捐赠型网络众筹中关系亲疏对捐赠金额的影响研究

doi:10.15936/j.cnki.1008-3758.2020.01.007

东北大学学报（社会科学版） ›› 2020, Vol. 22 ›› Issue (1): 49-57.DOI: 10.15936/j.cnki.1008-3758.2020.01.007

捐赠型网络众筹中关系亲疏对捐赠金额的影响研究

张莹，周延风，高银彬

(中山大学管理学院，广东广州510275)

收稿日期:2019-05-20 修回日期:2019-05-20 出版日期:2020-01-25 发布日期:2020-01-19
通讯作者: 张莹
作者简介:张莹(1989-)，女，湖北武汉人，中山大学博士研究生，主要从事消费者行为、营销管理研究;周延风(1963-)，女，湖北武汉人，中山大学教授，博士生导师，从事消费者行为、营销管理研究。
基金资助:
国家自然科学基金资助项目(71872194; 71372153)。

A Study on the Influence of Donor-recipient Relationship on Donation Amount in Online Donation Crowdfunding

ZHANG Ying， ZHOU Yan-feng， GAO Yin-bin

(Business School， Sun Yat-sen University， Guangzhou 510275， China)

Received:2019-05-20 Revised:2019-05-20 Online:2020-01-25 Published:2020-01-19
Contact: -
About author:-
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摘要/Abstract

摘要： 捐赠型网络众筹平台的兴起改变了传统的熟人慈善，但捐赠人同受助人的关系在捐赠型网络众筹中仍具有重要作用。聚焦捐赠型网络众筹情境，通过实验法，探究捐赠人与受助人关系亲疏对捐赠金额的影响机制。实证结果表明，捐赠型网络众筹平台中捐赠人与受助人的关系亲疏对捐赠金额存在两条影响路径，即当捐赠人与受助人处在疏远型关系时，捐赠人会通过自我提升动机进行捐赠;当捐赠人与受助人处在亲近型关系时，捐赠人会通过利他动机进行捐赠，并且与疏远关系相比，捐赠金额更高。捐赠人的道德认同和劝募人人际吸引力会调节捐赠人与受助人关系类型与捐赠金额的关系。

关键词: 捐赠型网络众筹, 关系类型, 道德认同, 人际吸引力

Abstract: The rise of online donation crowdfunding platforms has changed the traditional acquaintance charity. The donor-recipient relationship still plays an important role in online donation crowdfunding. This research focuses on the situation of online donation crowdfunding and explores the mechanism of the effect of the relationship between the donors and the recipients on the donation amount through experiments. The results indicate that in online donation crowdfunding platforms， there are two ways for the donor-recipient relationship to influence the donation amount. When the donor and the recipient are in an estranged relationship， the donor will donate through self-promotion motivation. When the donor and recipient are in a close relationship， the donor will donate through altruistic motives， and the donation amount is higher than that of the estranged relationship. Donor's moral identity and fundraising people's interpersonal attraction will regulate the relationship between the donor-recipient relationship type and the donation amount.

Key words: online donation crowdfunding, relationship type, moral identity, interpersonal attraction

中图分类号:

C939

张莹，周延风，高银彬. 捐赠型网络众筹中关系亲疏对捐赠金额的影响研究[J]. 东北大学学报（社会科学版）, 2020, 22(1): 49-57.

ZHANG Ying， ZHOU Yan-feng， GAO Yin-bin. A Study on the Influence of Donor-recipient Relationship on Donation Amount in Online Donation Crowdfunding[J]. Journal of Northeastern University(Social Science), 2020, 22(1): 49-57.

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捐赠型网络众筹中关系亲疏对捐赠金额的影响研究

A Study on the Influence of Donor-recipient Relationship on Donation Amount in Online Donation Crowdfunding

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