联系我们

论文查询结果	返回搜索

论文编号：	9402
作者编号：	1120130804
上传时间：	2017/6/21 11:44:18
中文题目：	传承动机对消费者捐赠行为的影响：效应、机制及其跨文化检验
英文题目：	The Impact of Legacy Motivation on Consumers’ Charitable Behaviors: The Mechanism and Cross-Cultural Adaptability
指导老师：	张永强
中文关键字：	传承动机;捐赠行为;积德;善因营销;自我—品牌联结;公正世界信念
英文关键字：	Legacy motivation, donation, investing in descendant, cause-related marketing, self-brand connection, belief in a just world
中文摘要：	“积德行善”这一朴素的文化信念根植于每一位国人心中,成为中国文化的重要元素。“行善”不单单是空洞的文化口号,它的践行对当下中国社会的全面发展还有着重要的促进作用。发展慈善事业有助于社会救助弱势群体,解决政府无法企及的社会难题,对促进中国公民社会的建立和成长有着重要作用。在社会实践中,大量的非营利组织积极应用营销知识开展慈善营销,力图吸引社会公众的各式捐赠(比如金钱捐赠和以志愿者方式为代表的时间捐赠);与此同时,也有大量的企业开展各式的慈善营销活动(比如善因营销),一方面履行企业的社会责任,另外一方面也强化企业自身的公众形象,提升产品销量和企业绩效。因此,慈善营销获得了营利与非营利各类组织的关注和重视,它们都力图探究影响人们从事“善行”的因素都有哪些,并期待从中获得市场洞见,提升组织绩效。 到目前为止,营销学术界也意识到研究消费者“善行”的重要性,比如探究人们的直接捐赠行为,探究人们对企业慈善营销的反应,等等。但系统考察当前研究,我们发现关于消费者出于何种动机从事“善行”的动机问题尚未得到很好解答。另外,现有关于消费者“善行”的研究基本在西方文化背景下展开,还很少有研究探讨过以中国文化为代表的东方传统文化对消费者从事“善行”有何影响。基于实践重要性以及理论缺口,本文将从动机视角出发,以消费者向非营利组织直接捐赠(金钱捐赠和时间捐赠)以及参与企业发起的善因营销活动(间接捐赠)为研究情境,探讨中国文化中古而有之,但缺乏实证探索的“传承动机” 对人们从事“善行”(包括直接捐赠和间接捐赠)的影响,以及“积德行善”在这个过程中所扮演的理论解释角色(即中间机制)。为深入探究上述效应,本文综合采用问卷调查法和实验法,并收集中美两国消费者的行为数据,论证了传承动机正面提升消费者从事善行的可能性,提升消费者对从事善因营销活动的品牌的评价。本文还进一步发现为子孙后代积德在其中扮演的中介角色,并系统的排除了若干个竞争性解释。 传承是表征个体感知自我如何被后人铭记的问题,以及他们的抽象表征如何在离开人世后继续获得延续。因此,传承动机就是指人们希望自己以及与自我相关的物品、事件、个性、精神、价值观等,能被后人铭记和流传的个体动机。中国文化中早已推崇过“三不朽”:太上有立德,其次有立功,其次有立言,虽久不废,此之谓三不朽。“三不朽”即为古人回答如何实现传承的答案之一。本文通过研究一和研究二来论证个体的传承动机正面影响消费者的捐赠行为。其中研究一在中国采用问卷测量传承动机的个体差异,调查了在尼泊尔地震期间消费者的真实捐赠行为;研究二利用美国样本启动个体的传承动机,考察它对消费者在自己的收入分配中捐赠支出比例的影响。两个研究论证了传承动机可正向影响消费者的捐赠行为,且该结论具有跨文化适用性。 研究三、四和五三个实验系统验证了为后代积德这一概念在传承动机正向影 响捐赠行为中所扮演的中介角色。为后代积德的概念也论证了中国人从事善行的朴素出发点是获得“福报”,这个获得的“福报”不是施之于自己,而是施之于自己的子孙后代。研究三利用中国学生样本,发现为后代积德中介了传承动机对 时间捐赠的影响,并排除了印象管理的竞争性解释。研究四利用中国成年人样本测量了个体在传承动机上的差异,发现它正向影响消费者的金钱捐赠,并且再次验证了为后代积德的中介效应。研究五通过亚马逊的 M-turk 平台收集了美国成年人样本,启动其传承动机并考察它对时间捐赠的影响,结果发现先前研究结论得到重复并且再次发现为后代积德同样扮演中介角色,还进一步排除了印象管理、自我延续性感知和未来导向的竞争性解释。 研究六、七、八和九四个研究共同探讨了传承效应的边界条件。研究六发现自我与后代之间心理联结的强弱会调节上面所述的传承效应,即只有当个体感知到后代是自我的延续,自己与后代之间具有近距离的心理联结时,上述传承效应才存在;反之,自我与后代的心理联结处于远距离时,从传承动机到为后代积德进而影响捐赠的机制并不成立。类似地,研究七发现上述心理机制只存在于那些拥有高的公平世界信念的个体身上,即那些个体相信世界是公平的,相信付出就有回报,相信善有善报恶有恶报。反之,当个体持有低公平世界信念时,上述心 理过程并不成立。研究八探讨了捐赠广告是利他框架还是利己框架对上述心理机制的影响,结果发现为后代积德的心理机制只存在利他广告广告当中。研究九探 讨了受捐者与施助者之间社会距离的影响,以往发现人们更愿意帮助与自己社会 距离近的个体(内群体效应),而本文发现传承动机可对内群体效应起到削弱作用,即当人们拥有传承动机时,不管被帮助者与自己的社会距离是远还是近,个 体都会实施帮助行为。 研究十和十一以善因营销为个体实施捐赠行为的研究情境(非间接捐赠), 我们用不同的实验材料共同论证了消费者的传承动机会正向影响消费者对从事 善因营销活动的品牌评价。具体而言,越具有传承动机的消费者越会和从事善因营销活动的品牌形成强心理联结,将品牌视为自我的一个部分,并且表征道德认同在其中起到了中介作用。 总而言之,本文运用科学方法,在不同消费者(中美不同文化以及学生和成 年人样本)、不同捐赠行为(金钱捐赠和时间捐赠)以及不同实验场景下,系统挖掘中国传统文化中的特色变量——传承动机,对消费者从事(直接/间接)捐赠行为的正向影响,在控制无关变量和排除若干竞争性解释的基础上,最终确认 “为后代积德”的中间机制。
英文摘要：	“Merit transfer”, as a type of traditional belief, has been prevalent among Eastern individuals and has become a typical element of Chinese culture. Doing a good deed is not a superficial slogan, but an important implication in promoting the full development of Chinese society. Supporting the charity cause can not only help the disadvantaged group and solve the social problems facing the government, but also advance the establishment of civilized society. In practice, a large number of nonprofit organizations actively use marketing knowledge to develop effective communication with consumers, trying to attract many kinds of donations from the public (such as money donation and time donation in the way of volunteer actions). At the same time, it has become prevalent among enterprises to carry out various types of charitable activities (such as cause-related marketing), making effort in fulfilling the corporate social responsibility, strengthening the corporate public image, enhancing product sales, as well as promoting business performance. As a result, philanthropic marketing has gained abundant attention of both profit enterprises and non-profit organizations. They are trying to explore what are influencing people's intentions in doing a good deed, and look forward to gaining valuable insight and improving organizational performance. Recently, scholars in marketing domain has being aware of the importance of exploring consumers’ good deeds, such as their direct donation actions or responses to corporates’ philanthropic marketing. However, there has not been enough research addressing how to promote consumers to engage in donation activities in motivational perspective. Moreover, the existing research on donation is basically carried out in the context of Western culture. There has been little research focusing on what kind of belief in Eastern culture may affect consumers’ donation acts. Given the importance of implication and the current gap in academic research, this paper is focusing on consumers’ direct donation behavior to the charity (e.g., time donation and money donation), and consumers’ reactions to the corporate cause-related marketing (i.e., indirect donation behavior), in the perspective of consumer motivation. In other words, the current research is attempting to examine the effect of legacy motivation on consumers’ donation behaviors, including both direct and indirect donation, and to explore what process is underlying the effect of legacy (i.e., the mechanism). In specific, we find that legacy motivation would enhance consumers’ donation behaviors and evaluations towards brands in cause-related marketing, by using both the survey and experimental methods and collecting the behavioral data from both Chinese and American consumers. In addition, the current research identifies that the motivation of investing in descendant drives the impact of legacy motivation on consumers’ helping behaviors, ruling out several potentially alternative explanations. Legacy represents people’s perceptions on how they will be remembered by next generation, and how their symbolic selves will be extended after they are gone. The current research conducted 11 experiments to investigate how legacy motivation would affect consumers’ donation behaviors. In specific, studies 1 and 2 examined that legacy motivation would promote consumers’ donation actions, by measuring the chronic legacy motivation and manipulating the situational legacy motivation respectively. Study 1 tested consumers’ actual time donation behaviors towards victims in 2015 Nepal earthquake by using Chinese sample. Study 2 tested how consumers allocated their annual income on charitable activities by using the American sample. All in all, studies 1 and 2 found that the positive effect of legacy motivation on helping behaviors would exist in both Eastern and Western culture. Studies 3, 4 and 5 systematically explored the mediating role of investing in descendant in the positive effect of legacy on donation. Note that investing in descendant captures people’s specific motivation in engaging in helping acts that they help others due to gaining benefit for their descendants in the future, but not obtaining benefit for themselves in the current. Specifically, study 3 used Chinese sample to prime legacy motivation, and examined the positive legacy effect on consumers’ time donation and explored the process of investing in descendants underlying the legacy effect. Meanwhile, study 3 ruled out the alternative explanation of image management. Study 4 used Chinese sample to measure the chronic legacy motivation, and demonstrated that legacy motivation would enhance consumers’ money donation and replicated the mechanism of investing in descendants. Study 5 used American sample to manipulate the legacy motivation, and replicated the positive effect of legacy on time donation and the mediating role of investing in descendants as well. Further, study 5 eliminated the alternative explanation of image management, future self-continuity, and future orientation. Studies 6-9 systematically investigated the boundary conditions for the legacy effect. In particular, study 6 demonstrated that the self-descendant connection would moderate the legacy effect, such that the legacy effect only emerged among consumers with strong connection with their descendants. In contrast, when people perceived weak connection with their descendants, the legacy effect disappeared. Study 7 found that the legacy effect only emerged among people holding the just world belief. However, when not believing the world is just, people thought helping others would not gain benefit for their descendants in the future, thus the proposed legacy effect disappeared. Study 8 examined the moderating role of appeal frame, showing that the increased donation intention due to legacy motivation only occurred in the condition of other-gain frame. In contrast, in the self-gain frame, the legacy motivation would not enhance the helping behaviors any more. In addition, study 9 explored the moderation effect of perceived social distance of recipient. Specifically, prior research showed that people are basically more likely to help close others or in-group members than far others or out-group members. However, study 9 documented that consumers with strong legacy motivation are equally likely to donate no matter the victims are at far or close distance. Studies 10 and 11 focused on consumers’ indirect donation behaviors by examining their reactions on corporate cause-related marketing activity. In specific, by using different stimuli, the two studies showed that legacy motivation would increase consumers’ evaluations toward brands engaging in cause-related marketing activity. In other words, when possessing legacy motivation, people are more likely to form strong self-brand connection with those brands in the cause-related marketing campaign. The current research adds to the literature in several ways. First, to our best knowledge, this article is the first empirical research to test the consequence of legacy motivation in the context of marketing domain. Second, the current findings identify a new motivational antecedent of prosocial behaviors. Finally, this article provides evidences for the motivation underlie people’s creation and transmission of legacy.
查看全文：	预览  下载(下载需要进行登录)