Research On The Impact Of Goal Framing On Individual Giving Intention

Charitable donations,which are known as voluntary behaviors of citizens,can not only enhance the public's sense of responsibility but also ensure that the economy performs well.According to the “Report on Chinese Charitable Donation in 2019”,the main source of charitable donations in China is still corporations,and personal donations only account for 38.29% of the total donations.Previous studies have shown that the higher the public's recognition and participation in public welfare projects,the higher the development of public welfare undertakings in society.Therefore,how to improve personal donation behavior and willingness is not only a hot issue that the government and nonprofit organizations pay attention to,but also one of the important topics discussed in the academy.This study divides the goal framing effect into concretely-framed effect and abstractly-framed effect by summarizing and sorting out related theoretical literature and constructs a theoretical model with the goal framing effect about donation information as the independent variable,individual giving intention as the dependent variable,self-signal of altruism as the mediating variable,and moral identity as the moderating variable.This study combines the experimental method and questionnaire method,using three scenario simulation experiments to verify the research hypothesis.Experiment 1 examines the main effect of the goal framing effect about donation information on the individual giving intention with results that different kinds of goal framing effect will have a significantly different impact on the individual giving intention and compared with the abstractly-framed effect,the concretely-framed effect has a higher impact on individual giving intention.Experiment 2 explored the mediating role of self-signal of altruism between the goal framing effect and individual giving intentions based on Experiment 1.Experiment 3 based on the first two experiments verified the moderating role of moral identity in the goal framing effect affecting individual giving intention.Specifically,when the individual's moral identity level is low,compared to the abstractly-framed effect,the concretely-framed effect has a stronger influence on the individual giving intention.When the level of moral identity is high,there is no significant difference in the individual giving intention between the abstractly-framed effect and the concretely-framed effect.The conclusions of this research can provide practical enlightenment for charitable activities to maintain social fairness and justice and strengthen Chinese charitable process.First,public welfare platforms should pay attention to the goal attainment when making donation information on platforms,the donation goals should be expressed in detail as much as possible,so that individuals can perceive goal attainment,and reduce psychological distance,then,to improve individual giving intention.Second,public welfare platforms should promote the moral attributes and social values of donation behavior vigorously.When the public show a higher identity about helping others,they are more likely to engage in donation behavior.