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
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外国经济与管理 2014 年 第 36 卷第 06 期, 页码：15 - 23
摘要
参考文献
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。
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[3]Aquino K and Reed A.The self-importance of moral identity[J].Journal of Personality and Social Psychology,2002,83:1423-1440.
[4]Aquino K and Mcferran B and Laveen M.Moral identity and the experience of moral elevation in response to acts of uncommon good-ness[J].Journal of Personality and Social Psychology,2011,(04):703-718.
[5]Arnett Dennis and Steve Gernab,Shelby Hunt.The identity salience model of relationship marketing success:The case of nonprofit marketing[J].Journal of marketing,2003,67(4):89-105.
[6]Brady F N and Wheeler G E.An empirical study of ethical predispositions[J].Journal of Business Ethics,1996,15:927-941.
[7]Bryant W K,et al.Participation in philanthropic activities:Donating money and time[J].Consumer Policy.2003,26(1):43-74.
[8]Fennis,et al,Acts of Benevolence:A Limited-resource account of compliance with charitable requests[J].Journal of Consumer Research,2009,35(6):906-924.
[9]Fisher R and Mark V and Kersi A.An empathy-helping perspective on consumers’responses to fund-raising appeals[J].Journal of Consumer Research,2008,35(3):519-531.
[10]Goolsby J R and Hunt S D.Cognitive moral development and marketing[J].Journal of Marketing.1992,56:55-68.
[11]Hardy S.A and Carlo G.Identity as a source of moral motivation[J].Human Development.2005,48:232-256.
[12]Hardy S A.Identity,reasoning,and emotion:An empirical comparison of three sources of moral motivation[J].Motivation and Emotion.2006,3:205-213.
[13]Landry,et al.Toward an understanding of the economics of charity:Evidence from a field experiment[J].Quarterly Journal of Economics,2006,(121):747-782.
[14]Lee and Jaehoon S.Conspicuous consumption versus charitable behavior in response to social exclusion:A differential needs explanation[J].Journal of Consumer Research.2012,39(3):530-44.
[15]Lisa E B and Americus Reed II.Sticky priors:The perseverance of identity effects on judgment[J].Journal of Marketing Research,2004,41(4):397-410.
[16]Mcclelland R and Brooks A C.What is the real relationship between income and charitable giving?[J].Public Finance Review.2004,32(5):483-98.
[17]Michael L R.Marketing Communications in Nonbusiness Situations or Why It’s So Hard to Sell Brotherhood like Soap[J].Journal of Marketing,1979,43:11-20.
[18]RenéBekkers and Pamala Wiepking.A literature review of empirical studies of philanthropy:eight mechanisms that drive charitable giving[J].Nonprofit and Voluntary Sector Quarterly,2011,40(5):924-973.
[19]Reed A and Aquino K.Moral identity and the expanding circle of moral regard toward out-groups[J].Journal of Personality.2003,84:1270-1286.
[20]Reed and Mark F.and Stefano P.and Luk Warlop.Identity-based consumer behavior[J].International Journal of Research in Marketing:Special Issues on Consumer Identities.2012,29(4):310-21.
[21]Reynolds J and Ceranic T L.The effects of moral judgment and moral identity on moral behavior:An empirical examination of the moral individual[J].The Journal of Applied Psychology.2007,92:1610-1624.
[22]Reynolds J.Moral awareness and ethical predispositions:Investigating the role of individual differences in the recognition of moral issues[J].Journal of Applied Psychology.2006,91:233-243.
[23]Sargeant A.Charitable giving:Towards a model of donor behavior[J].Journal of Marketing Management,1999,(15):215-238.
[24]Shang J.and Americus Reed II and Rachel Croson.Identity congruency effects on donations[J].Journal of Marketing Research.2008,45(6):351-61.
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[27]White and Katherine and John Peloza.Self-benefit versus other-benefit marketing appeals:Their effectiveness in generating charitable support[J].Journal of Marketing.2009,73(7):109-124.
[28]Winterich,et al.Donation behavior toward in-groups and out-groups;The role of gender and moral identity[J].Journal of Consumer Research.2009,36(2):199-214.
[29]Winterich V M and Karl A.When does recognition increase charitable behavior?toward a moral identity-based model[J].Journal of Marketing,2013,77(3):121-134.
[30]Zhou Xinyue,et al.The gift keeps on giving[J].Journal of Consumer Research.2012,39(1):39-50.
引用本文
林志扬, 肖前, 周志强. 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[J]. 外国经济与管理, 2014, 36(6): 15–23.
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