关于企业慈善捐赠问题学术界已经有了大量的研究成果,但关于个人慈善捐赠行为的研究则鲜有人问津。本文就道德认同(内在化和表征化)对道德倾向(功利导向和义务导向)与个人慈善捐赠行为关系的调节作用进行了理论和实证分析。本文利用对到厦门旅游的游客及厦门高校的学生进行问卷调查回收的453份样本数据,通过结构方程模型进行分析,研究结果表明,功利导向和义务导向分别会抑制和增加个人的慈善捐赠行为。除此之外,表征化弱化了功利导向与慈善捐赠行为之间的负向关系,内在化和表征化则强化了义务导向与慈善捐赠行为的正向关系。There are a large number of researches on corporate philanthropy donations in the academia,but the researches on individual charitable behavior are rarely concerned.This paper theoretically and empirically analyzes the moderating role of moral identity(internalization and symbolization)on the relationship between ethical predispositions(utilitarianism and formalism orientation)and individual charitable behavior.Based on the 453 questionnaires collected from the survey of tourists in Xiamen and students from Xiamen colleges,it arrives at the conclusion by structural equation model analysis,utilitarianism and formalism orientation respectively inhabits and enhances individual charitable behavior.In addition,symbolization weakens the negative relationship between utilitarianism orientation and charitable behavior,and internalization and symbolization strengthen the positive relationship between formalism orientation and individual charitable behavior.教育部人文社会科学研究规划基金项目“组织结构变革中的路径依赖与路径突破研究”(批准号:11YJA630057
