他人的存在影響線上公益捐款行為之研究：關係連結強度與心理距離之調節效果

Abstract

有越來越多的非營利組織使用社群網站來匯聚公眾關注以及募款。然而，當人們在社群網站上察覺到他人的存在，是否同時會引發旁觀者效應，使人們不願意伸出援手，仍是一個未解的問題，對於非營利組織而言也是莫大的隱憂。因此，本研究根據過去文獻提出假設：社群網站上他人的存在會透過知覺需求以及知覺責任兩條中介路徑，正向（而非負向）影響人們的助人意願以及捐款金額；結果也確實支持這樣的推論。此外，本研究也發現：與訊息傳遞者的連結強度以及與受助者的心理距離都會顯著正向影響知覺需求以及知覺責任；與受助者的心理距離更會負向調節他人的存在的效果，意即在心理距離近的情況下，人們本來就能感受到高程度的受助者需求及助人責任，此時關注人數的影響並不顯著，反而在心理距離遠的情境下，他人的存在會有雪中送炭的效果，使人們感受到較高程度的受助者需求以及助人責任。這些研究發現無論對於理論抑或實務都有相當大的貢獻。

There are more and more non-profit organizations (NPOs) utilizing social networking sites (SNSs) to attract public attention and raise funds. However, it is still an unresolved problem and an underlying apprehension for NPOs whether the bystander effect emerges when people perceive the presence of others on SNSs, which makes people less likely to lend a helping hand. The present research proposed the following hypothesis according to literature: The presence of others on SNSs will positively (rather than negatively) affects helping intention and monetary donation through the mediation effects of awareness of victims’ needs and perceived responsibility to help. The results supported this inference. Besides, positive effects on the two mediators from tie strength with message communicators and psychological closeness to victims are also found. Psychological closeness further negatively moderates the main effect of presence of others, which means that an effect of “offering fuel in snowy weather” exists—the presence of others can make people feel higher level of need awareness and perceived responsibility when the targets are psychologically distant than close. These findings contribute a lot to not only theories but also practices.