Lu Liangdong, Jiang Weijian, Xu Jia, Wang Fei
Business School, Hohai University, Nanjing, China.
International School of Business and Finance, Sun Yat-sen University, Guangzhou, China.
Front Psychol. 2022 Apr 27;13:845198. doi: 10.3389/fpsyg.2022.845198. eCollection 2022.
The COVID-19 outbreak has been a public health crisis of international concern, causing huge impact on people's lives. As an important part of social public crisis management, how to quickly and effectively raise resources to participate in emergency relief in the era of self-media is a common challenge faced by global charitable organizations. This article attempts to use empirical evidence from Tencent charitable crowdfunding platform, the largest charitable crowdfunding platform in China, to answer this question. We consider 205 COVID-19 charitable projects and 11,177,249 donors to assess the process by which non-profit organizations raise funds through the information about project descriptions. Based on the effects of information and emotional framing, we explore the effects of the readability (i.e., complexity and understandability) and negative tone of the project description on fundraising amount. We then investigate the mediating role of forwarding times, as affective response to the text might explain forwarding times, which in turn affects money raised by increasing the visibility of the campaign. On this basis, the moderating role of recipient's crisis involvement is tested during this process. The empirical results indicate that the complexity of the description will reduce the fundraising amount, while understandability and negative tone help to improve it. Furthermore, we found that forwarding times played an important mediating role in this process. Then the buffer effect of crisis involvement on the negative effect of complexity was validated, and its amplification on the positive effects of understandability was also verified.
新冠疫情已成为一场国际关注的突发公共卫生危机，对人们的生活造成了巨大影响。作为社会公共危机管理的重要组成部分，在自媒体时代如何快速有效地筹集资源参与应急救援，是全球慈善组织面临的共同挑战。本文试图运用来自中国最大的慈善众筹平台——腾讯公益众筹平台的实证证据来回答这个问题。我们考量了205个新冠疫情慈善项目和11177249名捐赠者，以评估非营利组织通过项目描述信息筹集资金的过程。基于信息和情感框架效应，我们探究项目描述的可读性（即复杂性和易懂性）以及负面语气对筹款金额的影响。接着，我们考察转发次数的中介作用，因为对文本的情感反应可能解释转发次数，而转发次数又通过提高活动的可见性进而影响筹集的资金。在此基础上，检验了受助者危机卷入程度在此过程中的调节作用。实证结果表明，描述的复杂性会降低筹款金额，而易懂性和负面语气则有助于提高筹款金额。此外，我们发现转发次数在此过程中起到了重要的中介作用。随后验证了危机卷入对复杂性负面影响的缓冲作用，同时也证实了其对易懂性积极影响的放大作用。
