), 孟陆3 1 暨南大学管理学院
2 暨南大学企业发展研究所, 广州 510632
3 中国人民大学商学院, 北京 100872
收稿日期:2018-09-30出版日期:2019-12-25发布日期:2019-10-21通讯作者:卫海英E-mail:tweihy@jnu.edu.cn基金资助:* 国家自然科学基金项目资助(71772077);国家自然科学基金项目资助(71372169)The impact of congruency between moral appeal and social perception on charitable donation
CHEN Siyun1, WEI Haiying1,2(), MENG Lu3 1 Management School, Jinan University
2 The Institute of Enterprise Development, Jinan University, Guangzhou 510632, China
3 School of Business, Renmin University of China, Beijing 100872, China
Received:2018-09-30Online:2019-12-25Published:2019-10-21Contact:WEI Haiying E-mail:tweihy@jnu.edu.cn摘要/Abstract
摘要： 如何有效地引导个体“慷慨解囊”一直是理论和实践都关注的热点。基于道德基础理论和刻板印象内容模型, 研究考察了在不同社会知觉(温暖型vs.能力型)的劝捐主体中, 两种道德诉求方式(个体人道诉求vs.群体规范诉求)对劝捐效果的影响及其内在机制。3个实验的结果显示：温暖型(能力型)劝捐主体与个体人道诉求(群体规范诉求)更为契合, 更有利于提升劝捐效果; 温暖型劝捐主体进行个体人道诉求主要通过唤起个体的自我效能而提升劝捐效果, 而能力型劝捐主体进行群体规范诉求则主要通过增强个体的反应效能而提升劝捐效果。
图/表 3
图1道德诉求方式与劝捐主体类型对捐赠意愿的交互影响(实验1)
图1道德诉求方式与劝捐主体类型对捐赠意愿的交互影响(实验1)表1变量的描述性统计(实验2)
| 道德诉求方式 捐赠金额(元) | 温暖型(n = 120) | 能力型(n = 123) | ||
|---|---|---|---|---|
| M | SD | M | SD | |
| 个体人道诉求(n = 80) | 15.23 a | 5.66 | 11.68 b | 5.73 |
| 群体规范诉求(n = 81) | 12.13 b | 5.02 | 14.69 a | 5.31 |
| 中性诉求(n = 82) | 13.05 b | 5.65 | 11.98 b | 5.48 |
表1变量的描述性统计(实验2)
| 道德诉求方式 捐赠金额(元) | 温暖型(n = 120) | 能力型(n = 123) | ||
|---|---|---|---|---|
| M | SD | M | SD | |
| 个体人道诉求(n = 80) | 15.23 a | 5.66 | 11.68 b | 5.73 |
| 群体规范诉求(n = 81) | 12.13 b | 5.02 | 14.69 a | 5.31 |
| 中性诉求(n = 82) | 13.05 b | 5.65 | 11.98 b | 5.48 |
表2变量的描述性统计(实验3)
| 效能感主体类型 道德诉求方式 | 自我效能组(n = 231) | 反应效能组(n = 230) | ||||||
|---|---|---|---|---|---|---|---|---|
| 温暖型(n = 118) | 能力型(n = 113) | 温暖型(n = 114) | 能力型(n = 116) | |||||
| M | SD | M | SD | M | SD | M | SD | |
| 个体人道诉求(n = 149) | 5.16 a | 1.44 | 4.13 b | 1.19 | 4.04 a | 1.24 | 3.95 a | 1.17 |
| 群体规范诉求(n = 158) | 4.18 b | 1.30 | 3.88 b | 1.23 | 4.08 a | 1.45 | 4.84 b | 1.15 |
| 中性诉求(n = 154) | 4.22 b | 1.26 | 4.19 b | 1.22 | 4.09 a | 1.24 | 3.81 a | 1.25 |
表2变量的描述性统计(实验3)
| 效能感主体类型 道德诉求方式 | 自我效能组(n = 231) | 反应效能组(n = 230) | ||||||
|---|---|---|---|---|---|---|---|---|
| 温暖型(n = 118) | 能力型(n = 113) | 温暖型(n = 114) | 能力型(n = 116) | |||||
| M | SD | M | SD | M | SD | M | SD | |
| 个体人道诉求(n = 149) | 5.16 a | 1.44 | 4.13 b | 1.19 | 4.04 a | 1.24 | 3.95 a | 1.17 |
| 群体规范诉求(n = 158) | 4.18 b | 1.30 | 3.88 b | 1.23 | 4.08 a | 1.45 | 4.84 b | 1.15 |
| 中性诉求(n = 154) | 4.22 b | 1.26 | 4.19 b | 1.22 | 4.09 a | 1.24 | 3.81 a | 1.25 |
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