Pain And Happines

In recent years,China’s philanthropy is developing rapidly,and charitable giving has become an important area of psychological research.Many studies have been conducted from different perspectives of charitable giving in order to explore the influencing factors and psychological mechanisms of charitable giving,but there are still some shortcomings in existing studies.On this basis,we take "small donation" as the setting background,and construct two different donation methods-"round-up" donation and "one yuan" donation.We explored the donation experience,willingness to donate,and willingness to repurchase under the setting of different donation methods and different amount settings.The study focuses on the following three aspects: Based on the two-channel psychological account theory,we explore the "pain" and "pleasure" in the donation process,in order to investigate the positive and negative experiences of individuals when giving different amounts and facing different donation methods,and the relationship between the two experiences.Based on the cognitive reference point theory,we explore the impact of two different donation settings,"rounding" and direct giving,on the donation experience and willingness to give,in order to explore people’s preference in the donation process.Based on the expectation of recognition theory,the willingness to repurchase was studied for different donation settings in order to investigate the type and amount of donation settings that would lead to more positive donor experiences and more willingness to choose to repurchase.This study mainly used the hypothetical scenario method by describing a donation activity in a shopping checkout scenario and asking the subjects to answer their own donation intention,donation experience and repurchase intention in the donation process according to their real intention in the corresponding scenario.This study includes two experiments that explore the effects of different donation methods and amounts on the donation experience,willingness to donate,and willingness to repurchase.Experiment 1 explored the effects of different donation methods and amounts on the donation experience of pain,pleasure,rejection pressure and achievement during the donation process;Experiment 2 was improved on the basis of Experiment 1 and further explored individuals’ willingness to donate and willingness to repurchase under different donation settings.The main results of the study are as follows.This study includes two experiments that explore the effects of different donation methods and amounts on the donation experience,willingness to donate,and willingness to repurchase.Experiment 1 explored the effects of different donation methods and amounts on the donation experience of pain,pleasure,rejection pressure and achievement during the donation process;Experiment 2 was improved on the basis of Experiment 1 and further explored individuals’ willingness to donate and willingness to repurchase under different donation settings.The main results of the study are as follows.(1)Donation method has an impact on the donation experience and willingness.Compared to the "1 yuan" donation setting,the "round up" 0.99 yuan donation method has more positive experiences and higher willingness to donate.(2)In the donation process,the pain experienced by the donor is positively correlated with pleasure.The higher the level of pleasure experienced by the donor in the donation process,the higher the level of pain experienced by the donor.(3)The donation experience has an impact on the donor’s willingness to repurchase.During the donation process,pleasure is positively correlated with willingness to repurchase,that is,when donators experience higher levels of pleasure,their willingness to repurchase will also be higher.The results of this study show that different donation methods and amounts of donations affect individuals’ donation experience and thus their willingness to donate and repurchase.Generally speaking,the more positive experiences an individual has during the donation process,the higher the individual’s willingness to donate and repurchase.The findings of this study have certain theoretical and practical implications.In theory,it fills a gap in the research field of "small donation";in practice,it also has profound implications: first,for charities and their designers,the donation design process should take into account the donor’s feelings of donation and innovate donation forms.On the other hand,for charitable organizations and their designers,they should take into account the donor’s feelings in the donation design process and make innovative donation forms.