微公益特征对个人公益参与行为影响研究

发布时间：2018-05-05 04:20

本文选题：微公益特征 + 个人公益参与行为　；参考：《华中科技大学》2015年博士论文

【摘要】：伴随着我国公益事业快速发展,其重要性日渐凸显。以“免费午餐”为代表的微公益这一新型公益参与模式受到社会的普遍关注,迅速吸引了公众的广泛参与。相关研究显示：微公益的某些特征有助于吸引个人公益参与。但已有研究大多集中于对微公益的现象描述和概念分析,缺少对微公益促进个人公益参与内在机理的深入探析。为此,本研究从非营利组织营销的视角,以促进个人公益参与为宗旨,对微公益情境下的个人公益参与行为展开研究,探寻了微公益特征对个人公益参与行为的影响。本研究综合运用了焦点小组访谈、开放式问卷、结构化问卷和大规模问卷调查等方法,回答了以下关键问题：1)微公益有哪些特征?2)微公益特征与个人公益参与行为有怎样的关系?3)微公益特征如何影响个人公益参与行为? 首先,通过“文献研究—定性探索—定量检验”的方法,识别了微公益特征的三个维度：微公益事项特征属性、社交媒体策略、可参与性。其中,微公益事项特征属性包括具体性、生动性,社交媒体策略包括透明策略、宣传策略和互动策略。其次,微公益特征与个人公益参与行为关系研究结果显示：微公益特征的三个维度对个人公益参与行为具有显著的正向影响,但对个人公益浏览行为和贡献行为的影响作用具有差异性。其中,生动性、互动策略对个人公益浏览和贡献行为具有积极影响,宣传策略和可参与性只对个人公益浏览行为产生影响,具体性只对个人公益贡献行为产生影响。最后,基于“微公益特征—感知状态—行为”框架,深入剖析了微公益特征对个人公益参与行为的影响机理。研究发现情感信任和认知信任搭建了微公益特征与个人公益参与行为间的“桥梁”,微公益事项特征属性、社交媒体策略通过情感信任影响个人公益贡献行为,社交媒体策略和可参与性通过认知信任激发个人公益贡献行为。此外,本研究验证了利他动机和公益氛围的调节作用,发现高利他动机下微公益特征对个人公益贡献行为的效应高于低利他动机,对个人公益浏览行为的效应低于低利他动机。在不同的公益氛围下,微公益特征对个人公益参与行为的影响机理具有显著的差异性。本研究深入剖析并验证了微公益吸引个人广泛参与背后的理论逻辑,丰富了非营利组织营销、公益参与行为、信任理论的相关研究,为促进微公益中的个人公益参与行为提供了策略建议。
[Abstract]:With the rapid development of public welfare in China, its importance is becoming increasingly prominent. "Free lunch" as the representative of the micro-public welfare, a new model of public participation has attracted widespread attention of society, and quickly attracted widespread public participation. Relevant research shows that certain characteristics of micro-public welfare can help attract individual public welfare participation. However, most of the previous studies have focused on the phenomenon description and conceptual analysis of micro-public welfare, and lack of in-depth analysis of the intrinsic mechanism of micro-public welfare promoting individual public welfare participation. Therefore, from the perspective of non-profit organization marketing, the purpose of this study is to promote individual public welfare participation, to conduct research on individual public welfare participation behavior in micro-public welfare situation, and to explore the influence of micro-public welfare characteristics on individual public welfare participation behavior. Focus group interviews, open questionnaires, structured questionnaires and large-scale questionnaires are used in this study. This paper answers the following key question: 1) what are the characteristics of micro-public welfare? (2) what is the relationship between micro-public welfare characteristics and individual public welfare participation behavior? (3) how do micro-public welfare characteristics affect individual public welfare participation behavior? Firstly, through the method of "literature research-qualitative exploration-quantitative test", three dimensions of micro public welfare feature are identified: micro public welfare event characteristic attribute, social media strategy, and participatory. Among them, the characteristics of micro-public affairs include concreteness and vividness, and social media strategy includes transparent strategy, propaganda strategy and interactive strategy. Secondly, the relationship between micro-public welfare characteristics and individual public welfare participation behavior shows that the three dimensions of micro-public welfare characteristics have significant positive impact on individual public welfare participation behavior. However, there are differences in the influence on the behavior of personal public interest browsing and contribution. Among them, the active and interactive strategies have a positive impact on personal public interest browsing and contribution behavior, propaganda strategies and participatory only have an impact on the individual public welfare browsing behavior, and concreteness only has an impact on the individual public welfare contribution behavior. Finally, based on the framework of "micro-commonweal characteristics-perceived state-behavior", the influence mechanism of micro-commonweal characteristics on individual public welfare participation behavior is deeply analyzed. The study found that emotional trust and cognitive trust build a "bridge" between micro-public welfare characteristics and individual public welfare participation behavior, micro-public welfare event characteristics, social media strategies through emotional trust affect individual public welfare contribution behavior. Social media strategies and participatory behavior stimulate individual public service contributions through cognitive trust. In addition, this study verifies the effect of altruistic motivation and public interest atmosphere. It is found that the effect of micro-public interest characteristics on individual public service contribution behavior is higher than that on low altruistic motivation, and the effect on personal public interest browsing behavior is lower than that on low altruistic motivation. In different public atmosphere, the influence mechanism of micro public welfare characteristics on individual public welfare participation behavior has significant difference. This study deeply analyzes and verifies the theoretical logic behind the micro public interest attracting the broad participation of individuals, and enriches the relevant research on non-profit organization marketing, public interest participation behavior and trust theory. It provides some suggestions for promoting individual public welfare participation behavior in micro public welfare.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：D632.9;C912.6

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