A Study On The Mechanism Of The Incidental Similarity On Helping Intention

Helping behavior contributes significantly to social harmony,and thus has always been the concern of massive scholars.A large number of previous studies have found that similarity can lead to more pro-social behavior.However,we also note that the similarity in previous studies is limited between the one who offers help and the one who receives help.There is a saying that love me,love my dog,which means,when a person loves someone,he will love whatever is associated with that people.Moreover,the previous studies about intimate relationships have confirmed the profound impact of close people.Under this background,this paper decided to explore whether incidental similarity between the one who seeks help and an intimate person of the one who is asked to help brings stronger helping intention.First,this paper builds up a theory model and puts forward the corresponding hypothesis based on previous researches.Then the paper uses the 408 questionnaire data for an empirical analysis with spss19.The results of data analysis indicate that the incidental similarity has a significant impact on people's willingness to help through social connected,while the self-other inclusion and self-expansion motivation significantly adjust the influencing process.Next,the results obtained from the empirical analysis are discussed,followed by the corresponding management enlightenments.Lastly,this paper summarizes the limitations of this study and provides some prospects of future research.