【摘要】：捐助行為一直是心理學(xué)的研究熱點(diǎn)之一。近年來,隨著網(wǎng)絡(luò)技術(shù)的不斷發(fā)展,網(wǎng)絡(luò)形式的捐助在我們生活中越來越廣泛,其中的心理與行為問題得到了廣泛的關(guān)注與研究。在這樣的背景下,本研究總結(jié)前人的研究成果,探討信息發(fā)布渠道和受助者特征兩個(gè)自變量對(duì)網(wǎng)絡(luò)捐助行為的影響。實(shí)驗(yàn)一探討信息渠道來源對(duì)網(wǎng)絡(luò)捐助的影響,采用2*3的混合實(shí)驗(yàn)設(shè)計(jì),以發(fā)布途徑(網(wǎng)絡(luò)、現(xiàn)實(shí))和信息源(熟人發(fā)布、熟人轉(zhuǎn)發(fā)、陌生人發(fā)布)為自變量,以捐助意愿和捐助金額為因變量。研究結(jié)果顯示,網(wǎng)絡(luò)途徑發(fā)布比現(xiàn)實(shí)途徑發(fā)布的求助信息獲得了更多的捐助意愿和捐助金額。對(duì)于網(wǎng)絡(luò)發(fā)布途徑,陌生人發(fā)布的信息獲得的捐助金額最少;對(duì)于現(xiàn)實(shí)發(fā)布途徑,熟人發(fā)布的信息獲得的捐助金額最多。實(shí)驗(yàn)二探討受助者特征對(duì)網(wǎng)絡(luò)捐助的影響,采用2*2的被試內(nèi)實(shí)驗(yàn)設(shè)計(jì),以求助者年齡特征(同齡、非同齡)和求助信息特征(感性描述、理性描述)為自變量,以捐助意愿和捐助金額為因變量。研究結(jié)果顯示,求助者年齡特征和求助信息特征的主效應(yīng)都不顯著,但是兩者的交互作用顯著。在同齡人的條件下,感性描述所獲得的捐助意愿和捐助額都顯著少于理性描述;在感性描述情況下,非同齡人所獲得的捐助意愿比同齡人高,差異邊緣顯著;在理性描述的情況下,同齡人獲得的捐助金額比非同類人高,差異邊緣顯著。綜上所述,實(shí)驗(yàn)一發(fā)現(xiàn)網(wǎng)絡(luò)途徑發(fā)布的信息會(huì)顯著提升人們的捐助意愿和捐助金額,這是由于在網(wǎng)絡(luò)環(huán)境中,個(gè)人的信息能夠得到最大程度的保密,旁觀者效應(yīng)的影響減少。并且越熟悉的人發(fā)布的信息,被試越愿意捐助,這可能是由于人際距離影響了人際信任水平,被試更容易相信熟人所發(fā)布的信息,因此更加愿意捐助。實(shí)驗(yàn)二發(fā)現(xiàn)用理性的方式去描述同齡人的求助信息更容易獲得捐助,這是由于用理性描述的方式更容易引起被試的感知相似性,而感知相似性引起的共情,會(huì)讓被試更加愿意幫助求助者;而用感性的方式去描述老人和孩子的求助信息,更容易獲得捐助,這是由于相對(duì)于年輕人,老人和孩子更容易獲得幫助,并且在感性描述的情況下更容易引起被試的共情,從而做出更多的捐助行為。
[Abstract]:Donating behavior has always been one of the hotspots in psychology. In recent years, with the continuous development of the network technology, the donation in the form of network is more and more extensive in our life, and the psychological and behavioral problems have been paid more and more attention and research. In this context, this study summarizes the previous research results, and discusses the impact of two independent variables, information distribution channel and recipient characteristics, on the network donation behavior. Experiment 1 discusses the influence of the information channel source on the network donation, adopts the mixed experimental design of 2X3, takes the way of release (network, reality) and the source of information (acquaintance release, acquaintance forwarding, stranger release) as independent variables. The dependent variable is the willingness and amount of donations. The results show that the online channel has more donor willingness and more money than the practical information. For the way of network publication, strangers get the least amount of donations, and for the real way of publishing, the amount of information published by acquaintances is the most. In experiment 2, the influence of recipient characteristics on network donation was investigated. The age characteristics (same age, non-age) and help information (perceptual description, rational description) were used as independent variables. The dependent variable is the willingness and amount of donations. The results show that the main effects of age characteristics and help information characteristics are not significant, but the interaction between them is significant. Under the condition of the same age, the donor will and the contribution amount obtained by the perceptual description are significantly less than those obtained by the rational description, in the case of the perceptual description, the donor willingness of the non-peer is higher than that of the peers, and the margin of difference is significant. In the case of rational description, the amount of donations received by peers is higher than that of non-peers, and the margin of difference is significant. To sum up, experiment 1 found that the information released by the network channel will significantly increase people's willingness to donate and the amount of donations. This is because in the network environment, the personal information can be kept confidential to the greatest extent, and the influence of bystander effect is reduced. And the more familiar people publish information, the more willing the subjects are to donate. This may be because interpersonal distance affects the level of interpersonal trust, the subjects are more likely to believe the information released by acquaintances, so they are more willing to contribute. Experiment two found that it is easier to obtain donations to describe the help information of peers in a rational way, which is because the rational description method is more likely to cause the participants' perception similarity, and the empathy caused by the perceived similarity. It will make the subjects more willing to help the suitors; It is easier to get donations to describe the help information of the elderly and the children in an emotional way, because the elderly and the children are more likely to get help than the young, and in the case of emotional description, it is easier to arouse the empathy of the subjects. In order to make more donor behavior.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：B842;C913.7

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