配捐对公众捐款的影响及其依赖性

互联网平台为公众捐款提供“配捐”是以往“99公益日”的主要特色。该文通过问卷调查分析配捐对我国公众参与公益节的影响。研究发现,配捐是吸引公众参与公益节捐款的主要原因。不过,公众捐款对配捐的依赖性有限,绝大多数公众并不会因为没有配捐就不继续捐款。鉴于近年来配捐引发的套捐诈捐问题和监管风险,建议公益节开发新的激励工具,从关注数量向关注质量转型,以促进我国互联网慈善事业的高质量发展。

Matching donations provided by internet platforms have been a defining feature of China’s “99 Charity Day,” a major online fundraising event. This study uses survey data to examine how matching donations influence public participation in the charity campaign. The results show that matching funds are a key factor motivating individuals to donate during the event. However, public giving does not appear to depend heavily on matching mechanisms, as most respondents indicate they would continue donating even in the absence of matching contributions. Given the problems of fraudulent and opportunistic claims associated with matching donations in recent years, as well as the regulatory risks they pose, this paper suggests that charity campaigns should explore new incentive mechanisms. Shifting the focus from the quantity of donations to their quality could help promote the high-quality development of China’s online philanthropy sector.