文化脈絡中的「積功德行為」：以臺灣佛教慈濟功德會的參與者為例，兼論助人行為的跨文化研究="Merit-Accumulation" Behavior in Cultural Contexts: An Example from Participants in Taiwan's Buddhist Tzu-Chi Association, with Implications for Cross-Cultural Studies on Helping Behavior
Based upon data collected in the Buddhist Tzu-Chi Association in Taiwan, this study attempts to discover the various forms of merit-accumulation behavior in modern Taiwan. Simultaneously, based upon the findings, we also want to reflect on the basis for cross-cultural studies on helping behavior. In particular, we notice that, in the past, underlying cultural dimensions have often been ignored in studies on helping behavior. This kind of perspective, when applied to non-western cultures, has serious limitations. Through the analysis of three kinds of 'motive talk' for Tzu-Chi participants, this study tries to demonstrate how cultural norms play an important role in affecting people's cognition and behavior for helping, and howmerit-accumulation has specific meaning for a social actor in real social contexts.This study on 'merit-accumulation' not only helps to shed light on the patterns ofChinese charitable behavior, but also brings us a new perspective on cross-culturalstudy of helping behavior. A cross-cultural study on helping behavior must be basedupon an understanding of how actors in a social process construct their subjectmeanings in cultural contexts.
