| In recent years,with the development of domestic Internet technology,the growing number of Internet users and the change of people's charitable consciousness,Internet has gradually become a new way of public charitable donation activities.However,due to the convenience,universality and cross space-time characteristics of network information,online public welfare donation tends to be complex and diverse.How to quickly attract the viewers' attention and gain the donors' trust,and then improve their enthusiasm for donation,has become the key point for the fundraising effect of online charitable crowdfunding platforms.Face plays an important role in individuals' behavior decision-making.And as important factors affecting the attention and trust of donors,facial attractiveness and facial trustworthiness are the two most important face traits.Therefore,by combining behavioral and neurological methods,this study aims to reveal the influence of facial attractiveness and facial trustworthiness on individuals' online public donation behavior,as well as its internal mechanism.The whole study consists of two experiments: Firstly,164 participants were recruited and 152 valid data were retained in Experiment 1,so as to explore the influence of facial attractiveness and facial trustworthiness on individuals' online public donation behaviors,and to explore whether there was interaction between them.Secondly,by stimulating the same 8 facial images in experiment 1 through neural technology,54 subjects were recruited and 40 valid data were retaineds in Experiment 2,so as to explore the EEG process when individuals face images with different levels of attractiveness and trustworthiness.And through the correlation analysis of the behavioral data and ERP data of those 40 valid participants who participated in the two experiments,the intrinsic mechanism of individuals' online public welfare donation behavior induced by face traits was explored.The results show that:(1)In the situation of online public charitable donation,there are positive effects of facial attractiveness and facial trustworthiness on individuals' online donation behaviors,while they are independent of each other.(2)Compared with high-attractive faces,there is no significant difference in the correct response rate yet lower response speed when individuals face low-attractive images.And compared with high-trustworthy faces,there are higher response accuracy and faster response speed when individuals face low-trustworthy images.(3)The amplitudes of components of high-attractive faces are significantly higher than those of low-attractive faces,and the amplitudes of components of high-trustworthy faces are significantly higher than those of low-trustworthy faces,suggesting that the ERP activity is stronger when individuals face high attractive and high trustworthy faces.(4)There is a significant positive correlation between the influence of facial attractiveness and facial trustworthiness on individuals' online donation behaviors.Those who donate more under the influence of facial attractiveness will also donate more under the influence of facial trustworthiness.(5)There is a significant positive correlation between the influence of facial attractiveness and the amplitude of N1 component which represents attention selection.And besides the positve correlation with N1 component,the influence of facial trustworthiness also has a significant correlation with the amplitude of P170 component which measures the amount of psychological input resources.It suggests that in the decision-making process of online public welfare donation,the brain invests more attention resources when facing faces with high-level attractiveness and trustworthiness,and more complex psychological activities may be caused by facial trustworthiness than by facial attractiveness.There are mainly three innovation points in this research.Firstly,it constructs the influence mechanism of multi-facial characteristics to induce individual online donation behaviors,enriching the research dimension of the influence of facial characteristics on individuals' behavior decision-making.Secondly,combined with both behavioral and neurological methods,the induction mechanism of facial attractiveness and trustworthiness was well revealed in the decision-making process of individuals' online public welfare donation.By breaking through problems which is difficult to traditional management research methods,the black box of personal behavior decision-making may be opened,thus making theoretical contributions to the development of management,cognitive neuroscience and decision-making.Finally,the research can also help the interface design of online charitable crowdfunding platforms.It is of great practical significance to select more reasonable images(attractive and trustworthy faces)in the donation interface,so as to improve the donation enthusiasm of online visitors in the public donation activities. |
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