如何致谢好心人：致谢类型对捐赠行为的影响

营销科学学报 ›› 2016, Vol. 12 ›› Issue (3): 101-114.

如何致谢好心人：致谢类型对捐赠行为的影响

汪涛，冯文婷，雷卫华，周南

汪涛，武汉大学经济与管理学院教授，Email：wangtao@whu.edu.com。
冯文婷（通讯作者），武汉大学经济与管理学院博士生，Email：wenting.feng@yahoo.com。
雷卫华，武汉大学经济与管理学院博士生，Email：whlei502@sohu.com。
周南，香港城市大学市场营销系教授，Email：nan.zhou@cityu.edu.hk。

出版日期:2016-09-01 发布日期:2017-03-15
基金资助:
本研究感谢国家自然科学基金重点项目(71532011)、国家自然科学基金面上项目(71272226)的支持。

How to recognize donors: The influence of recognition’s type on donation performance

Tao Wang, Wenting Feng, Weihua Lei, Nan Zhou

Tao Wang, School of Economics and Management, Wuhan University.
Wenting Feng, China University of Geosciences, Wuhan.
Weihua Lei, School of Economics and Management, Wuhan University.
Nan Zhou, Department of Marketing, City University of Hong Kong.

Online:2016-09-01 Published:2017-03-15

摘要/Abstract

摘要：

研究通过3个实验探索了致谢类型对个体后续捐赠行为的影响。结果表明行为感谢型致谢能够促进后续捐赠行为，品质欣赏型致谢则会抑制后续捐赠行为。公开程度并不影响收到行为感谢型致谢的个体的后续捐赠行为；但公开程度越高，品质欣赏型致谢更容易降低个体的后续捐赠行为。道德认同内化水平越高，越能够促进收到行为感谢型致谢的个体后续的捐赠行为，也更容易抑制收到品质欣赏型致谢的个体后续的捐赠行为。本文为公益机构选择合适的致谢方式提供建议。

关键词: 致谢类型, 自我感知利他, 捐赠行为, 道德认同内化

Abstract:

Based on 3 empirical studies, the authors analyze the influence of recognition’s type on subsequent donation performance. Study 1 discovers that gratitude recognition can promote subsequent donation performance and commend recognition inhibit subsequent donation performance. Public degree doesn’t influence the effect of gratitude recognition on subsequent donation behavior, but decreases the donation performance of individuals who receive commend recognition. Moral identity internalization is positive related to the influence of both two recognitions on subsequent donation performance. The current study provides suggestions for charities to employ appropriate recognitions.

Key words: recognition type, self-perceived altruism, donation, moral identity internalization

汪涛，冯文婷，雷卫华，周南. 如何致谢好心人：致谢类型对捐赠行为的影响[J]. 营销科学学报, 2016, 12(3): 101-114.

Tao Wang, Wenting Feng, Weihua Lei, Nan Zhou. How to recognize donors: The influence of recognition’s type on donation performance[J]. Journal of Marketing Science, 2016, 12(3): 101-114.