Can Tailored Communications Motivate Environmental Volunteers? A Natural Field Experiment
Can Tailored Communications Motivate Environmental Volunteers? A Natural Field Experiment
复制标题
量身定制的沟通可以激励环保志愿者吗？
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Min Sok Lee
中科院分区：
文献类型：
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作者：
Omar Al;Min Sok Lee
商业活动是经济活动的重要组成部分，特别是对环保组织而言。依靠志愿人员的环境组织利用各种媒体与志愿人员进行交流，如新闻通讯。这是一个实地实验，调查是否有针对性的内容，这些通信的志愿者所陈述的动机有积极的影响，他/她志愿服务的小时数。在我们的研究中，对于非营利组织，我们发现这种剪裁只对主要出于职业考虑的志愿者有影响。我们还发现，这对志愿者意识到正在进行剪裁是非常强大的。
Volunteering is a significant component of economic activity, especially for environmental organizations. Environmental organizations that rely on volunteers communicate with them using a variety of media, such as newsletters. This is a field experiment investigating whether tailoring the content of these communications to the stated motivations of a volunteer has a positive effect on the number of hours he/she volunteers. For the non-profit in our study, we find that such tailoring has an effect only for volunteers motivated primarily by career concerns. We also find this to be robust to the volunteers being aware that the tailoring is occurring.