| Individual charitable donation is not only an important issue in social marketing,but also an important way to build a harmonious society.However,the level of individual charitable donation in China is still relatively backward in the world,so it is of great significance to promote the development of people’s livelihood and social welfare to enhance individual charitable intention through social marketing.At present,most relevant literature focuses on the perspective of charitable donors,donees and donation methods.As a complex behavioral decision,individual charitable behavior may also be affected by other people’s exemplary behavior,social network and other on-site or social environment factors.Based on the theory of shared reality,this study will explore whether witnessing the help of others can promote an individual’s charitable behavior.Specifically,this study uses an experimental method to investigate the mediating role of perceived social support between witnessing help and individual charitable behavior,and explores the moderating role of social value orientation and tie strength between witnessing help and individual charitable behavior.This study through the four groups of experiment test hypothesis: study 1was a single-factor inter-group experiment,studying the main effect and the mediating effect of perceived social support on witnessing help and individual charitable behavior;Study 2 expanded study 1 to explore whether witnessing other people’s generous donation and witnessing other people’s stingy donation had different effects on individual charitable behavior,and tried to exclude the mediated alternative explanation of emotional empathy.In study 3,we conducted an intergroup experiment with witnessing help(experimental group VS control group)× social value orientation(pro-self VS prosocial)to investigate the impact of social value orientation on the relationship between witnessing help and perceived social support and individual charitable behavior.In study 4,we conducted an inter-group experiment with witnessing help(experimental group VS control group)× tie strength(acquaintance VS stranger),to investigate the effect of tie strength on the relationship between witnessing help and perceived social support and individual charitable behavior.Research found that: first of all,perceived social support plays a part mediator between witnessing help and individual charitable behavior,when individual witnessing others help,the level of perceived social support is higher,and promote the charity behavior,and when individual bear witness to the generosity of others behavior,the effect is more obvious.Secondly,social value orientation moderates the relationship between witnessing help and individual charitable behavior.Compared with prosocial individuals,witnessing help in pro-self individuals has a stronger impact on individual charitable behavior.Social value orientation moderated the relationship between witnessing help and perceived social support.Compared with prosocial individuals,witnessing help in pro-self individuals has a stronger impact on perceived social support.In addition,tie strength moderated the relationship between witnessing help and individual charitable behavior.When the helping people was an acquaintance,the effect of witnessing help on the individual’s charitable behavior was stronger than when the helping people was a stranger with weaker relationship strength.Tie strength moderated the relationship between witnessing help and perceived social support.When the helping people was an acquaintance,the effect of witnessing help on the perceived social support was stronger than when the helping people was a stranger with weaker relationship strength. |
