标题: | 故事诉求、性别和受害者可辨别性对于捐款金额的影响 The interaction effect among story appeal, gender and identifiability on donations |
作者: | 张力仁 Chang, Li-Jen 张家齐 Chang, Chia-Chi 管理科学系所 |
关键字: | 非营利组织;故事诉求;可辨别受害者效应;激励;性别;三因子变异数分析;Non-Profit Organization (NPO);story appeal;identifiable victim effect;inspiration;gender;three-way ANOVA |
公开日期: | 2009 |
摘要: | 台湾的非营利组织的募款策略大多是藉由让大众阅读受害者的故事,进而唤起大众对于受害者的同情心来说服人们捐款。现在,越来越多的捐助者希望被慈善机构激励而捐款,而不是出自于内疚或职责的情绪。本研究的问卷中,故事里的受害者可分为一个人或是三千人,而根据可辨别受害者效应,捐款人捐给一位身分确定的受害者的钱,会大于捐给统计上的受害者的钱。鉴于此,本研究探讨非营利组织不同的故事诉求,包含激励人心的故事、普通的故事、唤起同情心的故事和人们性别上的差异和受害者可辨别性,对于人们捐款的金额的影响。 结果指出,激励人心的故事诉求对于男性而言,比较能产生共鸣,而女性不管激励人心、普通、唤起同情心的故事诉求,捐款金额都没有差异,而女性比起男性更乐于捐款。当捐款的对象为国外的时候,没有可辨别受害者效应。研究发现,捐给统计上的受害者的金额显着高于一名可辨别的受害者。期望本研究的发现,能提供日后非营利组织做募款策略时的参考,使得非营利组织能达成开拓财源、开展更大的慈善市场,更期望使能使社会整体福利达到最大。 The fundraising strategies used by Taiwanese NPOs are usually the demonstration of the victims’ stories to the public, and the attempt to convince people to donate by arousing their sympathy to the victims. Now, more and more donors hope to donate not because of a sense of guilt or responsibility but for the stimulation of the charities. Victims in the stories of our research questionnaires are classified into two categories, one person or three thousand people. According to the identifiable victim effect, the amount of money donated to a single identifiable victim is larger than statistical victims. Given the effect, the research wishes to explore how the differences in the stories of NPOs, including inspiring stories, neutral stories, sympathy-arousing stories, along with the variation of gender difference and the identifiability of the victims would affect people’s decision in the amount of money donated. The result shows that the inspiring stories urge males to donate more, while the females show no differences in reading inspiring, neutral or sympathy-arousing stories. Compared to men, women donate more money on average. When the object of the donation is foreign, there is no evidence of identifiable victim effect. The research demonstrates that the amount of money donated to statistical victims is significantly greater than that to the identifiable one. We hope in the future, the finding of this research may serve as a referral to the formulation of similar NPO strategies, and thus achieve their goal of greater donation, bigger charity market and the best welfare of the overall society. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079731533 http://hdl.handle.net/11536/45362 |
显示于类别: | Thesis |
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