摘要：公开认可是慈善组织常用的一种对捐赠行为的刺激策略，在互联网慈善背景下，该策略获得更广泛应用。然而，本研究提出，公开认可策略并非适用于所有捐赠项目，对某些捐赠项目存在逆火效应，即对捐赠行为产生负面作用。为了理清公开认可的适用边界，本文从捐赠项目视角，提出项目紧急性会影响公开认可对捐赠行为的作用方向：针对紧急捐赠项目，承诺公开认可反而对捐赠行为产生负面作用。这是因为公开认可作为外部激励降低了潜在捐赠者的助人责任感。但是，如果紧急项目进展度低，公开认可能有效促进捐赠。本文从理论方面揭示了公开认可的作用复杂性，从实践方面对慈善组织有效运用这一策略提供了启示。

Abstract: Public recognition is a commonly used incentive strategy by charitable organizations to stimulate donation behavior, and it has gained even wider application in the context of internet-based charity.This study proposes that the public recognition strategy may have a backfire effect in certain scenarios, negatively impacting donation behavior.In order to gain deeper understanding of the boundary of public recognition, this paper addressess the issue from the perspective of donation projects, suggesting that the urgency of a project influences the direction of public recognition's effect on donation behavior: for urgent donation projects, promising public recognition may negatively affect donation behavior.This is because public recognition diminishes potential donors' inherent sense of responsibility to help.However, if an urgent project clearly indicates the extent of the recipient's need for donations, public recognition can effectively promote donations.This study theoretically reveals the complexity of public recognition's effects and provides practical insights for charitable organizations on how to effectively utilize this strategy.