic effect of the information authentication function of platforms and social networks on donations.
作者
李嘉晟
吴斌珍
易梦洁
Li Jiasheng;Wu Binzhen;Yi Mengjie
出处
《世界经济》
CSSCI
北大核心
2024年第11期206-236,共31页
The Journal of World Economy
基金
国家资助博士后研究人员计划(GZC20231380)的资助
国家自然科学基金面上项目(72073079)的资助。
关键词
同社交网络
平台推荐
众筹型捐赠
堆叠DID
social networks
platform recommendations
crowdfunding donations
stacked difference-in-differences