情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究

1、情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究公益廣告(Public Service Announcement/ Public Service Advertisement)作為一種社會(huì)教育形式和信息傳播的形態(tài),在社會(huì)發(fā)展中起著不可忽視的作用,它也是大部分溝通活動(dòng)中重要的組成部分(OKeefe 和 Reid,1990)。本研究過(guò)程中整理了較有代表性的官方和學(xué)者對(duì)公益廣告的定義(參見(jiàn)表2-1),并通過(guò)對(duì)公益廣告和商業(yè)廣告的對(duì)比,認(rèn)為非營(yíng)利性和精神性是公益廣告的兩個(gè)本質(zhì)特征,再結(jié)合公益廣告在我國(guó)的現(xiàn)實(shí)

2、情況,本研究將公益廣告定義為:公益廣告是政府部門(mén)、非營(yíng)利組織、企業(yè)或媒體等機(jī)構(gòu)不以營(yíng)利為目的,旨在通過(guò)推廣公益觀念、道德準(zhǔn)則和價(jià)值理念等有利于社會(huì)公眾利益的一種廣告?zhèn)鞑セ顒?dòng)。 鑒于公益廣告具有的獨(dú)特的輿論導(dǎo)向和道德引領(lǐng)作用,它已成為社會(huì)營(yíng)銷(xiāo)的主要方面,各國(guó)慈善機(jī)構(gòu)或組織借助它進(jìn)行慈善活動(dòng)或慈善意識(shí)宣傳的力度也日益上升。而捐贈(zèng)活動(dòng)(包括捐贈(zèng)金錢(qián)、財(cái)物和時(shí)間)是慈善事業(yè)的重要構(gòu)成,受到政府和非營(yíng)利組織的高度重視。在我國(guó)普通公眾參與慈善捐贈(zèng)比例偏小的情況下,如何通過(guò)有效的公益廣告溝通策略執(zhí)行對(duì)社會(huì)大眾的慈善心理進(jìn)行“規(guī)勸、提醒和引導(dǎo)”則成為是一個(gè)重要的課題。學(xué)術(shù)界在關(guān)于公益廣告中勸導(dǎo)公眾的效果研究中

3、普遍認(rèn)為激發(fā)公眾的情感反應(yīng)是昀常見(jiàn)、也是行之有效的一種方式(James 和 Eugenia ,2000),即公眾在某種情感狀態(tài)下(如負(fù)面情感)會(huì)更傾向于做出捐贈(zèng)行為。通過(guò)對(duì)于國(guó)外文獻(xiàn)的閱讀,本文發(fā)現(xiàn)學(xué)術(shù)界關(guān)于情感對(duì)捐贈(zèng)行為的影響研究尚未得到一致的結(jié)論。例如:有些研究者支持正面情感(positive emotion)對(duì)捐贈(zèng)行為有促進(jìn)作用(如Carlson et al.,1988),而另外一些學(xué)者認(rèn)為負(fù)面情感(negative emotion)有助于捐贈(zèng)決策的做出(Cialdini,1990)。同時(shí),學(xué)術(shù)界也認(rèn)為,公眾在自身情感的影響下做出捐贈(zèng)行為的動(dòng)機(jī)反應(yīng)也有所不同。具體來(lái)說(shuō),學(xué)術(shù)界將其分為利己

4、動(dòng)機(jī)(egoistic motivation)和利他動(dòng)機(jī)(altruistic motivation)兩種。學(xué)術(shù)界關(guān)于這兩種動(dòng)機(jī)對(duì)捐贈(zèng)意愿的影響研究爭(zhēng)論也是一直存在的。而在國(guó)內(nèi),對(duì)公益廣告和慈善捐贈(zèng)兩方面的研究多集中在它們的社會(huì)價(jià)值(吳元梁,1997)、道德影響(楊方方,2004)等宏觀評(píng)價(jià)上,而從普通公眾心理角度出發(fā),將從市場(chǎng)營(yíng)銷(xiāo)、心理學(xué)、社會(huì)學(xué)等跨學(xué)科角度探討公益廣告對(duì)公眾情感、動(dòng)機(jī)反應(yīng)和慈善捐贈(zèng)意愿的影響的研究尚屬空白。 基于以上綜述,本研究旨在通過(guò)實(shí)證研究方法來(lái)發(fā)現(xiàn)感性訴求的公益廣告3 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究對(duì)于引發(fā)公眾情感,繼而影響其

5、捐贈(zèng)動(dòng)機(jī)和捐贈(zèng)意向的影響路徑。本研究采用美國(guó)心理學(xué)家Lazarus(1991)提出的情感適應(yīng)理論(theory of emotion and adaptation)作為研究的理論框架,以實(shí)驗(yàn)為研究方法。在實(shí)驗(yàn)操作中,本研究以救助貧困孩子的公益廣告為刺激物(stimulus),探討公眾在正面訴求、負(fù)面訴求和負(fù)面與正面結(jié)合訴求三類公益廣告的刺激下,所激發(fā)的正面或者負(fù)面情感狀態(tài)對(duì)捐贈(zèng)動(dòng)機(jī)反應(yīng)和捐贈(zèng)意愿的影響,旨在闡明情感與動(dòng)機(jī)和行為意向之間的關(guān)系。本研究的研究結(jié)果將對(duì)于我國(guó)從公眾心理角度研究公益廣告效果的理論方面有所推進(jìn);同時(shí)研究結(jié)論也將具備管理實(shí)踐意義,即可以為推動(dòng)公眾參與慈善活動(dòng)所進(jìn)行的廣告推廣

6、提出具體建議。 本研究采用了理論演繹與實(shí)證研究相結(jié)合的方法,首先在梳理已有的關(guān)于公益廣告和慈善捐贈(zèng)的研究成果之上,提出本研究的研究假設(shè)和模型。本文從公眾情感角度研究公益廣告對(duì)捐贈(zèng)意愿的影響,同時(shí)引入動(dòng)機(jī)反應(yīng)來(lái)建立情感與行為之間的關(guān)系。為了驗(yàn)證假設(shè),本研究先后以北京某高校的在校大學(xué)生和MBA學(xué)生為被試對(duì)象,進(jìn)行了兩個(gè)實(shí)驗(yàn)。實(shí)驗(yàn)一采用單因素設(shè)計(jì),通過(guò)控制公益廣告感性訴求的三種形式(正面、負(fù)面和負(fù)正結(jié)合)來(lái)考察公眾情感對(duì)捐贈(zèng)意愿的影響。通過(guò)對(duì)實(shí)驗(yàn)結(jié)果的分析得到以下結(jié)論:在不同訴求方式的公益廣告刺激下公眾的情感反應(yīng)是有顯著差異的,而且不同情感可以顯著的引起公眾不同程度的捐贈(zèng)意愿,昀后驗(yàn)證了捐贈(zèng)動(dòng)機(jī)反應(yīng)

7、情感與捐贈(zèng)意愿之間的中介作用。實(shí)驗(yàn)二也采用單因素設(shè)計(jì),主要研究不同程度的負(fù)面情感對(duì)公眾動(dòng)機(jī)反應(yīng)的影響。通過(guò)對(duì)實(shí)驗(yàn)數(shù)據(jù)的分析得到以下結(jié)論:公眾感受的負(fù)面情感越高,他做出利己動(dòng)機(jī)反應(yīng)的意愿越強(qiáng)烈,而且對(duì)利己動(dòng)機(jī)中的排解痛苦反應(yīng)昀強(qiáng)烈。 依據(jù)上述的結(jié)論,本文的研究意義可以從理論意義和實(shí)踐意義兩個(gè)角度來(lái)分析。其中,本文的理論意義包含以下兩方面: 第一,將正面情感效應(yīng)在Lazarus(1991)的情感適應(yīng)理論中進(jìn)行驗(yàn)證,擴(kuò)充情感適應(yīng)理論的應(yīng)用范圍,并將利己和利他動(dòng)機(jī)反應(yīng)作為該理論中處理(coping)過(guò)程的一部分,驗(yàn)證情感狀態(tài)對(duì)動(dòng)機(jī)反應(yīng)方式的影響。本研究表明:正面情感會(huì)對(duì)負(fù)面情感產(chǎn)生修正作用,并且會(huì)促進(jìn)

8、捐贈(zèng)行為的發(fā)生,而且負(fù)面情感越高,受眾越傾向于利己動(dòng)機(jī)反應(yīng),尤其是排解自身痛苦的動(dòng)機(jī);第二,引入負(fù)面與正面相結(jié)合這種新型的訴求方式,從心理學(xué)角度比較不同訴求方式的公益廣告對(duì)受眾心理的情感以及捐贈(zèng)行為傾向的影響,填補(bǔ)國(guó)內(nèi)公益廣告在4 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究慈善捐贈(zèng)宣傳方面的研究空白。本研究表明:負(fù)正結(jié)合訴求的公益廣告能夠更好的激發(fā)受眾的捐贈(zèng)意愿,因此可以考慮在實(shí)務(wù)中采用。 本研究的實(shí)踐意義體現(xiàn)在以下兩方面:第一,幫助非營(yíng)利組織提升公益廣告的慈善宣傳效果。通過(guò)實(shí)驗(yàn)論證了三種訴求方式的公益廣告在勸導(dǎo)公眾參與慈善捐贈(zèng)方面的區(qū)別,同時(shí)也研究了大學(xué)生與MB

9、A兩種不同的社會(huì)群體在情感、捐贈(zèng)動(dòng)機(jī)和捐意愿等方面的差異,從而為非營(yíng)利組織制定針對(duì)性更強(qiáng)且更有效的公益廣告策略提供了科學(xué)依據(jù),使得非營(yíng)利組織可以獲得更多公眾的支持而增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力;第二,幫助非營(yíng)利組織認(rèn)識(shí)到關(guān)注捐贈(zèng)人情感和心理反應(yīng)的重要性。潛在捐贈(zèng)人的情感狀態(tài)直接影響著他們對(duì)非營(yíng)利組織各種宣傳刺激(不僅指廣告)的感知和后續(xù)行為,因此,憑借多種營(yíng)銷(xiāo)策略在一定程度上通過(guò)影響受眾的情感而激發(fā)其捐贈(zèng)意愿并培養(yǎng)持久的捐贈(zèng)意識(shí),這將有助于提高我國(guó)普通公眾參與慈善的水平并推動(dòng)慈善事業(yè)的整體發(fā)展。 本文的創(chuàng)新點(diǎn)主要體現(xiàn)在以下三個(gè)方面: 首先,本文以研究非營(yíng)利組織的公益廣告溝通策略為主題,以心理學(xué)理論為理論基礎(chǔ)

10、,旨在改善慈善捐贈(zèng)這一社會(huì)學(xué)的焦點(diǎn)問(wèn)題,實(shí)現(xiàn)了市場(chǎng)營(yíng)銷(xiāo)學(xué)、心理學(xué)、社會(huì)學(xué)等跨學(xué)科研究,避免了以往單一學(xué)科研究的片面性,同時(shí)也填補(bǔ)了我國(guó)在公益廣告和慈善捐贈(zèng)領(lǐng)域研究的空白;其次,鑒于已有對(duì)Lazarus(1991)情感適應(yīng)理論的研究只關(guān)注負(fù)面情感的應(yīng)用而忽視正面情感,因此本文將正面情感引入情感適應(yīng)理論中并驗(yàn)證其對(duì)捐贈(zèng)意愿的影響,同時(shí)賦予該理論中處理(coping)過(guò)程新的解釋,即包含動(dòng)機(jī)反應(yīng)和捐贈(zèng)意愿兩部分;昀后,設(shè)計(jì)了負(fù)面與正面訴求相結(jié)合的新型公益廣告訴求方式,驗(yàn)證了這種訴求方式對(duì)公眾情感、動(dòng)機(jī)反應(yīng)和捐贈(zèng)意愿的影響,并深入了解到不同社會(huì)群體的公眾面對(duì)各種廣告刺激的心理變化,為提高非營(yíng)利組織營(yíng)銷(xiāo)

11、溝通的效果提出建議。 當(dāng)然,本研究受研究能力和實(shí)驗(yàn)條件等限制也存在很多局限性,如較小的樣本選擇則限制研究結(jié)論的推廣性;實(shí)驗(yàn)情景受到廣告設(shè)計(jì)水平的限制而存在一定偏差;而且由于情感本身是一個(gè)瞬間、內(nèi)在的反應(yīng),采用口頭報(bào)告形式和里克特量表測(cè)量情感狀態(tài)是有一定誤差的等。未來(lái)的研究可以在實(shí)驗(yàn)設(shè)計(jì)流程和情感測(cè)量方面采用更精準(zhǔn)的方法,而且除了訴求方式的影響,公益廣告內(nèi)容表達(dá)等其他方面對(duì)受眾的影響都值得進(jìn)行更廣泛的分析。 關(guān)鍵詞:公益廣告感性訴求、情感、利己動(dòng)機(jī)反應(yīng)、利他動(dòng)機(jī)反應(yīng)、5 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究捐贈(zèng)意愿Abstract6 情感適應(yīng)理論框架下公益廣告

12、感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究Public Service Announcements PSAs, which are a form of social education and information communication, play a great role in the development of society. And PSAs are also an important component of most communication campaigns OKeefe and Reid, 1990. Through reviewing typical def

13、initions of PSAs brought up by authority and scholars and comparing PSAs with commercial advertisements, we find two basic characters of PSAs such as nonprofit and spiritual, so our study will definite PSAs as a kind of advertising communication activity, which aims to promote public beliefs, moral

14、codes and values to benefit the whole society by governments, nonprofit organizations, enterprises and presses with non profit goalsIn consideration of special effects of guiding public opinions and morals, PSAs have become a critical part of social marketing. Many nonprofit organizations NPO enhanc

15、e the strength of using PSAs in order to promote charitable activities and senses. And as an important part of charity, donation including donating money, properties and time has been paid more attentions by governments and NPO. In China, donation from the general public is still a smaller proportio

16、n, so it is an essential project that how to persuade, remind and guide the charitable psychology of the general public through effective PSAs communications strategies. The academic generally agree that stimulating the publics emotions responses by PSAs is the most common and effective means of per

17、suasion James and Eugenia, 2000. For example, the public may be inclined to donate under a certain emotion state such as negative emotion. By reading foreign literatures, we find that there are still arguments about the effects between emotion and donation. For instance, some researchers supported p

18、ositive emotions would promote donation behaviors Carlson et al., 1988, but others thought negative emotions was conducive to donating Cialdini, 1990. In the meanwhile, the academic also have believed that there are differences on donation motives under their emotions. Specifically speaking, researc

19、hers classify the donation motives as two categories, namely, egoistic motivation and altruistic motivation. And the debates about the relationship between donation motivation and donation inclination are always existent. However, among the domestic, the7 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究research

20、es of PSAs and charitable donation focus on evaluating their social influence and moral values Yuanliang Wu, 1997; Fangfang, Yang, 2004. Therefore, it is still a blank field that discussing PSAs impact on public emotion, motivation responses and donation inclination from the view of psychology of th

21、e general public and combining various disciplines such as marketing, psychology and sociology about this questionBased on above summary, our study aims to discuss the effect route of emotional appeals PSAs inducing the publics emotions, and then the impacts on donation motivations and donation incl

22、ination by empirical study. In our study, we use the theory of emotion and adaption as the theoretical frame, and use experiment as research method. Through the experiment operation, we adopt PSAs of helping starveling children as stimulus to discuss the publics positive and negative emotions, which

23、 are stimulated by three PSAs namely, positive appeals, negative appeals and combining positive and negative appeals, have impact on donation motive responses and donation inclination, and realize the goal of clarifying the relations among emotion, motivation and behavior tendency. Our research resu

24、lts will develop the theory of PSAs persuasion effect from the view of the publics psychology, and meanwhile supply management suggestions, namely, giving advice about PSAs communications to drive people to attend charitable activitiesOur study adopts both methods of theoretical deduction and empiri

25、cal researchFirstly, on account of systemizing informed research about PSAs and charity donation, we bring forward research hypothesis and model. Our study investigates PSAs effect on donation inclination in terms of public emotions and introduce motivation responses to link emotion and behavior. Se

26、condly, in order to validate hypothesis, we successively choose undergraduate students and MBA of a university of Beijing as test subjects, and carry out two experiments. The first experiment is one-factor design, and controlling three emotional appeal forms of PSAs to examine emotion impact on dona

27、tion inclination. By analyzing the data, we get the following results: There are significant differences of the public emotions among the different appeal forms of PSAs. And diverse emotions could arouse different degree of8 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究donation tendency. In the meanwhile, we

28、 also test the mediating function of donation motivation responses. Finally, the second experiment is also one-factor in order to study how various degrees of negative emotions influence public donation motivation. And we find that the higher negative emotion the person feels, the stronger egoistic

29、motivation response he makes, and reducing personal distress is the strongest responseAccording to the study results, the research significances can be divided into theoretical part and practical part. Therefore, our theoretical significance includes two aspects: first, we test positive emotion effe

30、ct under the theory of emotion and adaption, thus expand the application areas about this theory. And we treat egoistic and altruistic motivations as a part of coping process in the theory to examine the relationship of emotion and motivation. The conclusions indicate that positive emotion has a mod

31、ifying effect on negative emotion, and promote donation. Another founding is the higher negative emotion the person feelings, the stronger egoistic motivation response he makes, especially the motivation of reducing personal distress. Second, introduce a new kind appeal of PSAs, namely, making negat

32、ive appeals and positive appeals together successively, and then compare the impacts on public emotions and donation among three appeal forms and find the new appeal form can play a better role on persuading donation. So this research can fill up the academic blank of PSAs communication in China and

33、 be considered using in the practiceThe practical significances including two parts: The first one is that helping NPO to improve the effects of charitable communications by PSAs. Through two experiments, we demonstrate the differences of persuasion effects among the three appeals PSAs, and investig

34、ate respective characters on emotions, donation motives and donation inclination of undergraduate students and MBA, so we provide scientific proofs to NPO to establish more special and effective PSAs strategies so that the NPO would get much more support from the public and heighten the market compe

35、titiveness. On the anther hand, remind NPO paying more attentions on potential donors emotion, motives and other psychological responses. As the9 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究emotion states of donors will directly influence their perceptions of various communication stimulus including PSAs an

36、d their continue behaviors, so to some degree, it is good for improving the lever of general public donation inclination and cultivate permanent donation consciousness, and then drive the whole charity courses in ChinaThere are three creative points of our study as follows: First of all, on the base

37、 of psychological theory, the core of our research is exploring the PSAs communication strategies of NPO to improve the situation of charitable donationAnd we can realize interdisciplinary research among marketing, psychology and sociology for avoiding a one-side view and also fill up the research b

38、lank about donation and PSAs. Then, because the former applications of the Theory of Emotion and Adaption have concentrated on negative emotions and ignored positive emotion, so we test positive emotion effect on donation under this frame and definite newly the coping process which we think, contain

39、s motivation responses and donation inclination. The last one is that we design a new appeal form of PSAs which is a combined form of negative and positive contents successively according to interviewing the public, and compare this creative appeal with other two traditional appeals to clarify the b

40、est one for persuasion. Through our analysis, we also deeply understand the psychological changes of the different public when facing to various communication tactics so that we can give effective suggestions to NPO about their marketing strategiesIn fact, being limited by research abilities and exp

41、eriment conditions and something else, there are many limitations of our study. For example, small sample constrains the extension of the research results; the design of experiment stimulus has some problems because of low level of designing; As emotion is a transient and inner reflection for everyo

42、ne, only using oral report format and Likert Scale to measure the emotion will bring some errors. Therefore, future research can adopt more accuracy methods to design experiments and measure the results, and besides of appeals of PSAs, researchers can make deep analysis about the public psychology a

43、nd behavior from other angles of PSAs communication such as the contents, music10 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究of PSAsKeywords: emotional appeals of PSAs, emotion, egoistic motivation response, altruistic motivation response, donation intention 11 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究目 錄 第 1 章

44、 緒 論.1 1.1 研究背景.1 1.2 研究目的和意義4 1.2.1 研究目的4 1.2.2 研究意義4 1.3 研究的創(chuàng)新點(diǎn)與難點(diǎn) 5 1.3.1 研究的創(chuàng)新點(diǎn) 5 1.3.2 研究的難點(diǎn). 6 1.4 論文的框架. 6 第 2 章 理論框架與文獻(xiàn)綜述8 2.1 公益廣告的定義及訴求方式 8 2.1.1 公益廣告的產(chǎn)生與發(fā)展8 2.1.2 公益廣告定義、分類和主題9 2.1.3 公益廣告的訴求及其影響.11 2.2 情感與情感適應(yīng)理論. 13 2.2.1 情感的概念、維度和測(cè)量13 2.2.2 正面情感和負(fù)面情感. 15 2.2.3 Lazarus 的情感適應(yīng)理論. 17 2.3 捐贈(zèng)動(dòng)

45、機(jī)研究. 19 2.3.1 個(gè)人捐贈(zèng)動(dòng)機(jī)研究成果 19 2.3.2 利己動(dòng)機(jī)和利他動(dòng)機(jī). 22 2.3.3 情感與動(dòng)機(jī)的關(guān)系23 2.4 研究問(wèn)題的提出 25 第 3 章 研究設(shè)計(jì)27 3.1 研究框架和假設(shè)提出. 27 3.1.1 研究框架 27 3.1.2 假設(shè)的提出28 3.2實(shí)驗(yàn)方法的選擇. 3012 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究3.3 研究變量的定義與測(cè)量 31 3.3.1 情感的定義與測(cè)量31 3.3.2 利己動(dòng)機(jī)和利他動(dòng)機(jī)的定義和測(cè)量. 31 3.2.3 捐贈(zèng)意愿的定義及測(cè)量 32 第 4 章 實(shí)驗(yàn)一:情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究.3

46、4 4.1 實(shí)驗(yàn)設(shè)計(jì) 34 4.1.1 實(shí)驗(yàn)組別設(shè)計(jì). 34 4.1.2 前測(cè)及問(wèn)卷修改 35 4.1.3 實(shí)驗(yàn)刺激物的設(shè)計(jì)35 4.1.4 實(shí)驗(yàn)操控手段. 38 4.1.5實(shí)驗(yàn)程序. 38 4.1.6 數(shù)據(jù)的收集和整理39 4.2 數(shù)據(jù)結(jié)果與分析 39 4.2.1 描述性統(tǒng)計(jì)分析 39 4.2.2.信度檢驗(yàn). 40 4.2.3 效度檢驗(yàn) 41 4.2.4 操控檢驗(yàn) 43 4.2.5 主效應(yīng)與中介效應(yīng)驗(yàn)證 44 4.2.6 實(shí)驗(yàn)小結(jié) 46 第 5 章 實(shí)驗(yàn)二:負(fù)面情感驅(qū)動(dòng)捐贈(zèng)動(dòng)機(jī)的機(jī)制研究.47 5.1 實(shí)驗(yàn)設(shè)計(jì) 47 5.1.1 實(shí)驗(yàn)組別設(shè)計(jì). 47 5.1.2 前測(cè)及問(wèn)卷修改 47 5.1

47、.3 實(shí)驗(yàn)刺激物的設(shè)計(jì)48 5.1.4 實(shí)驗(yàn)操控的設(shè)計(jì) 48 5.1.5 實(shí)驗(yàn)程序 49 5.1.4 數(shù)據(jù)的收集與整理49 5.2 數(shù)據(jù)結(jié)果與分析 49 5.2.1 描述性統(tǒng)計(jì)分析 49 5.2.2 信度檢驗(yàn) 5013 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究5.2.3 效度檢驗(yàn) 51 5.2.4 操控檢驗(yàn) 52 5.2.5 方差分析 53 5.2.6 實(shí)驗(yàn)小結(jié) 54 第 6 章 結(jié)論、討論與展望.55 6.1 研究結(jié)論與討論 55 6.2 理論貢獻(xiàn) 57 6.3 營(yíng)銷(xiāo)啟示與管理建議58 6.4 本研究的局限性 60 6.5 未來(lái)的研究方向展望. 61參考文獻(xiàn).

48、60附錄.67 致謝.81 14 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究圖表目錄圖1-1 本研究的框架圖7 圖2- 1 遠(yuǎn)古的情感與動(dòng)機(jī)關(guān)系圖 24 圖2- 2 BATSON(1991)助人三種動(dòng)機(jī)路徑圖 24 圖3- 1 研究假設(shè)模型 27 圖4- 1 饑餓的孩子吃飯的圖片 36 圖4- 2 吃飽的孩子的圖片 37 圖4- 3 不同情感下的捐贈(zèng)意愿均值比較圖. 45表2- 1 關(guān)于公益廣告的定義. 10 表2- 2 常用情感測(cè)量量表匯總 15 表2- 3 國(guó)外關(guān)于個(gè)體捐贈(zèng)動(dòng)機(jī)的研究 20 表3- 1 利己動(dòng)機(jī)和利他動(dòng)機(jī)的測(cè)量問(wèn)項(xiàng)32 表3- 2 捐贈(zèng)意愿的測(cè)

49、量問(wèn)項(xiàng). 33表4- 1 五組實(shí)驗(yàn)的問(wèn)卷有效數(shù)量39 表4- 2 量表的信度分析結(jié)果. 41 表4- 3 探索性因子分析的結(jié)果 43 表4- 4 操控檢驗(yàn)的結(jié)果 44 表4- 5 不同訴求方式下受眾情感的均值比較 44表5- 1 量表的信度分析結(jié)果. 51 表5- 2 探索性因子分析結(jié)果. 52 表5- 3 操控檢驗(yàn)的結(jié)果 52 表5- 4 不同程度的負(fù)面情感對(duì)捐贈(zèng)動(dòng)機(jī)影響的均值 53 表5- 5 不同程度的負(fù)面情感對(duì)捐贈(zèng)意愿的影響54表6- 1 假設(shè)驗(yàn)證情況統(tǒng)計(jì)5515 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究第1章 緒 論 1.1 研究背景 慈善事業(yè)已經(jīng)被公

50、認(rèn)為是 21世紀(jì)昀重要的人類價(jià)值之一,它不僅可以帶來(lái)巨大的經(jīng)濟(jì)效應(yīng)(Kotler,1979),還在維系社會(huì)穩(wěn)定、提升公民的責(zé)任感等社會(huì)發(fā)展方面發(fā)揮重要作用。無(wú)論是在慈善事業(yè)較為發(fā)達(dá)的國(guó)家,如美國(guó),還是在慈善事業(yè)處于起步階段的中國(guó),吸收個(gè)人捐贈(zèng)是慈善事業(yè)持續(xù)發(fā)展壯大的前提和基礎(chǔ)。 從國(guó)外關(guān)于慈善捐贈(zèng)的研究(Adrian和 Stephen,2001)來(lái)看,西方非營(yíng)利組織不斷涌現(xiàn),僅從 1990 年到 2000 年間,非營(yíng)利組織的數(shù)量就增加了 19.3%(Eizenstat, S.,2004),但是發(fā)達(dá)國(guó)家政府對(duì)非營(yíng)利組織的撥款卻在日益萎縮Nichols,2003,這導(dǎo)致非營(yíng)利組織之間的競(jìng)爭(zhēng)更加激烈

51、。與此同時(shí),個(gè)人捐贈(zèng)已經(jīng)占捐贈(zèng)總額的 80%以上(Laura 和 Michael,2001),很多學(xué)者如Sargeant 和Erissman 2006 認(rèn)為企業(yè)捐助已不再是主流,捐贈(zèng)主體開(kāi)始向個(gè)人轉(zhuǎn)變。因此,大量的非營(yíng)利組織營(yíng)銷(xiāo)者和學(xué)者越來(lái)越關(guān)注對(duì)個(gè)人捐贈(zèng)者的實(shí)踐與理論的研究。在我國(guó),隨著經(jīng)濟(jì)的迅速發(fā)展,慈善事業(yè)有了長(zhǎng)足的進(jìn)步,主要表現(xiàn)在民間的慈善組織不斷出現(xiàn)、志愿服務(wù)日益增多、相關(guān)政策法規(guī)趨于完善等,但與發(fā)達(dá)國(guó)家相比,我國(guó)在公民參與慈善方面存在較大差距。例如,在捐款總額中,美國(guó) 85%的來(lái)自公民個(gè)人(姚建儉,2003),而在中國(guó),普通公眾的捐贈(zèng)比例很小,如在 2009 年上半年,大陸個(gè)人捐贈(zèng)

52、占本土捐贈(zèng)總額的 26.3% 。因此關(guān)注并吸收個(gè)人捐贈(zèng),通過(guò)對(duì)捐贈(zèng)者的動(dòng)機(jī)和行為等分析,尋找有效的溝通勸導(dǎo)方式是各國(guó)政府、非營(yíng)利組織和學(xué)術(shù)研究者共同重視的問(wèn)題,是慈善事業(yè)長(zhǎng)遠(yuǎn)發(fā)展的必經(jīng)之路。 在眾多傳播慈善觀念的渠道中,公益廣告(Public Service Announcement/中華慈善捐贈(zèng)信息中心(2009),2009年上半年中國(guó)慈善捐贈(zèng)報(bào)告。1 情感適應(yīng)理論框架下公益廣告感性訴求所引發(fā)的情感驅(qū)動(dòng)捐贈(zèng)意愿的動(dòng)態(tài)機(jī)制研究Public Service Advertisement)是大部分溝通活動(dòng)的重要組成部分(OKeefe 和 Reid,1990),是一種獨(dú)特的宣傳工具和社會(huì)教育力量,在影響公眾對(duì)社會(huì)問(wèn)題的看法和態(tài)度,勸導(dǎo)公眾參與解決社會(huì)問(wèn)題方面發(fā)揮巨大的作用(高萍,1999)。根據(jù)訴求對(duì)象不同,Bagozzi 和 Moore 1994)將公益廣告分為兩類:一類廣告是針對(duì)需要幫助的個(gè)人或者針對(duì)那些易受到健