The Relationship Between Online Social Support And Online Altruistic Behavior Of College Students’:a Moderated Mediating Model

As an important behavior of the individual socialization process, altruistic behavior has been under the attention of the researchers. With the network popularization, the altruistic behavior has been extended to the network space. College students is the main force of the Internet age, at the same time, they are also in an important period of the outlook on life and values. Exploring the online altruistic behavior of college students will has an important role in the college of education and the development of college students. This article discussed how to improve college students’ online altruistic behavior from the perspective of the online social support, self-esteem and online interpersonal trust.This research adopted the online social support of university students questionnaire, Rosenberg self-esteem scale, web interpersonal trust questionnaire and the Internet Altruistic Behavior Scale of Undergraduates. The research object of the questionnaire was selected from full-time college students of three universities in Wuhan city. Combining the current situation and characteristics of college students’ online social support, self-esteem, online interpersonal trust and online altruistic behavior, this article discussed the relationship between the four, and constructed a moderated mediation model to investigate the mediation role of self-esteem and the moderation role of online interpersonal trust. The results showed that:(1) The level of college students’ online altruistic behavior was medium, and there were significant gender differences. Boys showed more altruistic behavior than girls in the network;(2) Online social support has a significant positive prediction function on online altruistic behavior;(3) Self-esteem significantly positively predicted online altruistic behavior, and played a partial mediating role between the online social support and online altruistic behavior;(4) The mediation of self-esteem was moderated by online interpersonal trust. For high online interpersonal trust level of the individual, self-esteem played a partial mediating role between the online social support and online altruistic behavior; For low online interpersonal trust level of the individual, there was no significant mediating effect of self-esteem. Online social support effected online altruistic behavior directly.