【作者简介】赵杰翔⛵️，朱健刚，熊婧如，南开大学尊龙凯时AG院、南开大学中国社区建设研究中心

【文章来源】《尊龙凯时AG研究》2024年第6期

【内容提要】本文以新兴的互联网月捐为研究对象，从礼物研究的视角分析月捐人与公益组织的互动关系。研究发现，公益组织通过清晰化👳🏻、社群化🧑🏽‍🎤、具象化策略建构组织与月捐人之间均衡的礼物关系🚴🏽；捐赠方、受赠方/施助方🥟、受助方共同组成互相关联的“互惠三角”，月捐人以自我、服务对象和行业为导向的三重视角进入礼物关系，实现三方的礼物循环。月捐中的“赠而有报”体现了公私平衡🧙🏿，该逻辑在当下有助于个体持续参与公共事业和实现社会团结🪬。

【关键词】互联网月捐☦️；捐赠🏄🏼‍♂️；关系；礼物；互惠三角

【项目基金】本文是国家社会科学基金重大项目“残疾人社会组织活力的社会机制研究”（21&ZD182）的阶段性成果。

【全文链接】https://shxyj.ajcass.com/Magazine/show/?id=97448

"Reciprocal Triangle" from the Perspective of Gift Relationship: A Study of Online Monthly Donation

Abstract: This article focuses on the emerging practice of online monthly donation and analyzes the interaction between donors and non-profit organizations from the perspective of gift theory. The study finds that non-profit organizations construct a balanced gift relationship with monthly donors through the strategies of clarification, community-building, and concretization. Donors, recipients/givers, and beneficiaries jointly form an interconnected "reciprocity triangle". Monthly donors get involved in the gift relationship and realize the circulation of gifts through self-focused, beneficiary-focused and industry-focused perspectives. "Giving with a return" in monthly donations reflects a balance between public and private interests. This logic encourages constant individual participation in public affairs and fosters social solidarity in the current context.