摘要
尽管针对个人捐赠的研究与理论发展日益成熟,但目前个人捐赠行为、信息传播行为与非营利组织信任之间的关系仍缺乏实证研究的支持。因此,本文基于一项2020年4月到7月的调查,以公众情境理论为视角,重点探讨个人捐赠行为、信息传播行为与非营利组织信任之间的关系。研究发现,公众的情境认知对其信息传播行为产生了重大影响,与此同时,公众对非营利组织的信任在其信息传播行为与捐赠行为之间发挥了显著调节作用。本文拓展了对公共危机事件中捐赠动员机制的理解,并于现实层面提供了一种公共信任危机中促进个人捐赠行为的策略。
- 曹倖、周奕欣、胥琳佳(2017):《公众情境理论与理性行为理论结合视角下的中国慈善募捐:对三种模型的比较研究》,《国际新闻界》,第6期。
- 陈天祥、姚明(2012):《个人捐赠非营利组织的行为影响因素研究——基于广州市的问卷调查》,《浙江大学学报》(人文社会科学版),第4期。
- 赖泽栋(2014):《问题解决情境理论:公众情境理论的新进展》,《国际新闻界》,第2期。
- 李莹、林功成、陈霓(2016):《农民工性健康信息搜寻行为影响因素与群体差异——基于公众情境理论视角》,《湖南农业大学学报》(社会科学版),第17期。
- 石国亮(2014):《慈善组织公信力的影响因素分析》,《中国行政管理》,第5期。
- 徐延辉、李志滨(2020):《个人捐赠何以可为:慈善信息与组织信任的作用机制研究》,《社会保障研究》,第1期。
- 张丽、李秀峰(2020):《新冠肺炎疫情下红十字会的信用危机及公信力重塑——基于SCCT理论的分析》,《云南行政学院学报》,第5期。
- 钟智锦(2015):《社交媒体中的公益众筹:微公益的筹款能力和信息透明研究》,《新闻与传播研究》,第8期。
- Agrawal,Ajay,Catalini,Christian,& Goldfarb,Avi(2015),“Crowdfunding:Geography,Social Networks,and the Timing of Investment Decisions,” Journal of Economics & Management Strategy 24(2).
- Aldoory,L.,Kim,J.N.,& Tindall,N.(2010),“The Influence of Perceived Shared Risk in Crisis Communication:Elaborating the Situational Theory of Publics,” Public Relations Review 36(2).
- Aldoory,L.,Sha,B.L.(2007),The Future of Excellence in Public Relations and Communication Management,N.J.:Lawrence Erlbaum.
- Behl,A.,Dutta,P.,Sheorey,P.,and Singh,R.K.(2020),“Examining the Role of Dialogic Communication and Trust in Donation-based Crowdfunding Tasks Using Information Quality Perspective,” The TQM Journal 24(2).
- Feng,Y.,Du,L.,Ling,Q.(2017),“How Social Media Strategies of Non-profit Organizations Affect Consumer Donation Intention and Word-of-mouth,” Social Behaviour and Personality an International Journal 45.
- Grunig,J.E.(1997),“A Situational Theory of Publics:Conceptual History,Recent Challenges and New Research,” Public Relations Research:An International Perspective 3.
- Grunig,J.E.(2006),“Furnishing the Edifice:Ongoing Research on Public Relations as a Strategic Management Function,” Journal of Public Relations Research 18(2).
- Hind,A.(2017),“New Development:Fundraising in UK Charities—Stepping Back from the Abyss,” Public Money & Management 37(3).
- Hosmer,L.T.(1995),“Trust:The Connecting Link between Organizational Theory and Philosophical Ethics,” Academy of Management Review 20(2).
- Kruger-Ross,M.J.,& Waters,R.D.(2013),“Predicting Online Learning Success:Applying the Situational Theory of Publics to the Virtual Classroom,” Computers & Education 61.
- Liu,Lili,Suh,Ayoung,and Wagner,Christian(2018),“Empathy or Perceived Credibility?An Empirical Study on Individual Donation Behavior in Charitable Crowdfunding,” Internet Research 28(3).
- Mano,Rita S.(2014),“Social Media,Social Causes,Giving Behavior and Money Contributions,” Computers in Human Behavior 31.
- Mano,R.S.(2014),“Social Media,Social Causes,Giving Behavior and Money Contributions,” Computers in Human Behavior 31.
- Minghui,Kang,Yiwen,Gao,Tao,Wang,& Haichao,Zheng(2016),“Understanding the Determinants of Funders’ Investment Intentions on Crowdfunding Platforms:A Trust-based Perspective,” Industrial Management & Data Systems 116(8).
- McAllister,Daniel J.(1995),“Affect- and Cognition-based Trust as Foundations for Interpersonal Cooperation in Organizations,” Academy of Management Journal 38(1).
- McKeever,B.W.(2013),“From Awareness to Advocacy:Understanding Nonprofit Communication,Participation,and Support,” Journal of Public Relations Research 25(4).
- Osman,Amirul Faiz,Mohammed,Mustafa Omar,and Fadzil,Aiman(2016),“Factor Influencing Cash Waqf Giving Behavior:A Revised Theory of Planned Behavior,” Journal of Global Business and Social Entrepreneurship 1(2).
- Peng,N.,Zhou,X.,Niu,B.,& Feng,Y.(2021),“Predicting Fundraising Performance in Medical Crowdfunding Campaigns Using Machine Learning,” Electronics 10(2).
- Sargeant,A.,& Lee,S.(2004),“Trust and Relationship Commitment in the United Kingdom Voluntary Sector:Determinants of Donor Behavior,” Psychology & Marketing 21(8).
- Sargeant,A.,Ford,J.B.,& West,D.C.(2006),“Perceptual Determinants of Nonprofit Giving Behavior,” Journal of Business Research 59(2).
- Simon,A.F.(1997),“Television News and International Earthquake Relief,” Journal of Communication 47(3).
- Skarmeas,Dionysis,and Shabbir,Haseeb A.(2011),“Relationship Quality and Giving Behaviour in the UK Fundraising Sector:Exploring the Antecedent Roles of Religiosity and Self-construal,” European Journal of Marketing 45(5).
- Tonkiss,Fran,and Passey,Andrew(1999),“Trust,Confidence and Voluntary Organisations:Between Values and Institutions,” Sociology 33(2).
- Waters,R.D.,& Tindall,N.T.(2011),“Exploring the Impact of American News Coverage on Crisis Fundraising:Using Media Theory to Explicate a New Model of Fundraising Communication,” Journal of Nonprofit & Public Sector Marketing 23(1).