Study On The Warm-glow Effect Of Altruism

Whether the altruistic behavior can produce the "Warm-glow effect" is a research problem that has been in the field of economics.This article uses charitable giving to measure altruistic behavior and characterizes the Warm-glow effect with subjective well-being.Empirical study of the Warm-glow effect of altruism and its mechanism of action.Firstly,on the basis of existing research,the altruism behavior and self-interested behavior are unified under the assumption of rational economic man,the economic effects of altruism behavior are compared and analyzed,and the two mechanisms of social responsibility and social security are concise and proposed.Three research hypotheses.Then,based on the 2011 China Household Finance Survey(CHFS)data,the orderly Probit model was used to estimate the impact and heterogeneity of altruism on subjective well-being.It is found that altruistic behavior significantly promotes subjective well-being,that is,altruism has a warm-glow effect;further,the intensity of the solar thermal effect of altruism has urban-rural differences and industry differences,among which altruism acts on urban residents The intensity of thermal effect exceeds the intensity of Warm-glow effect on rural residents.The Warm-glow effect of altruistic behavior is the strongest among the people engaged in the secondary industry,the second among the people engaged in the primary industry,and the weakest among the people engaged in the tertiary industry.Then,the paper further tests the mechanism of the altruistic behavior on the Warm-glow effect by using the causal mediating effect model and the regulatory effect model.It is found that the altruism behavior indirectly enhances subjective well-being through social responsibility,that is,social responsibility in altruistic behavior.The Warm-glow effect plays an intermediary role;in the process of altruistic behavior affecting subjective well-being,social security plays a regulatory role.Based on the above theoretical logic and empirical results,the following revelations and suggestions are obtained: Altruistic behavior is an important source of individual subjective well-being,which can be regarded as one of the focuses of the strategy of “seeking happiness”;in order to improve the level of altruism of the whole people,it is necessary Improve the rural social security system;improve the subjective well-being of the service industry through the ex post compensation mechanism,and promote the level of happiness of the whole people;social responsibility is the intermediary variable of altruism to generate the light and heat effect,the key to improve social responsibility is to strengthen family education,school Education and social education create a love and dedication in the whole society,enjoy the charity and dedication,and actively participate in the atmosphere of volunteer service.