Research On The Impact Of Relationship Strength,Information Framework And Anchor Type On Charitable Fundraising Effect

In China,charity plays an important role in social security,which is an significant means to promote the redistribution of wealth in society.In recent years,in spite of the continuous development and growth of China's public welfare and charity,represented by the foundations,certain achievements have been also made in the fields of education,culture and assistance to vulnerable groups.However,the biggest difficulty for charity in China at this stage is that the total amount of donations is insufficient,and more and more people are reluctant to donate.Therefore,how to strengthen the effect of public fundraising is the top priority and has become an important research topic in the fields of communication and public marketing.From the perspective of cognitive communication and based on the theories of social network,information frameworks and anchoring effect,this study investigated the influence of relationship strength,information framework and anchoring type on the effect of charity fundraising.Two experiments were designed.In experiment 1,2(relationship strength: weak/strong)×2(anchor type: low/high)factors were used in the design.Experiment 2 is 2(information frame: loss/benefit)×2(anchor type: low anchor/high anchor).In these experiments,the dependent variables were the willingness to donate,the willingness to spread and donation amount.The findings of two experiments:(1)Relationship intensity had a positive effect on charity fundraising,dissemination intention and donation amount.The donation information from others under the strong relationship made the participants have higher donation intention,dissemination intention and donation amount.(2)When the anchor value type was high,the participants showed a higher willingness to donate and the amount of donation.(3)Compared with the benefit-oriented soliciting information framework,the participants gave higher donations.