The Influence Of Moral Identity On Internet Altruistic Behavior

The altruistic behavior of college students is closely related to the level of moral development.Previous studies have shown that there is a significant positive correlation between the level of moral development and altruistic behavior.However,the Internet environment can’t be equated with the real environment.The Internet environment has its own characteristics,so the Internet altruistic behavior also has its special features.Internet altruism is an individual’s behavior that is beneficial to others in the network environment.The individual is completely voluntary and does not expect any return.University time is an important stage of life transition,as well as an important stage of individual moral development and value formation.Internet altruistic behavior is one of the important indicators to measure the level of moral development of college students.Therefore,guiding college students to correct and positive Internet behavior is an important content of college students’ moral education.Through the review of previous studies,it is found that moral identity is closely related to moral elevation,and both of them are associated with altruistic behaviors on the Internet,but few studies have explored the internal mechanism of the three.In addition,Internet self-efficacy can also affect individuals’ Internet behaviors,but few studies have explored the relationship between them.In view of the shortcomings of previous studies,this study adopted the Moral Identity Scale,Moral Elevation Scale,Internet Self-efficacy Scale and Internet Altruistic Behavior Scale to deeply explore and analyze the relationship between moral identity,moral elevation,Internet self-efficacy and Internet altruistic behavior among 1089 college students in some universities in Sichuan Province.The main research conclusions are as follows:(1)College students’ moral identity,moral elevation,Internet self-efficacy and Internet altruistic behavior are at an above average level.(2)There are no significant differences in college students’ moral identity and its dimensions,moral elevation and its dimensions,Internet self-efficacy and its dimensions,Internet altruistic behavior and its dimensions in terms of gender,student origin and grade.(3)Moral identity can directly and positively predict Internet altruistic behavior,and it can also indirectly predict Internet altruistic behavior through the mediating effect of moral elevation.Moral elevation plays a partial mediating role between moral identity and Internet altruism.(4)Internet self-efficacy plays a moderating role in the relationship between moral elevation and Internet altruistic behavior.The conclusions of this paper show that moral identity and sense of moral elevation have significant predictive effects on college students’ Internet altruistic behavior,and Internet self-efficacy can effectively regulate the mediating effect of moral elevation.Therefore,it is feasible to promote the development of college students’ Internet altruistic behavior by improving their level of moral identity,moral elevation and Internet self-efficacy.