网络捐助行为的影响因素：信息渠道与受助者特征的视角
发布时间：2019-01-09 07:25
【摘要】：捐助行为一直是心理学的研究热点之一。近年来,随着网络技术的不断发展,网络形式的捐助在我们生活中越来越广泛,其中的心理与行为问题得到了广泛的关注与研究。在这样的背景下,本研究总结前人的研究成果,探讨信息发布渠道和受助者特征两个自变量对网络捐助行为的影响。实验一探讨信息渠道来源对网络捐助的影响,采用2*3的混合实验设计,以发布途径(网络、现实)和信息源(熟人发布、熟人转发、陌生人发布)为自变量,以捐助意愿和捐助金额为因变量。研究结果显示,网络途径发布比现实途径发布的求助信息获得了更多的捐助意愿和捐助金额。对于网络发布途径,陌生人发布的信息获得的捐助金额最少;对于现实发布途径,熟人发布的信息获得的捐助金额最多。实验二探讨受助者特征对网络捐助的影响,采用2*2的被试内实验设计,以求助者年龄特征(同龄、非同龄)和求助信息特征(感性描述、理性描述)为自变量,以捐助意愿和捐助金额为因变量。研究结果显示,求助者年龄特征和求助信息特征的主效应都不显著,但是两者的交互作用显著。在同龄人的条件下,感性描述所获得的捐助意愿和捐助额都显著少于理性描述;在感性描述情况下,非同龄人所获得的捐助意愿比同龄人高,差异边缘显著;在理性描述的情况下,同龄人获得的捐助金额比非同类人高,差异边缘显著。综上所述,实验一发现网络途径发布的信息会显著提升人们的捐助意愿和捐助金额,这是由于在网络环境中,个人的信息能够得到最大程度的保密,旁观者效应的影响减少。并且越熟悉的人发布的信息,被试越愿意捐助,这可能是由于人际距离影响了人际信任水平,被试更容易相信熟人所发布的信息,因此更加愿意捐助。实验二发现用理性的方式去描述同龄人的求助信息更容易获得捐助,这是由于用理性描述的方式更容易引起被试的感知相似性,而感知相似性引起的共情,会让被试更加愿意帮助求助者;而用感性的方式去描述老人和孩子的求助信息,更容易获得捐助,这是由于相对于年轻人,老人和孩子更容易获得帮助,并且在感性描述的情况下更容易引起被试的共情,从而做出更多的捐助行为。
[Abstract]:Donating behavior has always been one of the hotspots in psychology. In recent years, with the continuous development of the network technology, the donation in the form of network is more and more extensive in our life, and the psychological and behavioral problems have been paid more and more attention and research. In this context, this study summarizes the previous research results, and discusses the impact of two independent variables, information distribution channel and recipient characteristics, on the network donation behavior. Experiment 1 discusses the influence of the information channel source on the network donation, adopts the mixed experimental design of 2X3, takes the way of release (network, reality) and the source of information (acquaintance release, acquaintance forwarding, stranger release) as independent variables. The dependent variable is the willingness and amount of donations. The results show that the online channel has more donor willingness and more money than the practical information. For the way of network publication, strangers get the least amount of donations, and for the real way of publishing, the amount of information published by acquaintances is the most. In experiment 2, the influence of recipient characteristics on network donation was investigated. The age characteristics (same age, non-age) and help information (perceptual description, rational description) were used as independent variables. The dependent variable is the willingness and amount of donations. The results show that the main effects of age characteristics and help information characteristics are not significant, but the interaction between them is significant. Under the condition of the same age, the donor will and the contribution amount obtained by the perceptual description are significantly less than those obtained by the rational description, in the case of the perceptual description, the donor willingness of the non-peer is higher than that of the peers, and the margin of difference is significant. In the case of rational description, the amount of donations received by peers is higher than that of non-peers, and the margin of difference is significant. To sum up, experiment 1 found that the information released by the network channel will significantly increase people's willingness to donate and the amount of donations. This is because in the network environment, the personal information can be kept confidential to the greatest extent, and the influence of bystander effect is reduced. And the more familiar people publish information, the more willing the subjects are to donate. This may be because interpersonal distance affects the level of interpersonal trust, the subjects are more likely to believe the information released by acquaintances, so they are more willing to contribute. Experiment two found that it is easier to obtain donations to describe the help information of peers in a rational way, which is because the rational description method is more likely to cause the participants' perception similarity, and the empathy caused by the perceived similarity. It will make the subjects more willing to help the suitors; It is easier to get donations to describe the help information of the elderly and the children in an emotional way, because the elderly and the children are more likely to get help than the young, and in the case of emotional description, it is easier to arouse the empathy of the subjects. In order to make more donor behavior.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842;C913.7
本文编号：2405307
[Abstract]:Donating behavior has always been one of the hotspots in psychology. In recent years, with the continuous development of the network technology, the donation in the form of network is more and more extensive in our life, and the psychological and behavioral problems have been paid more and more attention and research. In this context, this study summarizes the previous research results, and discusses the impact of two independent variables, information distribution channel and recipient characteristics, on the network donation behavior. Experiment 1 discusses the influence of the information channel source on the network donation, adopts the mixed experimental design of 2X3, takes the way of release (network, reality) and the source of information (acquaintance release, acquaintance forwarding, stranger release) as independent variables. The dependent variable is the willingness and amount of donations. The results show that the online channel has more donor willingness and more money than the practical information. For the way of network publication, strangers get the least amount of donations, and for the real way of publishing, the amount of information published by acquaintances is the most. In experiment 2, the influence of recipient characteristics on network donation was investigated. The age characteristics (same age, non-age) and help information (perceptual description, rational description) were used as independent variables. The dependent variable is the willingness and amount of donations. The results show that the main effects of age characteristics and help information characteristics are not significant, but the interaction between them is significant. Under the condition of the same age, the donor will and the contribution amount obtained by the perceptual description are significantly less than those obtained by the rational description, in the case of the perceptual description, the donor willingness of the non-peer is higher than that of the peers, and the margin of difference is significant. In the case of rational description, the amount of donations received by peers is higher than that of non-peers, and the margin of difference is significant. To sum up, experiment 1 found that the information released by the network channel will significantly increase people's willingness to donate and the amount of donations. This is because in the network environment, the personal information can be kept confidential to the greatest extent, and the influence of bystander effect is reduced. And the more familiar people publish information, the more willing the subjects are to donate. This may be because interpersonal distance affects the level of interpersonal trust, the subjects are more likely to believe the information released by acquaintances, so they are more willing to contribute. Experiment two found that it is easier to obtain donations to describe the help information of peers in a rational way, which is because the rational description method is more likely to cause the participants' perception similarity, and the empathy caused by the perceived similarity. It will make the subjects more willing to help the suitors; It is easier to get donations to describe the help information of the elderly and the children in an emotional way, because the elderly and the children are more likely to get help than the young, and in the case of emotional description, it is easier to arouse the empathy of the subjects. In order to make more donor behavior.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842;C913.7
【参考文献】
相关期刊论文 前10条
1 黄四林;韩明跃;宁彩芳;林崇德;;大学生学校认同对责任感的影响:自尊的中介作用[J];心理学报;2016年06期
2 李振莹;郝垒垒;王大伟;;个体嫉妒水平、受助者外表吸引力对助人行为的影响[J];心理研究;2016年03期
3 曹衍淼;王美萍;常淑敏;;不同情境下大学生移情与内隐利他行为的关系[J];中国健康心理学杂志;2014年03期
4 赵欢欢;张和云;;大学生网络交往动机与网络利他行为:网络人际信任的中介作用[J];心理研究;2013年06期
5 郑显亮;;现实利他行为与网络利他行为:网络社会支持的作用[J];心理发展与教育;2013年01期
6 任晓明;高炜;黄闪闪;;网络慈善捐助引发的思考[J];毕节学院学报;2012年12期
7 郑显亮;顾海根;赵必华;;二阶因素模型的测量等价性检验——以大学生网络利他行为量表为例[J];心理科学;2011年05期
8 郑显亮;顾海根;;国外利他行为影响因素的研究综述[J];外国中小学教育;2010年09期
9 李丹;杜晖;;网络捐款模式探究[J];价值工程;2010年22期
10 王欢;郭玉锦;;网络公共领域的功能与局限性[J];理论前沿;2009年20期
相关博士学位论文 前1条
1 郑显亮;大学生网络利他行为：量表编制与多层线性分析[D];上海师范大学;2010年
相关硕士学位论文 前6条
1 徐庆春;大学生网络社会支持与网络利他行为的关系：一个有调节的中介模型[D];华中师范大学;2014年
2 张娟;关系与利他[D];华中科技大学;2004年
3 危敏;大学生网络亲社会行为的研究[D];山东大学;2007年
4 柯凤华;网络募捐的规范化研究[D];暨南大学;2008年
5 王藐;我国网络募捐治理初探[D];吉林大学;2015年
6 柴江霞;公正世界信念对助人行为的影响[D];河北师范大学;2016年
，本文编号：2405307
本文链接：https://www.wllwen.com/shekelunwen/xinlixingwei/2405307.html
