营销科学学报 ›› 2024, Vol. 4 ›› Issue (2): 61-79.

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分期捐还是一次捐——个体捐赠的分期付款效应

韦夏,李瑞瑞,王紫薇,宋奇珊   

  1. 韦夏,深圳大学管理学院副教授,E-mail:weixia@szu.edu.cn。  李瑞瑞,通信作者,深圳大学管理学院硕士研究生,E-mail:1280239731@qq.com。  王紫薇,首都经济贸易大学工商管理学院讲师,E-mail:wangziwei@cueb.edu.cn。  宋奇珊,腾讯科技有限公司产品运营经理,E-mail:ceiccisong@tencent.com。
  • 出版日期:2024-04-16 发布日期:2024-11-28
  • 基金资助:
    本研究得到广东省哲学社会科学规划项目一般项目(编号:GD19CGL39)、 国家自然科学基金面上项目(编号:72272103)的资助。

Installment Donation or One-off Donation—The Effects of Donation Payment Methods on Willingness to Donate

Wei Xia, Li Ruirui, Wang Ziwei, Song Qishan   

  1. Wei Xia, School of Management, Shenzhen University;  Li Ruirui, School of Management, Shenzhen University;  Wang Ziwei, College of Business Administration, Capital University of Economics and Business;  Song Qishan,Tencent Technology Co.Ltd
  • Online:2024-04-16 Published:2024-11-28

摘要: 支付技术的发展使分期付款的方式在个体捐赠领域得以普及:捐赠者可以在一段较长的时间内进行持续的定期捐赠,每次支付较少的金额。分期付款的捐赠形式在实践中应用广泛,但在文献中鲜有研究。本文将分期捐与一次捐进行对比,探讨分期捐的影响和适用情境。通过一个预实验和四个正式实验发现:相比一次捐,分期捐能够降低个体的感知支付痛苦,并提高个体对捐赠的感知有效性,从而提高其捐赠意愿;但是,当慈善项目的需求具有即时性或紧迫性时,分期捐对感知有效性的积极影响会被削弱甚至反转。此外,分期捐能够促使个体对慈善捐赠产生积极的态度。本研究丰富了对个体捐赠方式的认识,为慈善捐赠平台提升募捐效果、促进对慈善事业的长期资助提供有益借鉴。

关键词: 慈善捐赠, 分期付款, 感知有效性, 支付痛苦, 捐赠态度

Abstract: Installment payment is not only adopted by consumers but also by donators in nowadays. An installment donation allows donators to donate regularly over a longer period of time and pay smaller amounts for each donation. Although installment donation has facilitated many donation projects in practice, there are few relevant studies in the literature. The current study compares between installment donation and one-off donation. One preliminary experiment and four formal experiments were conducted to explore the influence of donation payment methods on people' willingness to donate, as well as its underlying mechanism and boundary conditions. The findings revealed that compared with one-off donation, installment donation can reduce perceived pain of payment and increase perceived donation effectiveness, thus enhancing people's willingness to donate. The above effect would not work for instant or urgent donation projects. Additionally, the installment payment method in donation could help elevate individual's general attitude towards charitable donations. This research enriches our understanding of the impacts of donation payment methods and provides valuable insights for encouraging donations. 

Key words: charitable donation, installment payment, perceived effectiveness, perceived pain of payment, donation attitude