Does the Power of Social Example Fade? Nudge Effect of Social Information on Individual’s Donation Behaviors During the COVID-19 Pandemic: A Moderated Mediation Model with Three-Wave Cross-Sectional Data

Abstract

Purpose This study assesses how various social information influence individuals’ money donation behaviors towards charitable funds against the COVID-19 pandemic at different stages of the pandemic. It also explores the mediating role of social anxiety and the moderating role of self-control. Materials and Methods This three-wave study was conducted with online survey experiments using convenience sampling at the pandemic’s outbreak stage (April–June 2020), trough stage (February–March 2021), and resurgence stage (May 2022) in China. The nudge power of social information was measured by whether participants changed their initial money donation decisions after informed positive or negative social information. Self-report scales were used to measure levels of social anxiety (Social Interaction Anxiety Scale) and self-control (Self-Control Scale). The final data set included 1371 participants from 26 provinces of mainland China. Stata medeff package and SPSS PROCESS were used to analyze the data. Results Individuals’ initial donation behaviors did not fluctuate along with the pandemic status, but the nudge effect of social information did. From outbreak stage to trough stage, the nudge power of positive social information significantly declined, but did not significantly change again at the resurgence stage. By contrast, the nudge power of negative social information did not significantly differ between outbreak and trough stage but did significantly increase at the resurgence stage. Social anxiety played a significant mediating role in the relationship between COVID-19 status and power of social information. Moreover, self-control moderated the direct effect of COVID-19 status on power of social information and the indirect effect via social anxiety. Conclusion Our findings enrich research on the nudge power variation of social information on individuals’ donation behaviors along with the pandemic status and its potential psychological influence factors. This study also helps guide organizations to better design and carry out social information nudge mechanism.