ISSN 0439-755X
CN 11-1911/B

心理学报 ›› 2024, Vol. 56 ›› Issue (9): 1190-1209.doi: 10.3724/SP.J.1041.2024.01190

• 亲社会行为专刊(1) • 上一篇    下一篇


赵远婕1,2, 莫子川3, 马京晶1,2   

  1. 1北京大学国家发展研究院;
    2北京大学全球女性领导力研究中心, 北京 100871;
    3中山大学国际金融学院, 广东 珠海 519082
  • 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:
  • 基金资助:
    国家自然科学基金(72002143, 72302249), 腾讯公益慈善基金会(TF-20220506-00007-0003, QT21006-3-9(与南都公益基金会)), 比尔及梅琳达·盖茨基金会(OPP1183979, INV-004139)

Online 'donation cart' effect: The impact of 'donation cart' on online charitable giving

ZHAO Yuanjie1,2, MO Zichuan3, MA Jingjing1,2   

  1. 1National School of Development, Peking University, Beijing 100871, China;
    2Women's Leadership Research Centre, Peking University, Beijing 100871, China;
    3International School of Business & Finance, Sun Yat-sen University, Zhuhai 519082, China
  • Received:2023-10-09 Online:2024-06-25 Published:2024-09-25

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。

关键词: 个体捐赠, 互联网捐赠, 决策难度, 一致性动机, 一致性偏好

Abstract: In online charitable giving, low donation conversion rates present a significant challenge. While much of the prior research in this area has concentrated on factors tied to existing fundraising practices, our research proposes and examines a novel factor that could significantly impact donation conversion rates: the addition of a 'donation cart'. Our findings suggest that adding a 'donation cart' can boost donations in online fundraising, which we termed the online 'donation cart' effect. This effect occurs because adding a 'donation cart' makes it easier for people to make initial decisions (i.e., deciding to add to the donation cart) and subsequently ensures consistency in their donation decisions. Furthermore, we propose that the preference for consistency moderates the 'online donation cart' effect, such that this effect is attenuated among those with a lower (vs. higher) preference for consistency.
We conducted six preregistered studies to test our propositions. Study 1 was a mini-program experiment designed to simulate a real online fundraising environment. We developed two simulated donation platforms—one with the addition of a 'donation cart' and one without—to compare their fundraising performances. Subsequently, Studies 2A, 2B, and 3 were three controlled experiments that examined the joint underlying mechanisms of the online 'donation cart' effect: perceived decision difficulty and consistency motive. Specifically, Studies 2A and 2B compared individuals' perceived decision difficulty and their decision intention when deciding whether to 'add to the donation cart' vs. 'donate immediately'. Study 3 evaluated the impact of adding (vs. not adding) a 'donation cart' on individuals' consistency motive and donation intention. Lastly, Studies 4A and 4B both measured and manipulated individuals' preference for consistency, examining the interaction effect between adding (vs. not adding) a 'donation cart' and levels (lower vs. higher) of preference for consistency on individuals' donation intentions.
As predicted, Study 1 demonstrated that adding (vs. not adding) a 'donation cart' significantly boosted donations, thus supporting the online 'donation cart' effect. Studies 2A and 2B further revealed that deciding whether to 'add to the donation cart' (vs. 'donate immediately') was perceived as easier, thereby increasing individuals' decision intention. Study 3 then established that adding (vs. not adding) a 'donation cart' strengthened individuals' motivation for consistency related to their initial decisions, which ultimately increased their donation intention. Lastly, Studies 4A and 4B found that the online 'donation cart' effect was attenuated in individuals with a lower (vs. higher) preference for consistency, confirming the moderating role of the preference for consistency.
This research contributes to the literature on donation behavior, deepening our grasp of online charitable behavior by uncovering previously unexplored determinants. Moreover, it provides practitioners in the charitable sector with important practical insights, setting the stage for more effective strategies in digital philanthropy.

Key words: individual giving, online giving, decision difficulty, consistency motive, preference for consistency