个人慈善捐赠的“助推”机制: 基于行为实验研究

社会转型与危机频发的当下，慈善事业发挥着第三次分配与增进社会福祉的功能。个人慈善捐赠是慈善活动的基本单元。从微观个体决策角度揭示“受助对象-捐赠动机-捐赠行为”的过程机制有助于深入理解捐赠黑箱。本项目紧扣“助推”在个体慈善捐赠中的关键机制，聚焦“受助个体信息”、“社会比较信息”、“情感唤起信息”等关键变量，构建“显著型、社会型、启动型”等三种“助推”决策范式，揭示引发个人慈善捐赠的因果模型。本项目以行为实验为主要手段，有效融合实验室实验、网络实验和田野实验等采样途径。本项目有望在三方面取得理论进展：①基于同情理论，揭示捐赠人对受助个体信息价值感知的基本规律。②基于社会比较理论，探索社会比较信息助推个人捐赠的内在机制。③基于道德认同理论，探求情感刺激、捐赠经历对个人捐赠的影响机理。本项目特色在于借助行为实验法，揭示慈善捐赠“助推”机制，有望对非营利组织高效筹款提供借鉴。

In the tipping point of social transformation and public crisis, philanthropy is undertaking its function of third-round distributing and promoting social welfare. Individual charitable donations are the basic unit of philanthropy. Revealing the process model of "recipients-donation motivation-donation behavior" from the perspective of micro-individual decision-making helps to understand the black box of donations. This project is based on the key mechanism of "Nudge" in individual charitable donations, focusing on key variables of "recipients information", "social comparison information", and "emotional arousal information" to construct "salience nudges", "norms nudges" and "priming nudges" decision paradigms, revealing the causal logic that triggers individual donations. This project uses behavioral experiments as the main method, and effectively integrates laboratory experiments, network experiments and field experiments. This project may contribute to the theoretical progress in three aspects: ①Based on the sympathy theory, revealing the basic rules of donors' perceived value of recipients information. ②Based on social comparison theory, exploring the internal mechanism of social comparison information nudging individual donations. ③Based on moral identity theory, exploring the influence mechanism of emotional arousal and donation experience on individual donations. The characteristic of this project is to reveal the "Nudge" mechanism of donation with behavioral experiments, which is expected to provide reference for efficient fund-raising of nonprofit organizations.