新时代微公益公信力研究之相关理论的述评和反思
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摘要
近来频繁发生的商业炒作事件,使微公益在迅速发展的同时面临日益严重的公信力危机。鉴于此,在系统梳理微公益和公信力的概念和研究现状的基础上,批判地反思并整合利他、人际信任、文化决定论、志愿精神和制度取向的信任研究等相关概念或学说。进而提出了一个初步的研究框架,指出微公益的公信力研究应从制度信任、文化信任和人际信任三个维度展开探索,并进一步开展扎实的经验研究。
The frequent occurence of frequent of commercial hypes under the guise of e-philanthropy in China cost e-philanthropy its public trust in recent years. This article aims to explore the theoretical relationship between e-philanthropy and public trust. It begins with a literature review,and then talks about the related concepts or theories such as altruism,personal trust,cultural determinism,volunteerism and institutional trust are critically discussed. Finally,a theoretical framework that suggests the relationship between e-philanthropy the public trust should be examined by solid empirical research from the institutional trust,cultural trust and inter-personal trust level.
The frequent occurence of frequent of commercial hypes under the guise of e-philanthropy in China cost e-philanthropy its public trust in recent years. This article aims to explore the theoretical relationship between e-philanthropy and public trust. It begins with a literature review,and then talks about the related concepts or theories such as altruism,personal trust,cultural determinism,volunteerism and institutional trust are critically discussed. Finally,a theoretical framework that suggests the relationship between e-philanthropy the public trust should be examined by solid empirical research from the institutional trust,cultural trust and inter-personal trust level.
引文
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[17]钟智锦.社交媒体中的公益众筹:微公益的筹款能力和信息透明研究[J].新闻与传播研究,2015(8):68-83.
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[20]何霞,李春丽.民间微公益组织合法性获取战略研究:量表的开发与检验[J].广州大学学报(社会科学版),2015(9):45-52.
[21]Hart Theodore R. e-Philanthropy:Using the Internet to build support[J].International Journal of Nonprofit and Voluntary Sector Marketing,2002,7(4):353-360.
[22]Rubinyi R M. Computers and community:The organizational impact[J]. Journal of Communication,1989,39:110-123.
[23]Nicholas Negroponte. Being Digital[M]. New York:Alfred A Knopf,1995:1-243.
[24]Waters R D. Nonprofit Organizations'Use of the Internet A Content Analysis of Communication Trends on the Internet Sites of the Philanthropy 400[J]. Nonprofit Management&Leadership,2007,18(1):59-76.
[25]Greenberg J,MacAulay M. NPO 2.0? Exploring the Web Presence of Environmental Nonprofit Organizations in Canada[J].Global Media Journal:Canadian Edition,2009,2(1):63-88.
[26]Briones R L,Kuch B,Liu F B Jin Y. Keeping Up With the Digital Age:How the American Red Cross Uses Social Media to Build Relationships[J]. Public Relations Review,2011,37(1):37-43.
[27]Pallas C L,Urpelainen J. Mission and interests:The strategic formation and function of north-south NGO campaigns[J]. Global Governance,2013,19(3):401-423.
[28]Lucas E. Reinventing the rattling tin:How UK charities use facebook in fundraising[J]. International Journal of Nonprofit and Voluntary Sector Marketing,2017,22(2):1576.
[29]Gandía J L. Internet Disclosure by Nonprofit Organizations:Empirical Evidence of Nongovernmental Organizations for Development in Spain[J]. Nonprofit and Voluntary Sector Quarterly,2011,40(1):57-78.
[30]Noel Hyndman,Danielle McConville. Transparency in Reporting on Charities’Efficiency:A Framework for Analysis[J]. Nonprofit and Voluntary Sector Quarterly,2016,45(4):844-865.
[31]Rowena L Briones,Beth Kuch,Brooke Fisher Liu,Yan Jin. Keeping Up With the Digital Age:How the American Red Cross Uses Social Media to Build Relationships[J]. Public Relations Review,2011,37(1):37-43.
[32]Soboleva A,Burton S,Daellenbach K,Basil D Z. Tweets for tots:Using twitter to promote a charity and its supporters[J]. The Journal of Consumer Marketing,2017,34(6):515-523.
[33]张璐.公益慈善项目网络营销研究———以“冰桶挑战”为例[D].武汉:华中师范大学硕士学位论文,2015:5.
[34]何霞.困境与超越:民间微公益项目合法性问题研究[J].青年探索,2015(1):36-43.
[35]中国社会科学院语言研究所.现代汉语词典(第6版)[Z].北京:商务印书馆,2012:452.
[36]Hovland C,Janis I,Kelley H. Communication and persuasion[M]. New Haven:GT Yale University Press,1953:1-315.
[37]David Easton. A Systems Analysis of Political Life[M]. New York:John Wiley,1965:1-507.
[38]陈永国,钟杨.公共服务、政府管理对政府公信力的影响———中国城市政府公信力问题的调查研究[J].上海交通大学学报(哲学社会科学版),2012(3):16-23.
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[40]谢志平.改革开放以来的行政发展论析[J].大连海事大学学报(社会科学版),2007(3):32-36.
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