摘要
平台时代诞生了一种创新的公益捐赠模式——"交易捐"。文章提出,交易捐模式的基本逻辑是:平台上的卖家自愿将在售商品加入捐赠计划,成交时平台按照卖家预先的设定,即时地从成交额中代扣相应款项并捐赠给公益项目。通过将捐赠植入平台的交易中,交易捐使原本处于第三次收入分配的公益项目在市场交易环节即时地获得准第一次收入分配。交易捐具有很强的生命力。一是其结构性特质可降低劝募成本,增加捐赠稳定性和广泛性,又因它暗合前景理论的参照点规则而改善了捐赠体验,使卖家乐于参与。二是它依托于平台的庞大流量和工具支持而得以规模化、自动化运行。文章认为,交易捐契合所有平台型商业模式,具有可复制性。这一模式的创新和扩散,有利于推动慈善公益事业发展,更好地发挥收入分配调节作用,而且具有重要的道德含义。
An innovative model of donation,donating during trading,has emerged in the era of platform.Alibaba's“goods for good”(Gongyi Baobei)is a typical case of this model.The basic process of donating during the trading model is that the sellers of e-commerce platform voluntarily join the philanthropic programs and pre-set the donating amount,then the platform operator deducts the corresponding amount from the transaction and donates it to philanthropic programs when the goods are sold.By imbedding donating behavior into the transaction of e-commerce platform,this model enables philanthropic sector to obtain the quasi first income distribution in the transaction.This structural feature reduces the cost of fundraising and increases the stability and universality of donating.The model has attracted millions of sellers to participate because it may make them feel much happier than donating after transactions according to the prospect theory of behavioral economics.Moreover,it can be operated in a large scale and automatically by the virtue of the huge traffic and tools support of e-commerce platform.The characteristics of happy to participate and easy to operate endow the model with strong vitality.The mechanism of donating during trading matches all platform business models,so it can be applied to platforms other than e-commerce.From a macro perspective,the innovation and its diffusion will facilitate the development of philanthropy and then contribute to improving income distribution.Moreover,it has profound implications for philanthropic education and moral construction in a broader sense.
作者
徐晓新
冯海洋
Xu Xiaoxin;Feng Haiyang(Beijing Normal University,Beijing)
出处
《经济社会体制比较》
CSSCI
北大核心
2021年第1期106-116,共11页
Comparative Economic & Social Systems
关键词
慈善
公益
捐赠
平台
Philanthropy
Charity
Donation
Platform
E-commerce
