| 10 | 0 | 11 |
| 下载次数 | 被引频次 | 阅读次数 |
数字公益鼓励了广泛的公益参与，为公益慈善事业带来了大量的关注与资源，但关于如何进一步推动公益参与行为向更深层次的公益公民行为转变，现有研究尚未展开系统探讨。本文采用混合研究设计，首先通过扎根理论识别了公益参与行为到公益公民行为的关键转化因素，并确立理论框架，进而通过结构方程模型检验了公益参与行为与公益公民行为之间的积极传递效应及其边界条件。研究发现，公益参与行为通过激活感知价值和角色认知的认知反应，进而提升项目认同的情感体验，最终驱动公益公民行为；角色认知的作用过程受到关系导向互动的倒U型调节。
Abstract：Digital philanthropy has encouraged widespread public involvement in charitable activities and brought a large amount of attention and resources to charity. However, how to further promote the transformation of public charitable participation behavior into a deeper level of citizenship behavior remains underexplored systematically in the literature. This study adopts a mixed-methods design,first using Grounded Theory to identify key factors in the transition from philanthropic participation to citizenship behavior and develop a theoretical framework. Subsequently, structural equation modeling is employed to uncover the positive effect between philanthropic participation behaviors and citizenship behaviors, along with its boundary conditions. The results show that philanthropic participation behavior triggers cognitive responses through perceived value and role cognition,which in turn strengthen emotional engagement in the project identification, ultimately driving philanthropic citizenship behavior; the relation-orientation interaction has an inverse U-shaped moderating effect on the influencing process of role cognition.
(1)侯俊东、库锐玲、丁苗苗:《社会化公益价值共创:概念意涵与内在逻辑》,《武汉理工大学学报》(社会科学版)2021年第6期。
(2)Mato-Santiso V,Rey-García M,Sanzo-Pérez M J,“Managing multi-stakeholder relationships in nonprofit organizations through multiple channels:A systematic review and research agenda for enhancing stakeholder relationship marketing,” Public Relations Review,vol.47,no.4(2021),pp.1-41.
(3)Yi Y,Nataraajan R,Gong T,“Customer participation and citizenship behavioral influences on employee performance,satisfaction,commitment,and turnover intention,” Journal of Business Research,vol.64,no.1(2011),pp.87-95.
(4)林闽钢:《平台型慈善:数字时代中国公益慈善发展的新路径》,《公益研究》2025年第6期。
(5)同③。
(6)Castillo M,Petrie R,Wardell C,“Fundraising through online social networks:A field experiment on peer-to-peer solicitation,”Journal of Public Economics,vol.114(2014),pp.29-35.
(7)Zhu G,Lu J,Zhou L,et al.,“The more the better?The negative effect of disseminators' donations in online donation,”Psychology & Marketing,vol.40,no.6(2023),pp.1179-1195.
(8)Van Schie S,Güntert S T,Oostlander J,et al.,“How the organizational context impacts volunteers:A differentiated perspective on self-determined motivation,”VOLUNTAS:International Journal of Voluntary and Nonprofit Organizations,vol.26(2015),pp.1570-1590.
(9)Nonnis M,Massidda D,Cabiddu C,et al.,“Motivation to donate,job crafting,and organizational citizenship behavior in blood collection volunteers in non-profit organizations,”International Journal of Environmental Research and Public Health,vol.17,no.3(2020),p.934.
(10)Muthuri J N,Matten D,Moon J,“Employee volunteering and social capital:Contributions to corporate social responsibility,”British Journal of Management,vol.20,no.1(2009),pp.75-89.
(11)Nisar T M,Prabhakar G,Bourlakis M,“Unravelling influential individual level factors during a crowdfunding campaign:Insights from the ALS ice bucket challenge,”Technological Forecasting and Social Change,vol.175(2022),pp.1-49.
(12)Hou T,Luo X R,Ke D,et al.,“Exploring different appraisals in deviant sharing behaviors:A mixed-methods study,” Journal of Business Research,vol.139(2022),pp.496-509.
(13)Yi Y,Nataraajan R,Gong T,“Customer participation and citizenship behavioral influences on employee performance,satisfaction,commitment,and turnover intention,” Journal of Business Research,vol.64,no.1(2011),pp.87-95.
(14)唐范、侯俊东、周荣:《社会化媒体赋能公益主体价值共创:基础、实践与效果》,《外国经济与管理》2024年第8期。
(15)Yi Y,Gong T,“Customer value co-creation behavior:Scale development and validation,”Journal of Business Research,vol.66,no.9(2013),pp.1279-1284.
(16)Boenigk S,Helmig B,“Why do donors donate?Examining the effects of organizational identification and identity salience on the relationships among satisfaction,loyalty,and donation behavior,”Journal of Service Research,vol.16,no.4(2013),pp.533-548.
(17)Biddle B J,“Recent developments in role theory,”Annual Review of Sociology,vol.12,no.1(1986),pp.67-92.
(18)Hou T,Luo X R,Ke D,et al.,“Exploring different appraisals in deviant sharing behaviors:A mixed-methods study,”Journal of Business Research,vol.139(2022),pp.496-509.
(19)Wang T,Li Y,Kang M,et al.,“Exploring individuals' behavioral intentions toward donation crowdfunding:evidence from China,”Industrial Management & Data Systems,vol.119,no.7(2019),pp.1515-1534.
(20)Mustak M,Jaakkola E,Halinen A,“Customer participation and value creation:a systematic review and research implications,” Managing Service Quality:An International Journal,vol.23,no.4(2013),pp.341-359.
(21)张辉、汪涛、刘洪深:《顾客参与了为何仍不满意——顾客参与过程中控制错觉与顾客满意的关系研究》,《南开管理评论》2011年第5期。
(22)贾薇、张明立、王宝:《顾客价值在顾客参与和顾客满意关系中的中介效应研究》,《中国工业经济》2009年第4期。
(23)Dedeoĝlu B B,Küçükergin K G,Balıkçıoĝlu S,“Understanding the relationships of servicescape,value,image,pleasure,and behavioral intentions among hotel customers,” Journal of Travel & Tourism Marketing,vol.32,sup1(2015),pp.S42-S61.
(24)Wang T,Li Y,Kang M,et al.,“Exploring individuals' behavioral intentions toward donation crowdfunding:evidence from China,”Industrial Management & Data Systems,vol.119,no.7(2019),pp.1515-1534.
(25)Ihm J,Lee S,“How perceived costs and benefits of initial social media participation affect subsequent community-based participation,”VOLUNTAS:International Journal of Voluntary and Nonprofit Organizations,vol.32(2021),pp.1320-1331.
(26)Kim Y J,Van Dyne L,Kamdar D,et al.,“Why and when do motives matter?An integrative model of motives,role cognitions,and social support as predictors of OCB,”Organizational Behavior and Human Decision Processes,vol.121,no.2(2013),pp.231-245.
(27)Biddle B J,“Recent developments in role theory,”Annual Review of Sociology,vol.12,no.1(1986),pp.67-92.
(28)Kamdar D,McAllister D J,Turban D B,“ ‘All in a day's work’:how follower individual differences and justice perceptions predict OCB role definitions and behavior,”Journal of Applied Psychology,vol.91,no.4(2006),p.841.
(29)Dierdorff E C,Rubin R S,Ellington J K,“Interpersonal skills,role cognitions,and OCB:Exploring mediating mechanisms and contextual constraints on role enactment,” Journal of Vocational Behavior,vol.129(2013),pp.1-16;Kim Y J,Van Dyne L,Kamdar D,et al.,“Why and when do motives matter?An integrative model of motives,role cognitions,and social support as predictors of OCB,”Organizational Behavior and Human Decision Processes,vol.121,no.2(2013),pp.231-245.
(30)Parker S K,“That is my job' How employees' role orientation affects their job performance,”Human Relations,vol.60,no.3(2007),pp.403-434.
(31)Grant A M,“Giving time,time after time:Work design and sustained employee participation in corporate volunteering,” Academy of Management Review,vol.37,no.4(2012),pp.589-615.
(32)侯俊东、王敏:《在线公益平台情境下用户连接何以形成——基于过程视角的实证研究》,《暨南学报》(哲学社会科学版)2023年第8期。
(33)Chan K W,Gong T,Zhang R,et al.“Do employee citizenship behaviors lead to customer citizenship behaviors?The roles of dual identification and service climate,” Journal of Service Research,vol.20,no.3(2017),pp.259-274.
(34)Wu W Y,Tsai C H,“The empirical study of CRM:Consumer-company identification and purchase intention in the direct selling industry,”International Journal of Commerce and Management,vol.17,no.3(2008),pp.194-210.
(35)Ihm J,Lee S,“How perceived costs and benefits of initial social media participation affect subsequent community-based participation,” VOLUNTAS:International Journal of Voluntary and Nonprofit Organizations,vol.32(2021),pp.1320-1331.
(36)Zhou Y,Fei Z,He Y,et al.,“How human-chatbot interaction impairs charitable giving:the role of moral judgment,” Journal of Business Ethics,vol.178,no.3(2022),pp.849-865.
(37)Boenigk S,Helmig B,“Why do donors donate?Examining the effects of organizational identification and identity salience on the relationships among satisfaction,loyalty,and donation behavior,”Journal of Service Research,vol.16,no.4(2013),pp.533-548.
(38)Parker S K,“That is my job' How employees' role orientation affects their job performance,”Human Relations,vol.60,no.3(2007),pp.403-434.
(39)Dong B,Evans K R,Zou S,“The effects of customer participation in co-created service recovery,”Journal of the Academy of Marketing Science,vol.36(2008),pp.123-137.
(40)Köhler C F,Rohm A J,De Ruyter K,et al.,“Return on interactivity:The impact of online agents on newcomer adjustment,”Journal of Marketing,vol.75,no.2(2011),pp.93-108.
(41)Yi Y,Nataraajan R,Gong T,“Customer participation and citizenship behavioral influences on employee performance,satisfaction,commitment,and turnover intention,” Journal of Business Research,vol.64,no.1(2011),pp.87-95.
(42)Wang T,Li Y,Kang M,et al.,“Exploring individuals' behavioral intentions toward donation crowdfunding:evidence from China,”Industrial Management & Data Systems,vol.119,no.7(2019),pp.1515-1534.
(43)Van Dyne L,Kamdar D,Joireman J,“In-role perceptions buffer the negative impact of low LMX on helping and enhance the positive impact of high LMX on voice,”Journal of Applied Psychology,vol.93,no.6(2008),pp.1195-1207.
(44)Boenigk S,Helmig B,“Why do donors donate?Examining the effects of organizational identification and identity salience on the relationships among satisfaction,loyalty,and donation behavior,”Journal of Service Research,vol.16,no.4(2013),pp.533-548.
(45)程诚、陶浩宇:《青年互联网捐助行为——基于平台差异的比较分析》,《青年研究》2024年第4期。
(46)张跃先、张星、崔航等:《虚拟品牌社区中内、外部激励对顾客契合的影响研究》,《管理学报》2022年第2期。
基本信息:
DOI：10.20280/j.cnki.cn33-1435/c.2026.02.005
中图分类号:D632.9
引用信息:
[1]侯俊东,唐范.公益参与如何“由浅入深”:从公益参与行为到公益公民行为的转化机制[J].公益研究,2026,No.8(02):60-73+146.DOI:10.20280/j.cnki.cn33-1435/c.2026.02.005.
基金信息:
国家自然科学基金项目“平台视域下网络公益异化的生成逻辑、影响效果及生态治理策略”(编号：72274185);国家自然科学基金项目“公众参与社会化公益价值共创行为的形成机制及转换过程研究”(编号：71874163)
2026-03-08
2026-03-08