基于情景纬度交互作用的捐献行为决策研究.pdf

中国科技论文在线 基于情景纬度交互作用的捐献行为决策研 究 王世龙，刘自玲，胡培** 5 （西南交通大学经济管理学院，成都 610000 ） 摘要：为探索情景与捐献行为之间的交互作用机理，通过情景问卷采集了捐献行为数据并进 行了卡方检验统计分析。研究发现，在捐献行为决策上，捐献行为传染效应与空间距离纬度 交互作用显著，与时间纬度交互作用不显著，即行为传染效应所引发的捐献行为倾向增强效 10 应，可显著的抵消掉空间距离缩小所引发的捐献行为倾向减弱效应，但不能显著的抵消掉时 间尺度缩小所引发的捐献行为倾向减弱效应。在从众纬度上，捐献行为传染效应与从众纬度 之间存在着差异化的交互作用，即捐献行为传染效应可显著抵消掉捐献行为倾向的负从众效 应力，对正从众效应则没有显著影响。研究结论对行为干预而言，提供了情景方向上的桥接 通道和方向指引。 15 关键词：行为科学；捐献行为；行为传染；情景作用 中图分类号：C93 Research on Donation Behavior Decision based on the Interactions of Situational Latitudes 20 WANG Shilong, LIU Ziling, HU Pei (School of Economics and Management, Southwest Jiaotong University,Chengdu 610000) Abstract: In order to explore the interaction mechanism between the situation and the donation behavior, this research collects donation behavior data through situational questionnaire and then carries out statistical analysis by chi square test. It finds in terms of the decision-making of 25 donation behavior, the effect of the interaction between the behavioral contagion effect and the spatial distance is significant and the interaction effect with time latitude is not significant, i.e. the behavioral contagion effect could enhance the behavioral intention of the space distance but could not offset the behavioral intention of the time scale. As to the conformity effect, the behavioral contagion effect interacts significantly with the positive conformity but not the negative 30 conformity. The research conclusions provide the direction of the behavior intervention through the situation management. Key words: behavioral science; donation behavior; behavi