道德倾向与慈善捐赠行为关系实证研究——基于道德认同的调节作用

被引：15

作者：

林志扬

肖前

周志强

机构：

[1] 厦门大学管理学院

来源：

外国经济与管理 | 2014年 / 36卷 / 06期

关键词：

道德倾向; 道德认同; 慈善捐赠;

D O I：

10.16538/j.cnki.fem.2014.06.001

中图分类号：

D632.9 [其他]; D648 [道德教育];

学科分类号：

1204 ; 120401 ; 0308 ;

摘要：

关于企业慈善捐赠问题学术界已经有了大量的研究成果,但关于个人慈善捐赠行为的研究则鲜有人问津。本文就道德认同(内在化和表征化)对道德倾向(功利导向和义务导向)与个人慈善捐赠行为关系的调节作用进行了理论和实证分析。本文利用对到厦门旅游的游客及厦门高校的学生进行问卷调查回收的453份样本数据,通过结构方程模型进行分析,研究结果表明,功利导向和义务导向分别会抑制和增加个人的慈善捐赠行为。除此之外,表征化弱化了功利导向与慈善捐赠行为之间的负向关系,内在化和表征化则强化了义务导向与慈善捐赠行为的正向关系。

引用

页码：15 / 23+31 +31

页数：10

共 12 条

[1] When Does Recognition Increase Charitable Behavior? Toward a Moral Identity-Based Model [J].

Winterich, Karen Page ;

Mittal, Vikas ;

Aquino, Karl .

JOURNAL OF MARKETING, 2013, 77 (03) :121-134

[2] Identity-based consumer behavior [J].

Reed, Americus, II ;

Forehand, Mark R. ;

Puntoni, Stefano ;

Warlop, Luk .

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2012, 29 (04) :310-321

[3]

Self-Benefit versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support[J] . Katherine White,John Peloza.Journal of Marketing . 2009 (4)

[4] An empathy-helping perspective on consumers' responses to fund-raising appeals [J].

Fisher, Robert J. ;

Vandenbosch, Mark ;

Antia, Kersi D. .

JOURNAL OF CONSUMER RESEARCH, 2008, 35 (03) :519-531

[5] Identity congruency effects on donations [J].

Shang, Jen ;

Reed, Americus, II ;

Croson, Rachel .

JOURNAL OF MARKETING RESEARCH, 2008, 45 (03) :351-361

[6]

Identity, Reasoning, and Emotion: An Empirical Comparison of Three Sources of Moral Motivation[J] . Sam A. Hardy.Motivation and Emotion . 2006 (3)

[7]

A grotesque and dark beauty: How moral identity and mechanisms of moral disengagement influence cognitive and emotional reactions to war[J] . Karl Aquino,Americus Reed,Stefan Thau,Dan Freeman.Journal of Experimental Social Psychology . 2006 (3)

[8]

Sticky Priors: The Perseverance of Identity Effects on Judgment[J] . Lisa E. Bolton,Americus Reed.Journal of Marketing Research . 2004 (4)

[9]

Public goods experiments without confidentiality: a glimpse into fund-raising[J] . James Andreoni,Ragan Petrie.Journal of Public Economics . 2003 (7)

[10]

Participation in Philanthropic Activities: Donating Money and Time[J] . W. Keith Bryant,Haekyung Jeon-Slaughter,Hyojin Kang,Aaron Tax.Journal of Consumer Policy . 2003 (1)

← 1 2 →