钱玲,杜兰英,侯俊东.微公益特征因素解析及对个人公益参与行为的影响[J].管理科学,2019,32(3):120-134
微公益特征因素解析及对个人公益参与行为的影响
Research on the Micro Charity Characteristic and Its Influences on Individual Charity Participation Behavior
投稿时间:2018-01-23  修订日期:2018-06-23
DOI:10.3969/j.issn.1672-0334.2019.03.010
中文关键词:  微公益特征  个人公益参与行为  认知信任  情感信任  社交媒体策略
英文关键词:micro charity characteristic  individual charity participation behavior  cognitive trust  affective trust  social media strategy
基金项目:国家自然科学基金(71602052,71472070,71874163);湖北省教育厅人文社会科学研究青年项目(16Q206);湖北企业文化中心重点项目(2016A01)
作者单位E-mail
钱玲 湖北经济学院 工商管理学院武汉 430205 ling_qian1987@yeah.net 
杜兰英 华中科技大学 管理学院武汉 430074 lanyingdu@163.com 
侯俊东 中国地质大学(武汉) 经济管理学院武汉 430074 houjundong@163.com 
摘要点击次数: 255
全文下载次数: 0
中文摘要:
        伴随着中国公益事业的快速发展,公益慈善的重要性日渐凸显。以“免费午餐”为代表的微公益这一新型公益参与模式受到社会的普遍关注,并迅速吸引了公众的广泛参与。相关研究表明微公益的某些特征有助于吸引个人参与公益,但大多集中于对微公益的现象描述和概念分析,缺少对微公益促进个人参与公益内在机理的深入探析。
        梳理微公益特征和微公益个人公益行为驱动因素等已有研究,运用焦点小组访谈、开放式问卷和结构化问卷识别微公益特征的3个维度,即微公益事项特征属性、社交媒体策略、可参与性。基于微公益特征-信任状态-公益参与行为框架,基于346份有效问卷数据,运用结构方程模型分析微公益特征因素对个人公益参与行为的影响机理。
        研究结果表明,认知信任和情感信任搭建了微公益特征与个人公益参与行为之间的桥梁;微公益的3个特征维度在促进个人公益行为中的作用不同,社交媒体策略和可参与性通过认知信任激发个人公益浏览行为,微公益事项特征属性和社交媒体策略通过情感信任促进个人公益贡献行为;个人公益参与者的认知信任影响其情感信任。
        通过理论分析和实证检验,系统识别了微公益的3个特征维度,厘清了微公益特征对个人公益参与行为的影响机理。深化了对微公益的认识,拓展了信任理论和个人公益行为理论在非营利组织营销领域的运用。研究结果可指导微公益实践者根据公益目标,组合运用微公益的特征因素,设计具有针对性的公益营销方案,吸引个人的广泛参与;也建议微公益实践者认识到认知信任与情感信任的差异性,更细致地对微公益参与者进行信任管理。
英文摘要:
        With the rapid development of philanthropy, charity is becoming increasingly important in China. Micro charity, such as Free Lunch, is a new charity participation mode attracting extensive attention and broad participation from the public. Recent literature reveals that the characteristics of micro charity are conducive to the attraction of individual charity participation. While the previous researches mainly focus on the phenomenon description and conceptual analysis, they neglect to explore the mechanism of micro charity in promoting individual charity participation behavior.
        In this paper, we first reviewed the relevant literatures on micro charity characteristics and the driving factors for individual micro charity participation. Through focus group interview, open-ended questionnaire and structured questionnaire, the three dimensions of micro charity characteristics were well identified. Micro charity showed its distinguishing features on micro charity cause attributes, social media strategy and accessibility to participation. Moreover, this paper established a theoretical framework based on micro charity characteristics-trust perception-behavior structure. To verify this framework, we conducted a questionnaire survey and collected 346 valid questionnaires from individual micro charity participants. Structured equation model was employed to analyze the influence mechanism of the micro charity characteristics on individual charity participation behavior.
        The results show that cognitive trust and affective trust are the bridge connecting micro charity characteristics and individual charity participation behavior. The three dimensions of micro charity characteristics play various roles in promoting individual charity participation behavior. Social media strategy and accessibility to participation affect individual charity viewing behavior through cognitive trust, while micro charity cause attributes and social media strategy affect individual charity contribution behavior through affective trust. In addition, the micro charity participant′s cognitive trust has a positive effect on his affective trust.
        Through the theoretical analysis and empirical test, the three dimensions of micro charity characteristics are clarified and the mechanism of micro charity characteristics on individual charity participation is explored. The research results deepen the knowledge on micro charity, and at the same time, expand the application of trust theory and individual charity behavior theory in nonprofit organization marketing. Besides, this paper proposes the guidance for micro charity organization practitioners. The micro charity practitioners should be goal-oriented, and fully exploit the micro charity characteristics to design a customer-targeted marketing plan, so as to attract individual charity participation. Also, the micro charity practitioners should realize the difference between cognitive trust and affective trust, and conduct a refined trust management on individual micro charity participant.
查看全文  查看/发表评论  下载PDF阅读器
关闭