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越来越多的慈善机构将“谢礼”作为激励手段，以期提高个人捐赠意愿或金额。然而，以往研究发现，“谢礼”对慈善捐赠过程有着复杂的双重效应。本文详细界定“谢礼”的定义与分类，分析“谢礼”在无偿献血、捐资捐物和志愿服务等主要场景中的应用，并基于信号传递理论、内在动机、外在动机以及捐赠动机的挤出效应框架解释“谢礼”对个体捐赠行为和慈善机构的促进与抑制效应。慈善机构应根据自身特性、捐赠者类型及捐赠场景设计差异化“谢礼”匹配策略。未来研究应关注“谢礼”的价值衡量与长期效果、本土文化情境下的适配性以及数字化支持等方面来完善慈善捐赠激励机制。
Abstract：In charitable fundraising, "thank-you gifts" have been increasingly employed by charitable organizations as an incentive to influence individuals' willingness to donate.However,previous studies have revealed that " thank-you gifts" exert complex dual effects on charitable donations.This paper defines and classifies "thank-you gifts" in the context of charitable donations,and analyzes the application of "thank-you gifts" in major scenarios such as blood donation,financial contributions,and volunteer services.Based on the theoretical framework encompassing signal transmission theory,internal motivation,external motivation,and the crouding-out effect of donation motivation,the paper explains both the promotional and inhibitory effects of "thank-you gifts" on individual donation behavior and charitable organizations.Charitable organizations should design differentiated "thank-you gift" matching strategies according to their own characteristics,donor types,and donation scenarios.Future research should focus on issues such as the value measurement and long-term effects of " thank-you gifts ",their adaptability in local cultural contexts,and digital support,so as to provide a theoretical basis for improving charity incentive mechanisms.
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基本信息:
DOI：10.20280/j.cnki.cn33-1435/c.2025.05.003
中图分类号:D632.9
引用信息:
[1]何铨,王佳璐.促进或抑制：慈善捐赠中“谢礼”的双重效应[J].公益研究,2025,No.5(05):35-50+136.DOI:10.20280/j.cnki.cn33-1435/c.2025.05.003.
基金信息:
国家社会科学基金项目“互联网慈善捐赠中的助推机制与行为分析研究”(编号：21BSH167);国家社会科学基金项目“农村老年助餐服务可持续发展与实现路径研究”(编号：24BRK021)