| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 108 === In recent years, negative news events caused by the lack of individual helpers have often been seen, revealing social problems caused by insufficient prosocial motivation. Past researches have shown that individual prosocial behavior is inextricably linked to past experiences, personality traits, and the surrounding environment. This study explores the effects of childhood memory, narcissism and leader influential tactics on individual prosocial behaviors from an integrated perspective, and analyzes the moderation effect of the number of bystanders. Among the main research variables, the PANAS sentiment scale, NPI-16 scale and IBQ impact behavior scale were used to measure childhood memory emotions, narcissism and leader influential tactics. The two types of prosocial behaviors were measured by deep and surface prosocial behavior scale. The regression analysis result from a total of 416 questionnaires collected from both sides of the strait shows that: (1) positive emotional childhood memory and soft leader influential tactics have a positive impact on the individual's deep prosocial behavior, but narcissism has a negative impact on deep prosocial behavior of the individual; (2) negative emotional childhood memory, narcissism and neutral leader influential tactics have a positive impact on the individual's surface prosocial behavior; (3) the number of bystanders moderates the relationship between positive emotional childhood memory and deep prosocial behavior negatively while having a positive moderation effect on the relationship between the neutral leader influential tactics and the surface prosocial behavior. Finally, based on the research findings, the theoretical and practical implications are discussed.
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