The Influence Of Different Types Of Charity Appeal On Individual Donation

Individual charitable donations have been the research priority by scholars in the field of philanthropy.With the vigorous development of philanthropy in China,charitable donations have received enthusiastic attention and support from the general public.The proportion of individual charitable donations has gradually risen,becoming the fastest growing part of philanthropy.Compared with Western countries,Personal charitable donation in China still has great development space.Chinese charitable organizations and civil affairs departments is facing the important challenge that how to improve the individual charitable donation will.This challenge is also an important subject to relevant scholars.There are few researches on charitable donations in China,and most of which focused on corporate donations.In recent years,some scholars have begun to explore individual donations,mainly to explore the nature of charitable organizations,social responsibility and other factors.Few scholars explore the impact of charitable appeals on the individual donation willingness.Therefore,this study focuses on the appeal of charity,in the past emotional appeal to join the strength emotion in the original sadness emotional appeal,to explore the effect of the charitable appeal which conveys different emotions on the individual donation willingness.In addition,two variables which were the recipient's responsibility and the recipient group perception were employed to explore the specific impact mechanism.Make suggestions for the charities and other relevant departments.This study was divided into two experiments: pre-experiment and formal experiment.The methods of situational experiment and questionnaire were used.The main purpose of pre-experiment was to test the validity of the experimental materials and the influence of the effects of the charitable appeal types on the individual donation willingness;The purpose of the formal experiment is to explore the direct influence of the charitable appeal types on the individual donation willingness,and the mediating role of the recipient's responsibility in the individual donation willingness.The moderating effect of the recipient group perception on the charity appeal type,the recipient‘s responsibility and the individual donation willingness.Research results show that:(1)The type of charitable appeal directly affects the individual donation willingness,and the individual donation willingness of mixed emotion appeal is significantly higher than that of the sadness emotion appeal.(2)The recipient‘s responsibility plays an incomplete mediating role in the relationship between the charity appeal types and the individual donation willingness.Under the mixed emotion appeal,the individual sense of responsibility to the recipient is low,the donation willingness is high.Under the sadness emotion appeal,the individual sense of responsibility to the recipient is high,and the willingness of donation is low;(3)The type of charitable appeal is mediated by the recipient's group perception through the indirect effect of the recipient's responsibility on the individual donation willingness.When the recipient is perceived as a member of the group,the type of charity appeal will not affect the individual's responsibility attribution to the recipient.When the recipient is perceived as a member of the outside group,the individual perceives the recipient under the mixed emotional appeal as low responsibility,and the individual perceives the recipient under the sadness emotion appeal as high responsibility,thus affecting the donation willingness.