【作者】 王琳；

【导师】 郑春东；

【作者基本信息】 天津大学 ， 工商管理， 2019， 硕士

【摘要】 随着慈善公益事业的社会化,越来越多的人参与到慈善捐赠中。在现实捐赠过程中,人们往往对与自己有相似体验的人更容易产生共情。但是,假如捐赠者与受助者同时经历相似体验呢?捐赠者会倾向于关注自身还是帮助他人?关于这一问题的探究,目前在相似体验领域存在一定的争议,因而,本研究将深入探讨相似体验对捐赠意愿的影响,尝试解决这一争议。此外,在中国经济快速发展的背景下,环境污染也愈发严重,然而中国人愿意为环境污染捐赠的金额比西方国家的人更低。而通过深入探讨发现,环境污染问题作为一种集体威胁的相似体验具有很大的代表意义,因此,本文选择以环保捐赠为相似体验的研究情境,探究捐赠者所在地的环境污染严重程度对环保捐赠的影响。本研究以共情间隔理论为主要依据,结合主、客观数据,通过4个实验逐步深入地探究了捐赠者所在地空气污染严重程度与环保捐赠之间的关系,并探索了关注他人和共情的连续中介作用,以及污染变好程度和污染种类的调节作用。最终得到以下4个结论:(1)捐赠者所在地的环境污染严重程度显著正向影响人们的环保捐赠意愿;(2)关注他人和共情连续中介了捐赠者所在地环境污染严重程度和环保捐赠意愿之间的关系;(3)捐赠者所在地的空气污染变好程度显著负向调节了该影响机制;(4)污染种类的调节作用并不显著。本研究弥补了集体威胁下相似体验对捐赠影响的研究空白,并为慈善组织如何更好地开展环保捐赠提供了借鉴意义。更多还原

【Abstract】 With the socialization of philanthropy,more and more people are participating in charitable donations.In real donation situation,people tend to pay more empathy for those who have similar experiences with themselves.But what if the donors and the recipients experience a similar experience at the same time? Will donors tend to focus on themselves or help others? There is a little controversy in this research field.Therefore,this study will deeply explore the impact of similar experiences on the willingness to donate and try to resolve this controversy.In addition,with the astounding development of Chinese economy,environmental pollution has become more serious.However,Chinese people are willing to donate less for environmental pollution than people in Western countries.Through in-depth discussion,it is found that the similar experience of environmental pollution as a collective threat has great representative.Therefore,this research chooses the situation of environmental donation as a similar experience,and explores the effect of local environmental pollution on donation.Based on the theory of cold to hot empathy gap,this study combines the subjective and objective data,and gradually explores the research problem through four experiments.In the end,we get four conclusions:(1)The more serious local air pollution will be positively associated with people’s willingness to donation on environmental pollution;(2)Focus on others and empathy continuously mediate the relationship;(3)The positive influence of the local air pollution on the people’s focus of attention on other spaces’ haze is weaker when local air pollution is getting better in a high degree compared to a low degree;(4)Different kinds of pollution will not effect this relationship significantly.This study compensates for the research gaps in the impact of similar experiences on donations under collective threats,and provides a reference for how charitable organizations can better carry out environmental donations.更多还原