The Influence Of Credit For Prosocial In Weibo

The Internet has become widely available to everyone in Mainland China, and plays an indispensable part in our daily life. In the age of web2.0,Weibo is well-accepted as the information transmission platform, especially in the modern charity cause. Consequently, it is worth researching and finding out the donation mode in China depends on internet, which is much more important to the development of charity industry. This thesis aims to figure out the characteristic of the surface structure semantic messages in Weibo, and the impact to the donation behavior. The surface structure semantic messages in Weibo includes: the forward rate,the number of comments, identity authentication, the attitude of commentator and the disclosure of donation messages, trying to find out whether the trusty indicator can play an vital role or not.In this thesis, the researcher has reviewed research world-widely about Weibo, trusty and donation behavior, using the method of empirical analysis.In this thesis, the researcher has decided the surface structure semantic messages in Weibo into two category: the first one includes the forward rate,the number of comments and identity authentication; the second one includes the attitude of commentator. The target group is the student in university and the research conclusion are included as follows:(1) The forward rate and the number of comments,the publisher of Weibo with identity authentication will have a remarkable effect on the audiences’ donation behavior.(2) The attitude of commentator will have a remarkable effect on the audiences’ donation behavior.(3) The disclosure of donation messages will influence the audiences’ donation behavior.In conclusion, this research not only contribute to the theory of prosocial and weibo area, but also give guidance to set up an charity industry in weibo.