Research On The Persuasive Strategy Of Micro-charity Advertisement On Individual Charitable Behavior

The effect of the development of charity on the protection and improvement of people's livelihood in China,is there for all to see.Since 2014,micro-charity fund-raising has set off a new wave of nationwide charity fund-raising and participation.According to statistics,in 2015,23 million 830 thousand times of donations,with a total of more than 540 million Yuan was received by Tencent,just one micro-charity fund-raising platform.Therefor how to guide more people to participate in micro-charity fund-raising activities,has become a common concern in the field of charity issues.Marketing related research proves that advertising has communication and persuasion effect,but it only plays its role when transmitted in the right way.However,most of the existing researches on micro-charity fund-raising focus on the analysis of the donation behavior,the description and analysis of fund-raising advertisement is in lack,and its mechanism is still unclear.Therefore,this study takes the perspective of nonprofit organization marketing,aims to promote individual charity participation,launches research on micro-charity fund-raising in the context of fund-raising advertising,and explores the mechanism of fund-raising advertising strategy on individual charity participation.In this study,the strategies of content analysis,second data analysis,field experiments and laboratory experiments are used to answer the following questions:1)What are the persuasion strategy of micro-charity fund-raising advertisement?2)What is the persuasion effect of different persuasion strategy?3)How do different persuasion strategies affect the willingness of individual charity participation?According to the research methods of "literature review-qualitative inquiry-quantitative evaluation",this study bases on the text mining of 1000 advertisement on micro-charity fund-raising platform.It identifies 9 persuasive strategies in micro-charity fund-raising advertisement,which are,negative affect strategy,positive affect strategy,social affect strategy,rational logic strategy,reliability strategy,collective oriented strategy,individual oriented strategy,numeral frame strategy and normative beliefs strategy.Setting the objective data as the reference point,it further reveals the difference between different persuasion strategies in increasing the number of participants,increasing the per capital donation and increasing the project achievement rate.The emotional strategy has a significant impact on the increase of the number of participants,the rational logic and reliability strategies can improve per capital donations significantly,and individual oriented strategy have a significant persuasive effect on improving achievement rate.Secondly,based on framing theory and self-referencing theory,with the method of random field experiment,this paper makes a study of the relationship between the information combination of fund-raising advertisement and the willingness of public participation.Findings show that individual emotion perception plays mediating role between advertising effect perception and participation willingness,and between donation willingness and moral encouragement willingness.However,this main effect is influenced by the interaction between the individual oriented/collective oriented information framework and relational-self construal.In the high ad effect perception group,collective oriented information framework is more popular.When the indifference self construal stimulates,collective oriented information framework appeal to ad participants to choose negative emotion ads,while individual oriented information framework guides people to choose more social affect ads.However,in the experimental group,people's willingness of charity participation and the willingness to donate are restrained because of the cognition conflict between individual oriented information and the relational-self construal.Finally,this paper bases on emotion contagion theory,emotion adoption theory and the theory of dual process in information processing,does an in-depth analysis on the mechanism between numeric framework and individual charity participation behavior through a set of 2x2x2 experimental.It found that the emotion depression and perspective taking of individu,als had a positive moderating effect on the willingness to participate in charity and the willingness to donate.In addition,under negative affect appeal the willingness to donate and the willingness of moral encouragement are significantly higher than the social affect appeal group.And the people who prefer social affect appeal,has a higher willingness to participate in charity.Cognitive load has an inhibitory effect on the individual's willingness to donate,willingness to participate,and willingness of moral encouragement.And this is most significant for projects with a long-term goal.This study analyzes the characteristics and persuasion effect of micro-charity fund-raising advertisements,and also further explains the psychological mechanism and theoretical logic of why fund-raising advertisements attract individual participation.It enriches the related research on nonprofit organization marketing theory,fund-raising advertising theory,and emotional appeal theory.It provides a theoretical basis and strategy suggestion for promoting individual micro-charity fund-raising participation behavior,and optimizing nonprofit organization advertising marketing strategy.