【摘要】：基于已有的捐贈行為影響因素的研究,有學者提出了捐贈行為的理論模型和機制。但是這些已有模型普遍缺乏對于捐贈行為中情緒所起作用的探討。在捐贈行為中,捐贈者感知到關于捐贈對象的信息是很有必要的。所以本研究中實驗一將探討情緒因素和群體知覺會如何影響個人捐贈行為。2011年慈善領域掀起問責風暴,這使得研究當前特有的非營利組織生態(tài)背景下,個人捐贈行為的規(guī)律極具現(xiàn)實意義。因此本研究中實驗二將探討不同非營利組織聲譽和不同非營利組織性質如何影響個人捐贈行為。 本研究采用典型的心理學實驗方法研究個人捐贈行為的影響因素。實驗一采用2×2完全隨機設計,運用兩段標準化的情緒誘發(fā)影片和自編的捐贈情境材料操作實驗變量,選取大學生被試進行實驗。實驗二采用3×2混合設計,運用自編非營利組織聲譽和性質材料操作實驗變量,選取大學生被試進行實驗。 實驗一方差分析結果顯示：在個人捐贈行為中,情緒類型有顯著主效應,F(1,126)=6.11,p0.05；群體知覺狀況存在極其顯著的主效應,F(1,126)=14.38,p0.01；情緒類型與群體知覺狀況存在顯著的交互作用,F(1,126)=4.12,p0.05；實驗二方差分析結果表明：組織聲譽有極其顯著的主效應,F(2,83)=6.33,p0.01；組織性質不存在主效應,F(1,83)=0.11,p=0,742；組織聲譽與組織性質存在極其顯著的交互作用,F(2,83)=8.10,p0.01. 本研究得出如下結論： (1)消極情緒比積極情緒更能促進個體的捐贈。結果不支持積極情緒效應而支持共情樂趣的觀點。 (2)個體在捐贈中存在內群體偏好的傾向,對于群體線索的感知會促進個體的捐贈。 (3)情緒和認知因素會共同作用影響個體的捐贈行為。積極情緒的個體更多的運用啟發(fā)式加工,對于群體線索更為敏感,在捐贈中更傾向于內群體偏好。 (4)非營利組織聲譽會對個體捐贈產生影響。積極聲譽促進捐贈,消極聲譽對捐贈產生傷害作用。 (5)非營利組織性質不會直接影響個體捐贈,但是與非營利組織聲譽因素共同作用會影響到個體的捐贈。 (6)官辦非營利組織對消極的聲譽信息十分敏感,而民辦非營利組織則對積極聲譽消息敏感。個體在面對不同聲譽信息時,對兩種性質組織的捐贈出現(xiàn)了差異。
[Abstract]:Based on the existing research on the influencing factors of donation behavior, some scholars put forward the theoretical model and mechanism of donation behavior. However, there is a general lack of discussion on the role of emotion in donation behavior. In the act of donation, it is necessary for the donor to perceive the information about the donor. So in this study, experiment one will explore how emotional factors and group perception will affect individual donation behavior. In 2011, there was a storm of accountability in the field of charity, which makes the study of the current unique ecological background of non-profit organizations. The law of individual donation is of great practical significance. Therefore, the second experiment will explore how the reputation of different non-profit organizations and the nature of different non-profit organizations affect individual donation behavior. In this study, typical psychological experiments were used to study the influencing factors of individual donation behavior. In the first experiment, 2 脳 2 complete random design was used, two standardized mood-induced films and self-made donation situation materials were used to operate the experimental variables, and the college students were selected to conduct the experiment. In the second experiment, 3 脳 2 mixed design was adopted, and the experimental variables were used to operate the materials of reputation and nature of non-profit organizations. College students were selected to carry out the experiment. The results of ANOVA showed that in individual donation behavior, the main effect of emotion type was F _ (1126) 6.11p _ (0.05), the main effect of group perception was extremely significant (F _ (1126) 14.38 / p _ (0.01), and the interaction between emotion type and group perception was significant (P _ (1126) = 4.12p0.05). The results of ANOVA in experiment 2 showed that there was an extremely significant main effect on organizational reputation F (2C83) 6.33 p0.01, there was no main effect F (1C83) 0.11p0742, and there was a very significant interaction between organizational reputation and organizational property, and there was an extremely significant interaction between organizational reputation and organizational property, which was 8.10p0.01. The conclusions are as follows: (1) negative emotion can promote individual donation more than positive emotion. Results the results did not support the positive emotional effect but the viewpoint of the pleasure of empathy. (2) there was a tendency of group preference in donation. Perception of group cues will promote individual donation. (3) emotional and cognitive factors affect individual donation behavior. Individuals with positive emotions use heuristic processing more sensitive to group cues and more inclined to group preference in donations. (4) Non-profit organization reputation will have an impact on individual donation. Positive reputation promotes donation and negative reputation does harm to donation. (5) the nature of non-profit organization will not directly affect individual donation. However, the joint effect of reputation factors with non-profit organizations will affect the individual donation. (6) Government non-profit organizations are very sensitive to negative reputation information, while private non-profit organizations are sensitive to positive reputation information. When individuals are faced with different reputation information, there are differences in donations to two kinds of organizations.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：C912.6

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