A Study On The Mechanism Of The Impact Of Mortality Salience On Donation Intention

Terror Management Theory believes that the fear of death has effects on human's behavior.Therefore,based on the theory of terror management,this study aims to study the effect of death on the intention of donation,and to explore the mediating role of cultural world outlook defense and the regulation of social support in this relationship,Meanwhile,we establish a mediating model.This study consists of four experiments.Experiment 1: In order to explore the impact of death on the contribution intention of the internal / external donor group,we use Mixed experimental design,2(Death highlight& Control treatment)×2(internal / external donor group),.Experiment 2: In order to explore the mediating role of the defense of the cultural world view between the death highlight and the donor intention.Experiment 3: In order to explore the social support Highlighting the relationship between the promotion and the intention of the adjustment;Experimental 4: In order to verify the death of the impact of the mechanism of the impact of the mechanism of hope,we establish a model,where social support is the regulation and cultural world view is the intermediary.Through the four experimental data analysis,following conclusions concluded:(1)Mortality Salience significantly increase donor contributions to members of the group,while the contribution of donor contributions to outside groups is not significant;(2)cultural world view of defense plays an incomplete intermediary role between the Mortality Salience and donation intention;(3)comprehend social support plays a positive role of regulation between the death of prominent and donated;(4)Mortality Salience the mechanism of action on the intention of donation,is the cultural world view of defense as an intermediary variable,comprehend social support for the regulation of variables,comprehending social support to regulate the death of the cultural world view of the defense of the mediation model.