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研究通过3个实验探索了致谢类型对个体后续捐赠行为的影响。结果表明行为感谢型致谢能够促进后续捐赠行为,品质欣赏型致谢则会抑制后续捐赠行为。公开程度并不影响收到行为感谢型致谢的个体的后续捐赠行为;但公开程度越高,品质欣赏型致谢更容易降低个体的后续捐赠行为。道德认同内化水平越高,越能够促进收到行为感谢型致谢的个体后续的捐赠行为,也更容易抑制收到品质欣赏型致谢的个体后续的捐赠行为。本文为公益机构选择合适的致谢方式提供建议。
The study explored the impact of the types of acknowledgments on subsequent follow-up behavior in three trials. The results show that the gratitude type appreciation can promote the follow-up donation behavior, and the appreciation of quality appreciation can restrain the follow-up donation behavior. The degree of publicity does not affect the follow-up donations of individuals who have received the thanksgiving gratitude; however, the higher the degree of publicity, the appreciation of quality appreciation will be more likely to reduce the individual’s subsequent donations. The higher the level of internalization of moral identity, the more it can promote the follow-up donations of individuals who receive the thank-for-thank-you contributions, and the more likely to suppress the follow-up donations of individuals who receive the appreciation of quality. This article provides advice for PBOs to choose the appropriate ways to acknowledge.