A Study On The Influence Of Previous Donation Experience Of Regret On The Individual Willingness To Donate

With the development of the Internet,the forms and ways of fund-raising have become more diversified,which not only promotes the rapid development of charity,but also brings a lot of problems.The frequent occurrence of negative news and events in online fundraising also brings negative donation experience to some donors.Due to the frequent occurrence of people's negative donation experience,and the past experience will provide reference for people's future donation decision,this paper focuses on the influence of people's experienced regret on willingness to donate in the process of fundraising,and tries to choose appropriate affect regulation strategies to decrease people's anticipated regret,so as to improve their willingness to donate.Three experiments were conducted in this study.First,examining the effect of experienced regret on willingness to donate and the mediating role of anticipated regret between experienced regret and willingness to donate.Second,combining with the affect regulation theory,the moderating effect of altruistic/egoistic advertising appeal and gain/loss framing advertising were texted.This study mainly drew the following conclusions :(1)most of the donors had negative donation experience,and the experienced regret would negatively affect people's willingness to donate;(2)experienced regret affects the willingness to donate through the mediating effect of anticipated regret,that is,experienced regret will positively affect people's anticipated regret for the next donation,while anticipated regret will negatively affect people's willingness to donate.(3)advertising appeals can shift people's attention and regulate the relationship between experienced regret and anticipated regret by emphasizing different information.Specifically,altruistic appeals can make people focus on the positive results of donation to others;gain framing advertising,which emphasizes possible benefits,can reduce the impact of experienced regret on people's anticipated regret of donation.The research has enriched the research on the influence of regret on willingness to donate,expanded the application scope of affect regulation theory,made certain theoretical contributions,and provided effective guidance and suggestions for the fundraising organizations.