偶发的敬畏情绪会激励人们捐赠吗?

doi:10.15936/j.cnki.1008-3758.2020.04.006

东北大学学报（社会科学版） ›› 2020, Vol. 22 ›› Issue (4): 38-46.DOI: 10.15936/j.cnki.1008-3758.2020.04.006

偶发的敬畏情绪会激励人们捐赠吗?

梁剑平，郭蕾蕾，刘招斌

(中山大学管理学院，广东广州510275)

收稿日期:2019-10-18 修回日期:2019-10-18 出版日期:2020-07-25 发布日期:2020-07-29
通讯作者: 梁剑平
作者简介:梁剑平(1978-)，男，广东广州人，中山大学副教授，博士生导师，主要从事消费者行为研究;郭蕾蕾(1992-)，女，河南郑州人，中山大学博士研究生，主要从事消费者行为研究。
基金资助:
国家自然科学基金资助项目(71672201);国家自然科学基金重点资助项目(71832015)。

Will Incidental Awe Inspire People to Donate?

LIANG Jian-ping， GUO Lei-lei， LIU Zhao-bin

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

Received:2019-10-18 Revised:2019-10-18 Online:2020-07-25 Published:2020-07-29
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摘要/Abstract

摘要： 敬畏情绪是一种普遍存在的积极情绪，基于“捐赠决策模型”和“激励-帮助”假设，通过2个实验检验了偶发的敬畏情绪如何影响人们的捐赠意愿。研究结果表明:偶发的敬畏情绪可以唤起个体的激励状态或使个体产生对受捐者自救能力不足的推断，从而增强捐赠者的捐赠意愿。经验开放性可以在上述中介机制中起调节作用。对于经验开放性高的个体，敬畏情绪可以通过上述两个中介途径增加捐赠者的捐赠意愿，但对于经验开放性低的个体，偶发的敬畏情绪只能通过使个体产生对受捐者能力不足的推断而增加捐赠意愿。

关键词: 敬畏情绪, 捐赠意愿, 经验开放性

Abstract: Awe is a common positive emotion. Based on the “donation decision model” and the “inspiration-help” hypothesis， this study examines how incidental awe affects people's donation behavior through two experiments. The results show that incidental awe can increase the willingness to donate by evoking the level of individuals' inspiration and enabling individuals to infer the donee's lack of self-help ability; openness to experience can play a moderating role in the above mechanism. Incidental awe can increase the donor's willingness to donate through the above two mediating mechanisms for individuals with high openness to experience， whereas for individuals with low openness to experience， incidental awe can only increase the willingness to donate by enabling individuals to infer the donee's lack of self-help ability.

Key words: awe, willingness to donate, openness to experience

中图分类号:

C939

梁剑平，郭蕾蕾，刘招斌. 偶发的敬畏情绪会激励人们捐赠吗?[J]. 东北大学学报（社会科学版）, 2020, 22(4): 38-46.

LIANG Jian-ping， GUO Lei-lei， LIU Zhao-bin. Will Incidental Awe Inspire People to Donate?[J]. Journal of Northeastern University(Social Science), 2020, 22(4): 38-46.

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偶发的敬畏情绪会激励人们捐赠吗?

Will Incidental Awe Inspire People to Donate?

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