心理学报 ›› 2024, Vol. 56 ›› Issue (9): 1190-1209.doi: 10.3724/SP.J.1041.2024.01190
收稿日期:
2023-10-09
发布日期:
2024-06-25
出版日期:
2024-09-25
通讯作者:
马京晶
E-mail:jingjingma@nsd.pku.edu.cn
基金资助:
ZHAO Yuanjie1,2, MO Zichuan3, MA Jingjing1,2()
Received:
2023-10-09
Online:
2024-06-25
Published:
2024-09-25
Contact:
MA Jingjing
E-mail:jingjingma@nsd.pku.edu.cn
摘要:
本研究聚焦于当前互联网捐赠转化率普遍较低的问题, 基于心理学理论, 提出了一个能够影响和促进个体互联网捐赠意愿的潜在因素: 增加“捐赠箱” (即, 互联网“捐赠箱”效应)。通过1项模拟真实募捐平台的小程序实验和5项控制实验, 本研究验证了该策略的有效性并揭示了背后机制: 在互联网募捐情境中, 增加(vs. 未增加)“捐赠箱”为个体提供了一个感知难度较低的初始决策(即, 是否“加入捐赠箱”比是否“立即捐赠”的决策难度低), 从而提升了他们的决策意愿(即, 加入捐赠箱意愿更高)。而这一初始决策会增强个体与之相关的一致性动机, 进而提高其后续捐赠意愿。此外, 我们识别了互联网“捐赠箱”效应的边界条件: 该效应在一致性偏好较低(vs. 较高)的个体中将被削弱。本研究丰富和拓展了捐赠行为决策相关的理论研究, 并为公益行业从业者开展互联网公益实践提供了重要的启示与参考。
中图分类号:
赵远婕, 莫子川, 马京晶. (2024). 互联网“捐赠箱”效应:增加“捐赠箱”对个体互联网捐赠意愿的影响. 心理学报, 56(9), 1190-1209.
ZHAO Yuanjie, MO Zichuan, MA Jingjing. (2024). Online “donation cart” effect: The impact of “donation cart” on online charitable giving. Acta Psychologica Sinica, 56(9), 1190-1209.
因变量 | 性别 (1 = 男; 2 = 女) | 年龄 | 家庭 年收入 | 婚恋状态 (1 = 已婚; 2 = 未婚) | 过往捐赠经历 (1 = 是; 2 = 否) | |
---|---|---|---|---|---|---|
实验1 | 捐赠意愿 (1 = 是; 0 = 否) | 0.15* | −0.08 | −0.04 | 0.12 | −0.13 |
实验2A | 决策意愿 (1 = 再看看; 7 = 加入捐赠箱/立即捐赠) | 0.08 | 0.00 | 0.22** | −0.16* | −0.14* |
感知决策难度 (1 = 非常容易; 7 = 非常困难) | −0.03 | −0.11 | −0.20** | 0.13 | 0.05 | |
实验2B | 决策意愿 (1 = 决策; 0 = 未决策) | −0.05 | −0.06 | 0.21*** | −0.14* | −0.25*** |
感知决策难度 (1 = 非常容易; 7 = 非常困难) | 0.02 | −0.00 | −0.26*** | 0.13* | 0.21*** | |
实验3 | 捐赠意愿 (1 = 是; 0 = 否) | 0.14* | 0.03 | 0.16** | −0.22*** | −0.24*** |
捐赠决策一致性动机 (1 = 完全没有; 7 = 非常强烈) | −0.01 | 0.05 | 0.21** | −0.08 | −0.20** | |
实验4A | 捐赠意愿 (1 = 是; 0 = 否) | 0.04 | 0.03 | 0.08 | −0.09* | −0.28*** |
实验4B | 捐赠意愿 (1 = 是; 0 = 否) | 0.05 | 0.18*** | 0.16** | −0.34*** | −0.20*** |
附表1 相关分析结果汇总(实验1-4)
因变量 | 性别 (1 = 男; 2 = 女) | 年龄 | 家庭 年收入 | 婚恋状态 (1 = 已婚; 2 = 未婚) | 过往捐赠经历 (1 = 是; 2 = 否) | |
---|---|---|---|---|---|---|
实验1 | 捐赠意愿 (1 = 是; 0 = 否) | 0.15* | −0.08 | −0.04 | 0.12 | −0.13 |
实验2A | 决策意愿 (1 = 再看看; 7 = 加入捐赠箱/立即捐赠) | 0.08 | 0.00 | 0.22** | −0.16* | −0.14* |
感知决策难度 (1 = 非常容易; 7 = 非常困难) | −0.03 | −0.11 | −0.20** | 0.13 | 0.05 | |
实验2B | 决策意愿 (1 = 决策; 0 = 未决策) | −0.05 | −0.06 | 0.21*** | −0.14* | −0.25*** |
感知决策难度 (1 = 非常容易; 7 = 非常困难) | 0.02 | −0.00 | −0.26*** | 0.13* | 0.21*** | |
实验3 | 捐赠意愿 (1 = 是; 0 = 否) | 0.14* | 0.03 | 0.16** | −0.22*** | −0.24*** |
捐赠决策一致性动机 (1 = 完全没有; 7 = 非常强烈) | −0.01 | 0.05 | 0.21** | −0.08 | −0.20** | |
实验4A | 捐赠意愿 (1 = 是; 0 = 否) | 0.04 | 0.03 | 0.08 | −0.09* | −0.28*** |
实验4B | 捐赠意愿 (1 = 是; 0 = 否) | 0.05 | 0.18*** | 0.16** | −0.34*** | −0.20*** |
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