个人捐赠行为影响因素的实验研究
发布时间：2018-07-17 04:00
【摘要】：基于已有的捐赠行为影响因素的研究,有学者提出了捐赠行为的理论模型和机制。但是这些已有模型普遍缺乏对于捐赠行为中情绪所起作用的探讨。在捐赠行为中,捐赠者感知到关于捐赠对象的信息是很有必要的。所以本研究中实验一将探讨情绪因素和群体知觉会如何影响个人捐赠行为。2011年慈善领域掀起问责风暴,这使得研究当前特有的非营利组织生态背景下,个人捐赠行为的规律极具现实意义。因此本研究中实验二将探讨不同非营利组织声誉和不同非营利组织性质如何影响个人捐赠行为。 本研究采用典型的心理学实验方法研究个人捐赠行为的影响因素。实验一采用2×2完全随机设计,运用两段标准化的情绪诱发影片和自编的捐赠情境材料操作实验变量,选取大学生被试进行实验。实验二采用3×2混合设计,运用自编非营利组织声誉和性质材料操作实验变量,选取大学生被试进行实验。 实验一方差分析结果显示：在个人捐赠行为中,情绪类型有显著主效应,F(1,126)=6.11,p0.05；群体知觉状况存在极其显著的主效应,F(1,126)=14.38,p0.01；情绪类型与群体知觉状况存在显著的交互作用,F(1,126)=4.12,p0.05；实验二方差分析结果表明：组织声誉有极其显著的主效应,F(2,83)=6.33,p0.01；组织性质不存在主效应,F(1,83)=0.11,p=0,742；组织声誉与组织性质存在极其显著的交互作用,F(2,83)=8.10,p0.01. 本研究得出如下结论： (1)消极情绪比积极情绪更能促进个体的捐赠。结果不支持积极情绪效应而支持共情乐趣的观点。 (2)个体在捐赠中存在内群体偏好的倾向,对于群体线索的感知会促进个体的捐赠。 (3)情绪和认知因素会共同作用影响个体的捐赠行为。积极情绪的个体更多的运用启发式加工,对于群体线索更为敏感,在捐赠中更倾向于内群体偏好。 (4)非营利组织声誉会对个体捐赠产生影响。积极声誉促进捐赠,消极声誉对捐赠产生伤害作用。 (5)非营利组织性质不会直接影响个体捐赠,但是与非营利组织声誉因素共同作用会影响到个体的捐赠。 (6)官办非营利组织对消极的声誉信息十分敏感,而民办非营利组织则对积极声誉消息敏感。个体在面对不同声誉信息时,对两种性质组织的捐赠出现了差异。
[Abstract]:Based on the existing research on the influencing factors of donation behavior, some scholars put forward the theoretical model and mechanism of donation behavior. However, there is a general lack of discussion on the role of emotion in donation behavior. In the act of donation, it is necessary for the donor to perceive the information about the donor. So in this study, experiment one will explore how emotional factors and group perception will affect individual donation behavior. In 2011, there was a storm of accountability in the field of charity, which makes the study of the current unique ecological background of non-profit organizations. The law of individual donation is of great practical significance. Therefore, the second experiment will explore how the reputation of different non-profit organizations and the nature of different non-profit organizations affect individual donation behavior. In this study, typical psychological experiments were used to study the influencing factors of individual donation behavior. In the first experiment, 2 脳 2 complete random design was used, two standardized mood-induced films and self-made donation situation materials were used to operate the experimental variables, and the college students were selected to conduct the experiment. In the second experiment, 3 脳 2 mixed design was adopted, and the experimental variables were used to operate the materials of reputation and nature of non-profit organizations. College students were selected to carry out the experiment. The results of ANOVA showed that in individual donation behavior, the main effect of emotion type was F _ (1126) 6.11p _ (0.05), the main effect of group perception was extremely significant (F _ (1126) 14.38 / p _ (0.01), and the interaction between emotion type and group perception was significant (P _ (1126) = 4.12p0.05). The results of ANOVA in experiment 2 showed that there was an extremely significant main effect on organizational reputation F (2C83) 6.33 p0.01, there was no main effect F (1C83) 0.11p0742, and there was a very significant interaction between organizational reputation and organizational property, and there was an extremely significant interaction between organizational reputation and organizational property, which was 8.10p0.01. The conclusions are as follows: (1) negative emotion can promote individual donation more than positive emotion. Results the results did not support the positive emotional effect but the viewpoint of the pleasure of empathy. (2) there was a tendency of group preference in donation. Perception of group cues will promote individual donation. (3) emotional and cognitive factors affect individual donation behavior. Individuals with positive emotions use heuristic processing more sensitive to group cues and more inclined to group preference in donations. (4) Non-profit organization reputation will have an impact on individual donation. Positive reputation promotes donation and negative reputation does harm to donation. (5) the nature of non-profit organization will not directly affect individual donation. However, the joint effect of reputation factors with non-profit organizations will affect the individual donation. (6) Government non-profit organizations are very sensitive to negative reputation information, while private non-profit organizations are sensitive to positive reputation information. When individuals are faced with different reputation information, there are differences in donations to two kinds of organizations.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：C912.6
本文编号：2128921
[Abstract]:Based on the existing research on the influencing factors of donation behavior, some scholars put forward the theoretical model and mechanism of donation behavior. However, there is a general lack of discussion on the role of emotion in donation behavior. In the act of donation, it is necessary for the donor to perceive the information about the donor. So in this study, experiment one will explore how emotional factors and group perception will affect individual donation behavior. In 2011, there was a storm of accountability in the field of charity, which makes the study of the current unique ecological background of non-profit organizations. The law of individual donation is of great practical significance. Therefore, the second experiment will explore how the reputation of different non-profit organizations and the nature of different non-profit organizations affect individual donation behavior. In this study, typical psychological experiments were used to study the influencing factors of individual donation behavior. In the first experiment, 2 脳 2 complete random design was used, two standardized mood-induced films and self-made donation situation materials were used to operate the experimental variables, and the college students were selected to conduct the experiment. In the second experiment, 3 脳 2 mixed design was adopted, and the experimental variables were used to operate the materials of reputation and nature of non-profit organizations. College students were selected to carry out the experiment. The results of ANOVA showed that in individual donation behavior, the main effect of emotion type was F _ (1126) 6.11p _ (0.05), the main effect of group perception was extremely significant (F _ (1126) 14.38 / p _ (0.01), and the interaction between emotion type and group perception was significant (P _ (1126) = 4.12p0.05). The results of ANOVA in experiment 2 showed that there was an extremely significant main effect on organizational reputation F (2C83) 6.33 p0.01, there was no main effect F (1C83) 0.11p0742, and there was a very significant interaction between organizational reputation and organizational property, and there was an extremely significant interaction between organizational reputation and organizational property, which was 8.10p0.01. The conclusions are as follows: (1) negative emotion can promote individual donation more than positive emotion. Results the results did not support the positive emotional effect but the viewpoint of the pleasure of empathy. (2) there was a tendency of group preference in donation. Perception of group cues will promote individual donation. (3) emotional and cognitive factors affect individual donation behavior. Individuals with positive emotions use heuristic processing more sensitive to group cues and more inclined to group preference in donations. (4) Non-profit organization reputation will have an impact on individual donation. Positive reputation promotes donation and negative reputation does harm to donation. (5) the nature of non-profit organization will not directly affect individual donation. However, the joint effect of reputation factors with non-profit organizations will affect the individual donation. (6) Government non-profit organizations are very sensitive to negative reputation information, while private non-profit organizations are sensitive to positive reputation information. When individuals are faced with different reputation information, there are differences in donations to two kinds of organizations.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：C912.6
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