An Experimental Study On The Factors Of Individual Donation Behaviour

On basis of the research of the factors affect donation, researchers advanced the theory model and mechanism of donation.But the existing models all lack in considering the function of emotion.Regarding donation,it is necessary for contributor to perceive the information obout acceptor.So we will investigate that the factors of emotion and perception of group how to affect Individual donation behaviour in experiment1.In2001,the field of philanthropy raise a responsibility storm.That makes understanding the law of individual donation behaviour realistically, under the current context of special non-profit organizational ecology.So we will investigate that the different reputation and attribute of non-profit organization how to affect individual donation behaviour.In research,we use the typical experimental method of psychology to investigate individual donation behaviour.In experiment l,we apply a method of completely random design with2x2and we employ the two standardized emotion-elicit-films and the material of donation situation by own to operate experimental variable.The participants are undergraduate student.In experiment2,we apply a method of mixed design with3x2and we employ the material obout the reputation and attribute of non-profit organization to operate experimental variable. The participants are also undergraduate student.In experiment l,the result of ANOVA demonstrate:In the individual donation behaviour,emotion valence have a significant main effect, F(1,126)=6.11,P<0.05; Perception of group have a highly significant main effect, F(1,126)=14.38,P<0.01;There is a highly significant interaction between emotion valence and perception of group, F(l,126)=4.12, p<0.05; In experiment2,the result of ANOVA demonstrate:the reputation of non-profit organization have a highly significant main effect, F(2,83)=6.33, p<0.01-, The main effect of the attribute of non-profit organization don’t exist, F(1,83)=0.11,P=0.742; There is a highly significant interaction between the reputation and attribute of non-profit organization, F(2,83)=8.10,p<0.01.Research obtain conclusions below:(1) Negative emotion can stimulate individual donation more than positive emotion.The result support the view of "empathic joy" but not the view of "positive mood effect".(2) Individual reveal ingroup favoritism in donation,the perception of group clue facilitate individual donation.(3) Emotional and cognitive factor influence individual donation behaviour mutually.The individuals with positive emotion apply heuristic processing more,more sensitive to group clue, and reveal ingroup favoritism more obviously. (4) The reputation of non-profit organization can influence individual donation behaviour.Positive reputation stimulate individual donation and negative reputation damage individual donation.(5) The attribute of non-profit organization can not influence individual donation behaviour directly.But it can influence individual donation behaviour with the reputation of non-profit organization mutually.(6) Government-run non-profit organization is very sensitive to negative reputation information, but nongovernment-run non-profit organization is sensitive to positive reputation information.When individual face different reputation information, they contribute to two attribute of non-profit organization differently.