Oosterhof Liesbeth, Heuvelman Ard, Peters Oscar
Department of Media, Communication and Organization, Faculty of Behavioural Sciences, University of Twente, Enschede, The Netherlands.
Eval Program Plann. 2009 May;32(2):148-57. doi: 10.1016/j.evalprogplan.2008.10.006. Epub 2008 Oct 25.
A number of very serious natural disasters have put an enormous pressure on relief organizations in the last few years. The present study exposes underlying social cognitive factors for donation to relief campaigns. A causal model was constructed, based on social cognitive theory, research on attitudes, and the impact of media exposure. The aim was to expand and improve an already existing model by Cheung and Chan [Cheung, C. K., & Chan, C. M. (2000). Social-cognitive factors of donating money to charity, with special attention to an international relief organisation. Evaluation and Program Planning, 23, 241-253]. The expanded model showed a better fit. Furthermore, the expanded model explained two-thirds of the variance of the intention to donate to a disaster relief campaign. The greatest predictor of the intention to donate proved to be "Past donation to disaster relief campaigns." The factor "News exposure" was indicated to be a valuable additional factor, as it had a significant direct effect on "Awareness of a disaster relief campaign" and was the only factor that had a total effect on all other factors, including "Intention to donate to a disaster relief campaign."
在过去几年中，一系列非常严重的自然灾害给救援组织带来了巨大压力。本研究揭示了向救援活动捐款的潜在社会认知因素。基于社会认知理论、态度研究以及媒体曝光的影响构建了一个因果模型。目的是扩展和改进张和陈已经提出的模型[张，C.K.，& 陈，C.M.（2000）。向慈善机构捐款的社会认知因素，特别关注一个国际救援组织。《评估与项目规划》，23，241 - 253]。扩展后的模型拟合度更好。此外，扩展后的模型解释了向救灾活动捐款意愿三分之二的方差。结果表明，“过去向救灾活动捐款”是捐款意愿的最大预测因素。“新闻曝光”这一因素被证明是一个有价值的额外因素，因为它对“救灾活动的知晓度”有显著的直接影响，并且是唯一一个对所有其他因素，包括“向救灾活动捐款的意愿”，都有总体影响的因素。
