Abstract: Online crowdfunding for charity is the practice of obtaining financial contributions from online communities. In this study, three experiments were conducted to investigate how the beneficiaries’ facial expressions and the donor-beneficiary relationship influence donation behavior toward charitable crowdfunding on the social platform. The results indicated that happy facial expressions had a greater impact on donation amounts and the willingness to share than sad expressions. Compared with strangers on the social platform, donors who were acquainted with the beneficiaries tended to contribute more and were also more willing to share messages among their friends. There was a significant interaction between facial expressions and donor-beneficiary relationships on donor behavior toward charitable crowdfunding, and there was no significant impact on the willingness to share. The findings suggest that, on the social platform, beneficiaries with happy facial expressions can receive more donations from online charitable crowdfunding. Indirectly shared relationships or “acquaintances” with weak social exchange expectations have a greater influence on donor behavior.

Key words: online crowdfunding for charities, facial expressions, donor-beneficiary relationship, donation amounts, willingness to share

摘要： 网络慈善众筹是从在线社区获得财力捐助的行为。本研究通过3个实验，考察在线社交平台上受益者面部表情与捐赠者–受益者关系对慈善众筹捐赠行为的影响。结果发现，快乐的面部表情对捐赠金额和分享意愿的影响总体上比悲伤更大；捐赠者–受益者共有的熟人关系比陌生人关系对捐赠金额与分享意愿的影响更大；面部表情与捐赠者–受益者关系对慈善众筹的捐赠金额存在交互作用，但对分享意愿没有显著性影响。结果表明，在线社交平台的慈善众筹捐赠行为更偏好有快乐面部表情的受益者，并且更多地受到间接的、社会交换预期微弱的熟人共有关系的影响。

关键词: 网络慈善众筹, 面部表情, 捐赠者–, 受益者关系, 捐赠金额, 分享意愿