| Personal donation is an important factor in promoting social fairness and justice,maintaining social harmony and stability,and is the main research object in the field of charitable donation.Scholars have found that pictures are an important influencing factor for personal donations.In the donation project,the presence of the pictures of the recipients and the content presented affect the willingness of the individual.Previous studies have shown that pictures are closely related to color information.Color information is an important part of pictures.Different color attributes and color combinations significantly affect the results of picture information expression.However,at this stage,few scholars have studied the relationship between color information of pictures and individual willingness to donate.Therefore,this article selects the color information of the picture as the research object,explores its relationship with the willingness of individual donation,and provides a new research perspective for subsequent charitable donation research.Based on the HSV color space model and color concept metaphor theory,this paper divides the color information of the picture into three attributes: hue,saturation,and lightness,and explores the impact of the color information of the picture on individual donation intention from the perspective of color metaphor.In addition,this paper also introduces the background mood variable,based on the reaction competition model theory,to explore the effect of different background moods on the relationship between color information of pictures and individual willingness to donate.This article validates the research hypothesis through four experiments: Experiment one explores the relationship between the color information of pictures and the main effect of individual willingness to donate.Experiment 2 explores the effect of color information of pictures on individual donation willingness when the recipients have different genders.Experiment 3 explores the effect of color information on individual donation willingness after the combination of color attributes(saturation x hue,saturation x lightness,hue x lightness).Experiment 4 explores the effect of color information of pictures on individual willingness to donate under different background emotional conditions(positive emotion,negative emotion).Finally,the following conclusions are drawn: Firstly,the saturation attribute of the color information of the picture positively affects the individual’s willingness to donate,and there is no significant interaction with the gender,hue attribute,and brightness attribute of the recipient.Secondly,there is a significant interaction between the background mood and the saturation attribute of the picture color information.Under the conditions of positive emotion initiation,saturation positively affects individual willingness to donate;under the conditions of negative emotion initiation,the effect of saturation on individual willingness to donate is weakened. |
