作　　者： ;

机构地区： 华南理工大学

出　　处： 《新闻大学》 2018年第6期91-100,150,151共12页

摘　　要： 在技术支持下,"轻松筹"已成为我国社交公益众筹平台的代表。本研究通过问卷调查和深度访谈发现,当前"轻松筹"项目的参与有两种:直接捐助和项目信息传播。虽然"合群""关系"也是驱动捐助行为的重要因素,但从"轻松筹"的捐助行为来看,西方现代慈善理论中舶来的"陌生人伦理"开始浮现,捐助中的"利他"性更强;而在涉及传播者自身形象建构、个体自我展示及获得认同的项目信息传播上,"利己"倾向更为显著。然而,即便是"利他"性更强的捐助,当捐助者与被捐助人/捐助项目发起者"关系"越近时,其捐助行为也越利己;在"利己"性更强的信息传播中,因高学历者会将"轻松筹"项目的信息传播与个体形象相结合,因此,他们更不容易受到"关系"和圈子的影响。 Under the support of technology,the"QingSongChou"social network platform is become a kind of representative role of the social public warfare crowdfunding platform.The research finds that there are two different ways of engaging the"QingSongChou"project through questionnaire and depth interview.These two ways are direct donation and communication of the project information.Although"to be gregarious"and"relationship"are somehow still the important factors to drive the donation behavior,"the ethics of strangers"borrowed from modern western philanthropy theory begin to emerge,and the altruistic motivation is getting stronger.To the communication of the project information,egotistic motivation is getting stronger because of the involving of self-image construction;self-presentation and gain acceptance.However,the more close donator to the donated person or the initiator of the donation project,the stronger egotistic motivation it will be even in the altruistic donation project.When information dissemination has a strong egotistic motivation,highly educated publisher will combine his own image to the"QingSongChou"project information,and they are less likely affected by the"relationship"or the"social milieu".

关 键 词： 轻松筹 利己 利他 关系

分 类 号： [G206]

领　　域： []