亲社会行为机理可以促进医疗众筹项目筹资吗？

doi:10.16381/j.cnki.issn1003-207x.2021.0660

摘要/Abstract

摘要：

医疗众筹通过社会捐赠解决重疾患者的医疗费用，因此识别影响众筹项目筹资绩效的关键因素对缓解患者家庭燃眉之急有重要意义。本文利用轻松筹125893个医疗众筹项目的高频数据，从发起者、项目本身、支持者和亲社会行为机理四个维度探索中国医疗众筹项目的影响因素。研究发现，与其他类型的众筹类似，医疗众筹发起者的社会网络、社会资本和项目质量对筹资绩效有正向作用；项目筹款周期对筹资绩效有负向作用，目标金额过高会降低项目成功率，但与其他筹款绩效正相关。区别于其他类型的众筹，驱动亲社会行为的内在机理在医疗众筹的筹资过程中也起着至关重要的作用。女性、儿童和癌症患者更易激发公众伸出援助之手，使得他们的项目筹款能力突出；来自高收入地区的项目和创建于春节期间的项目也同样具有较强的吸金能力；过分地强调家庭的负债情况则会抑制筹款。本研究的结论不仅可以为项目发起者提升筹资效率提供有效策略，还可以为缓解网络捐赠的区域不平衡提供解决思路。

关键词: 医疗众筹, 筹资绩效, 亲社会行为机理, 轻松筹

Abstract:

Medical crowdfunding solves the problem of lacking medical expenses for poor patients with severe illnesses though online donations. Thus， finding the key factors to improve the fundraising performance is of great significance for patients and their family. Here， with the high-frequency data of 125，893 medical crowdfunding projects on Qingsong Chou in China， these factors are uncovered from the perspectives of creators， projects， backers， and prosocial behavior mechanisms. Differing from previous studies， the variables of prosocial behavior mechanisms are defined from the perspective of help-seeker’s characteristics， benefactor’s ability， and external environment. The linear regression model and logistic regression model are employed to check the validity oftheseprosocial factors.It is found that social network and social capital of creators and project quality have a postive effect on the fundraising performance. It is also found that the period of projects negatively affect on raising funds， and the goal of projects may decrease the probability of success and increase other project performance. More importantly， the factors driving prosocial behavior play a significant role in promoting money collection in the medical crowdfunding. Females， children and cancer patients who can attract more help are much easier to raise funds. Furthermore， projects from high-income areas and those created during the Spring Festival have a strong ability to attract funds. However， emphasising on the poverty will inhibit fundraising. In addition， the effectiveness of prosocial behavior mechanisms is further confirmed through robustness tests. It is found that the donating willingness of potential supporters only increases during the Spring Festival and children is the mostcrucial factorto improve the fundraise in comparison of females and cancer patients. These findings can not only provide effective strategies for project creators to improve fundraising， but also provide new thoughts for relieving the regional imbalance of online donations and promoting the sound development of medical crowdfunding.

Key words: medical crowdfunding, fundrasing performance, factors driving prosocial behavior, Qingsong Chou

中图分类号:

D632.9

蒋志强,王逸明,汪鹏,周炜星. 亲社会行为机理可以促进医疗众筹项目筹资吗？[J]. 中国管理科学, 2024, 32(4): 227-236.

Zhiqiang Jiang,Yiming Wang,Peng Wang,Weixing Zhou. Do Factors Driving Prosocial Behaviors Promote Fundraising in Medical Crowdfunding?[J]. Chinese Journal of Management Science, 2024, 32(4): 227-236.

图/表 2

表1

筹款总额Mt 和筹款成功指标MI 的回归结果"

变量	模型1: M_t	模型2: M_t	模型3: M_I	模型4: M_I
Intercept	0.1070^***	0.0304^***	-5.0262^***	-5.3342^***
S_h	0.1195^***	0.1150^***	0.1421^***	0.1246^***
S_n	0.2425^***	0.2443^***	0.7579^***	0.7616^***
Q_n	0.4863^***	0.4749^***	0.9213^***	0.8978^***
Q_t	0.0814^***	0.0819^***	0.2300^***	0.2326^***
Q_p	0.0049^*	0.0056^**	0.0520^**	0.0519^**
Q_u	0.0334^***	0.0336^***	0.1306^***	0.1309^***
Q_c	0.0306^***	0.0301^***	0.0401^***	0.0404^***
I_t	0.2012^***	0.1912^***	-3.8072^***	-3.8625^***
I_p	0.0505^***	-0.0614^***	-0.3093^***	-0.3410^***
I_h	-0.0056^**	-0.0119^***	0.0301	0.0113
2017	-0.1403^***	-0.1226^***	-0.5156^***	-0.4524^***
2018	-0.1381^***	-0.1077^***	-0.8480^***	-0.7574^***
2019	-0.0989^***	-0.0699^***	-1.1752^***	-1.0893^***
2020	-0.0207^*	0.0096	-1.2983^***	-1.2126^***
P_g		0.0254^***		-0.0201
P_a		-0.0592^***		-0.1956^***
P_c		0.0740^***		0.3342^***
P_d		-0.0190^***		-0.0014
P_l		0.3079^***		0.8334^***
P_s		0.0403^***		0.2521^**
$R a d j 2$	0.5531	0.5622	0.3877	0.3962

表1

表2

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变量	M_t	M_I	M_n	M_s	变量	M_t	M_I	M_n	M_s
A: 替换网络中心性指标					B: 离散化患者年龄
接近中心性	0.1240^***	0.2390^***	0.1234^***	0.0037	儿童	0.1739^***	0.4066^***	0.3619^***	-0.0041
度中心性	0.0640^***	-0.0077	0.1071^***	0.0095^**	青年	0.1610^***	0.8214^***	0.3237^***	0.0215
特征向量中心	0.0040	-0.2815^***	0.0272^***	-0.0010	成年	0.1272^***	0.7227^***	0.1415^***	0.0247^*
					中年	0.0032	0.2783^***	-0.0002	-0.064
C: 变换经济发达地区定义					D:考虑其他中国传统节日
可支配收入前十	0.2438^***	0.5861^***	0.2810^***	0.0298^***	元旦	-0.0590	-0.5130	-0.0342	-0.0329
可支配收入前十五	0.2409^***	0.5688^***	0.1988^***	0.0232^***	清明	-0.0238	0.2582	0.0120	-0.0335
一二线城市	0.2233^***	0.5188^***	0.1919^***	0.0200^***	劳动节	-0.0092	0.0349	0.0217	-0.0409
三线城市	0.2143^***	0.5430^***	0.0680^***	0.0493^***	端午节	0.0350	0.1071	-0.0108	-0.0247
四线城市	0.0596^***	0.2366^***	0.0302^***	0.0069	中秋节	-0.0225	0.0633	-0.0554?	-0.0060
					国庆节	-0.0520	0.0453	-0.0320?	-0.0127
E: 考虑交乘项
女性×儿童	0.0376^**	0.0689	0.0327^**	0.0127
儿童×癌症	0.0719^***	0.5932^***	0.1004^***	-0.0966^***
女性×癌症	0.0077	-0.0016	-0.0025	-0.0125