Abstract This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdependent self-construal is likely to play a role in promoting donation behavior when individuals consider making a donation on a Facebook page. Furthermore, this study showed that impression outcome expectancy is the underlying mechanism mediating the effect of interdependent self-construal on willingness to donate, moderated by the donation contexts (public context: Facebook vs. private context: e-mail). This outcome suggests that high levels of interdependent self-construal alone do not prompt individuals to give, but that understanding the advertising medium and its interaction with underlying impression-outcome motives does so prompt individuals.

中文翻译：

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相互依赖的自我建构在增加捐赠行为意图中的作用：印象动机的潜在加工机制

摘要本研究通过比较两种捐赠条件：公共环境和私人环境，研究了个人如何参与在线捐赠行为。研究结果表明，当个人考虑在Facebook页面上进行捐赠时，相互依存的自我建构很可能在促进捐赠行为中发挥作用。此外，这项研究表明，印象结果预期是介导相互依赖的自我建构对捐赠意愿的影响的基本机制，受捐赠环境（公共环境：Facebook与私人环境：电子邮件）的调节。这一结果表明，高水平的相互依存的自我建构并不能促使个人付出，