摘要
Abstract
Because of intensified competition and reduced financial support,commercial activities of social organizations have progressively become a trend.Although these activities ensure sustainable development of such organizations,they can crowd out the acquisition of external donations,that is,reduce public donations,for these organizations.Detailed investigations into this topic are lacking yet.Through a survey experiment,the study examines the relationship between the commercial activities of social organizations and public's willingness to donate,particularly under varying levels of financial transparency.The study found that these commercial activities can crowd out public donations,compared with social organizations that do not engage in commercial activities,the public is less willing to donate to those that do.The crowding-out effect occurs because commercialization lowers public's trust in the organizations.However,the negative impact of commercialization activities on public donations is very weak,and the organization's behavior of disclosing information can dissolve its negative impact on organizational trust,thereby encouraging the public's willingness to donate.The the-oretical significance of this study is that it responds to the mutually exclusive relationship between different financial sources of social organizations as well as confirms the feasibili-ty and importance of organizational innovation.关键词
社会组织商业化/公众捐赠/组织信任/信息公开/调查实验Key words
Commercialization of Social Organization/Public Donation/Or-ganizational Trust/Information Disclosure/Survey Experiment
