明星代言人类型和求助项目的匹配对慈善捐助的作用

摘要

明星代言人号召募捐是公益事业中的常见策略。当前，虚拟明星代言人成为代言人的新形式。本文在慈善捐助的场景下研究真实明星代言人与虚拟明星代言人所导致的捐助效果差异，并探究如何针对救助对象的类型（非人类vs.人类）、救助对象募捐的时间距离以及救助对象的空间距离选择不同类型的代言人。基于心理距离理论与加工流畅性理论本文提出，当心理距离较远时（非人类救助对象、较远时间距离、较远空间距离）采用虚拟明星代言人，当心理距离较近时（人类救助对象、较近时间距离、较近空间距离）采用真实明星代言人，能有效促进捐助。本文设计了四项实验验证上述假设，并验证了加工流畅度在其中的中介作用。本文的结论在理论上丰富了代言人的选择文献，在实践中有助于提高慈善捐助的效果。

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引用本文

朱华伟, 李彦霓, 何斌. 明星代言人类型和求助项目的匹配对慈善捐助的作用[J]. 外国经济与管理, 2024, 46(11): 68-84. 

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