医疗众筹平台为求助者们提供高效便捷的筹款渠道，方便患者讲述和传播自身疾病 经历和慈善诉求，帮助许多低收入的大病患者解决了诊疗开销费用的难题，越来越受到 人们的青睐。对于医疗求助者来说，如何保证自己的慈善诉求能够打动潜在的捐赠者， 这一点尤为重要，在有限的篇幅中发布什么样的信息更能够促进众筹项目的成功是值得 探究的一大问题。 本文运用亚里士多德说服理论，从喻情（情感证明）、喻理（逻辑证明）、喻德（信 誉证明）三个方面探究影响医疗众筹平台用户捐赠意愿的因素。本文将项目求助内容的 信息框架（信息中强调采用或未采用某特定行为的积极或消极后果。收益框架信息通常 表示采取某行为而产生的收益，而损失框架信息通常表示不采取所要求的行为的成本） ——即收益框架和损失框架作为情感证明。将医疗众筹项目中求助说明的文本长度、图 片数量和与健康相关的专业词汇的数量等反映信息质量的因素作为逻辑证明。将项目的 可信度作为信誉证明。 本文共包含三项研究，前两项研究采用实验法，分别设计了四组情境性问卷，旨在 探究求助信息的逻辑证明、情感证明和信誉证明之间的关系以及三者对项目浏览者的捐 赠意愿的影响。研究二在研究一的基础上进一步深入探究，考虑了积极和消极框架同时 存在的情况。研究三通过爬取微博上的轻松筹的项目内容，将项目信息进行量化处理后 提取相关变量，构建计量经济模型，通过客观数据分析对提出的假设进行检验。研究三 也是对前两项实验研究的部分结论的进一步验证，同时也是为了发现一些其他变量之间 的关系，通过对医疗众筹项目的文本分析，能更好地识别出影响资助者的捐赠意愿的因 素。研究一和研究二的结果证实了项目的信息质量（逻辑证明）、信息框架（情感证明） 和可信度（信誉证明）显著影响捐赠者的捐款意愿，但信息框架的呈现顺序（先收益框 架后损失框架/先损失框架后收益框架）对捐赠意愿无显著影响。研究三通过爬取轻松 筹的真实项目数据，既验证了前两项研究的部分结论，也发现了更多影响用户捐赠意愿 的因素，例如，项目的目标金额、实名认证人数、筹款动态显著正向影响用户的捐赠意 愿，而项目的标题长度显著负向影响捐赠意愿。本研究对平台如何促进潜在捐赠者的捐 赠意愿和医疗求助者如何科学撰写慈善诉求具有实践启示和指导意义，同时也丰富和扩 展了亚里士多德说服理论在医疗众筹研究领域的应用。 关键词：医疗众筹；情感证明；逻辑证明；信誉证明；信息框架 研究类型：应用研究 Abstract Themedicalcrowdfundingplatformprovidesefficientandconvenientfund-raising channelsforthehelp-seekers,facilitatesthepatientstotellandspreadtheirdisease experiencesandcharityappeals,andhelpsmanylow-incomepatientswithseriousdiseasesto solvetheproblemofmedicalexpenses,whichisincreasinglyfavoredbypeople.Formedical helpseekers,itisespeciallyimportanttoensurethattheircharityappealscanimpress potentialdonors.Whatkindofinformationcanbereleasedinlimitedspacetopromotethe successofcrowdfundingprojectsisabigproblemworthexploring. ThispaperdrawsuponAristotle'stheoryofpersuasiontoexplorethefactorsaffecting thedonationwillingnessofmedicalcrowdfundingplatformsusersfromthreeaspects:pathos (emotionalappeals),logos(rationalappeals),andethos(credibilityappeals).Thispaperwill focusonthemessageframingoftheprojectcontent,whichemphasizesthepositiveor negativeconsequencesofadoptingornotadoptingaspecificbehavior.Gain-framedmessage usuallyrepresentstherevenuegeneratedbytakingacertainaction,whileloss-framed messageusuallyrepresentsthecostofnottakingtherequiredaction.Inthisstudy,gain-frame andloss-frameareusedasemotionalappeals.Inaddition,thelengthofthetext,thenumberof imagesandthenumberofhealth-relatedprofessionalwordswhichreflecttheinformation qualityinmedicalcrowdfundingprojectaretakenastherationalappeals,andthecredibility oftheprojectascredibilityappeal. Thispaperconsistsofthreestudies.Thefirsttwostudiesusetheexperimentalmethodto designfourgroupsofsituationalquestionnaires,whicharedesignedtoexplorethe relationshipbetweentherationalappeal,theemotionalappealandthecredibilityappeal,and theinfluenceofthethreeondonationwillingnessofprojectbrowsers.Study2further exploresonthebasisofStudy1andconsidersthecoexistenceofgainandlossframes.Study 3crawlstheprojectcontentofQingsongchouonWeibo,extractstherelevantvariablesafter quantitativeprocessing,constructstheeconometricmodel,andteststheproposedassumptions byobjectivedataanalysis.Study3isalsoafurtherverificationofsomeconclusionsoffirst twoexperimentalstudies,butalsotofindtherelationshipbetweensomeothervariables. Throughthetextanalysisofmedicalcrowdfundingprojects,wecanbetteridentifythefactors thataffectthedonationwillingness.TheresultsofStudy1andStudy2confirmedthatthe project’sinformationquality(rationalappeal),massageframing(emotionalappeal)and credibility(credibilityappeal)significantlyaffectthedonationwillingness,butthe presentationorderofmessageframing(gain-framefirst/loss-framefirst)hasnosignificant impactondonationwillingness.InStudy3,bycrawlingtherealprojectdataofQingsongchou, wenotonlyverifiedsomeconclusionsofthefirsttwostudies,butalsofoundmorefactors thataffectusers’donationwillingness.Forexample,thetargetamount,thenumberofreal nameauthenticators,andthefund-raisingdynamicshaveasignificantpositiveimpacton users’donationwillingness,whilethelengthoftheprojecttitlehasasignificantnegative impactondonationwillingness.Thisstudyhaspracticalenlightenmentandguiding significanceonhowtheplatformcanpromotethedonors’donationwillingnessandhow medicalhelp-seekerscanwritecharityappeals.Italsoenrichesandexpandstheapplicationof Aristotle'stheoryofpersuasioninmedicalcrowdfundingresearch. Keywords:Medicalcrowdfunding;Emotionalappeal;Rationalappeal;Credibilityappeal; Messageframing Thesis:AppliedResearch 目录 Ⅰ 目录 1绪论.........................................................................................................................................1 1.1研究背景与意义.................................................................................................................1 1.1.1研究背景.........................................................................................................................1 1.1.2研究问题.........................................................................................................................2 1.1.3研究意义.........................................................................................................................3 1.2研究目的、内容与方法.....................................................................................................4 1.2.1研究目的.........................................................................................................................4 1.2.2研究内容.........................................................................................................................4 1.2.3研究方法.........................................................................................................................5 1.3技术路线图与论文创新点.................................................................................................6 1.3.1技术路线图.....................................................................................................................6 1.3.2论文创新点.....................................................................................................................7 2相关研究综述.........................................................................................................................9 2.1众筹的概念与类型.............................................................................................................9 2.2捐赠众筹与医疗众筹.........................................................................................................9 2.3捐赠众筹的相关研究.......................................................................................................10 2.4医疗众筹的相关研究.......................................................................................................12 2.5理论基础...........................................................................................................................13 2.5.1亚里士多德说服理论...................................................................................................13 2.5.2信息内容质量...............................................................................................................14 2.5.3信息框架.....................................