Liao Chi-Horng
Bachelor Program in Digital Media and Technology, Tzu Chi University, 701 Zhongyang Rd., Sec. 3, Hualien City, 97004, Taiwan.
Media Production and Education Center, Tzu Chi University, Hualien City, Taiwan.
Sci Rep. 2025 Jan 2;15(1):575. doi: 10.1038/s41598-024-84339-7.
Altruism is beneficial to society as it promotes mental and physical health alongside economic and societal growth. Previous studies have indicated, however, that people tend not to engage in altruistic behaviors toward strangers. Therefore, it is crucial to investigate the factors that motivate individuals to participate in altruistic actions. This study explores the dynamic interplay of media and social factors that enhance altruistic behavior in adults, utilizing the General Learning Model (GLM) and Norm Activation Theory (NAT). To achieve this, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) approach, coupled with Structural Equation Modelling (SEM), is applied. The research comprehensively examines the direct and indirect influence of media elements (such as prosocial media content and persuasive communication) and social factors (including religiosity and social norms) on altruistic behavior. Empathy, moral elevation, and compassion serve as mediators in this process. The DEMATEL approach involves a panel of 20 experts, while SEM analyzes data from a significant sample of 1296 participants drawn from the general public in Taiwan. DEMATEL results shed light on causal factors shaping altruistic behavior, highlighting the roles of religiosity, empathy, and compassion. Shifting to the SEM results, most direct relationships between variables are statistically significant, affirming their importance. However, the findings also reveal unexpected negative associations, challenging the initial hypotheses. Notably, compassion and persuasive communication were found to have negative correlations with altruistic behavior, contrary to expectations.
利他主义对社会有益，因为它在促进经济和社会发展的同时，还能增进身心健康。然而，先前的研究表明，人们往往不会对陌生人做出利他行为。因此，研究促使个人参与利他行为的因素至关重要。本研究利用通用学习模型（GLM）和规范激活理论（NAT），探讨增强成年人利他行为的媒体和社会因素之间的动态相互作用。为此，采用了决策试验与评价实验室（DEMATEL）方法，并结合结构方程模型（SEM）。该研究全面考察了媒体元素（如亲社会媒体内容和说服性传播）和社会因素（包括宗教信仰和社会规范）对利他行为的直接和间接影响。同理心、道德提升和同情心在此过程中起中介作用。DEMATEL方法涉及一个由20名专家组成的小组，而SEM分析了来自台湾普通公众的1296名参与者的大量样本数据。DEMATEL结果揭示了塑造利他行为的因果因素，突出了宗教信仰、同理心和同情心的作用。转向SEM结果，变量之间的大多数直接关系在统计上是显著的，证实了它们的重要性。然而，研究结果也揭示了意想不到的负相关关系，对最初的假设提出了挑战。值得注意的是，同情心和说服性传播与利他行为呈负相关，这与预期相反。
