不同慈善動機的捐贈者在多種環境因素和二次決策下最終捐贈意願的探討;On the Final Donation Will of Donator with Varied Charitable Motivations under the Influence of Multiple Environmental Factors and Second Decisions

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题名:	不同慈善動機的捐贈者在多種環境因素和二次決策下最終捐贈意願的探討;On the Final Donation Will of Donator with Varied Charitable Motivations under the Influence of Multiple Environmental Factors and Second Decisions
作者:	陳敏行;Chen, Min-Xing
贡献者:	企業管理學系
关键词:	慈善動機;二次決策;停滯時間;文字顏色;任務完成度;情緒;心理溫度
日期:	2018-06-26
上传时间:	2018-08-31 11:49:58 (UTC+8)
出版者:	國立中央大學
摘要:	慈善動機影響著捐贈者的行為，本研究提出兩種全新慈善動機——立功動機/贖罪動機，並於二次決策機制中驗證不同動機的特性。本研究以兩個實驗設計先探討karma信仰程度（高/低）與慈善動機（立功動機/贖罪動機）對選擇捐贈類型（時間/金錢）和捐款形式（一次性/分期）的形影，探究兩種動機之間的差異與特性。後以5個實驗，在二次決策機制中，加入停滯時間，文字顏色，任務完成度，情緒，心理溫度，從多個角度進一步探討立功動機與贖罪動機之間的差異。研究結果如下: 1. 立功與贖罪的慈善動機對捐贈類型和捐款方式的選擇具有影響 2. 立功動機比起贖罪動機面對環境因素更敏感 3. 立功動機更加感性，贖罪動機更加理性 4. 任務完成度會在相對高與低時對捐贈意願產生影響 ;Charitable motivations influence the behavior of donators. This paper proposes two brand new charitable motivations, namely the service motivation and the atonement motivation, and validates the properties of both motivations in second decision mechanism. The study designs two experiments to explore the influence of the strength of Karma belief (strong/weak) and charitable motivations (service motivation/atonement motivation) on donation types (time/money) and forms of donation payment (lump-sum payment/installments) and to analyze the differences and properties of both motivations. Another five experiments are designed under second decision mechanism to further discuss the differences between the service motivation and the atonement motivation in terms of dead time, text color, goal proximity, emotion and psychological warmth. Major findings are followings: 1. The service motivation and the atonement motivation influence the donation type and the form of donation payment differently. 2. The service motivation is more sensitive to environmental factors than the atonement motivations. 3. The service motivation is more emotional, while the atonement motivation is more reasonable. 4. The goal proximity influences the donation willingness when it is relatively high or low.
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