A Study On The Factors Of Willingness To Participate In Internet Commonweal Activities Based On The Perspective Of Value Co-creation

The rapid development of the Internet and information technology has brought tremendous changes to all sectors of society.In the process of integration with the Internet,many traditional industries have made full use of advanced technologies such as big data and cloud computing to enable their industries to develop rapidly,and the commonweal field is no exception.Internet commonweal has undergone great changes in terms of participation methods,interaction methods,etc.Scholars have gradually developed research on Internet commonweal.However,they still remain in the analysis of differences from traditional commonweal,an empirical study of Internet commonweal is relatively lacking.At the same time,few scholars have introduced value co-creation theory into the research of Internet commonweal activities.A large part of the reason may be that the Internet commonweal is still in its infancy,and many theories need to be supplemented.It is obvious that the research on the Internet commonweal field based on the perspective of value co-creation is of great theoretical significance.The promotion of the development of commonweal undertakings is of great significance in promoting social harmony.Therefore,it is of practical significance to study the factors of the willingness to participate in the Internet commonweal activities and to promote the public participation in the Internet commonweal activities.This research first introduces the background of the Internet commonweal development and the evolution of the theory of value co-creation.Based on this background,it leads to the research problems and research methods and constructs the research framework of this research.According to the idea of the research framework,this study consults a large number of domestic and foreign literature,combs the differences between the Internet commonweal and the traditional commonweal,and compares and analyses the scholars' research on public participation in commonweal behavior,which lays the foundation for the selection of external factors in this study.Then,it summarizes the research achievements of scholars in the field of value co-creation which provides a theoretical basis for the selection of internal factors.Since there is little research on the value co-creation activities in the Internet commonweal field,this study attempts to use the classical DART model to analyze Internet commonweal activities in order to introduce the value co-creation theory into the Internet commonweal activities and build a bridge for the next step of research.After the completion of the theoretical work in the early stage,this study builds a model based on the S-O-R model and the theory of use and gratifications.According to the results of the literature review,two external factor variables are selected,which are accessibility and interpersonal interaction,and the internal factor variables are social relationship value,enjoyment value and personal achievement value.Based on these five variables,corresponding research hypotheses were put forward,and finally a model of the factors of the willingness to participate in Internet commonweal activities was constructed.Based on the relevant scholars' research and maturity scales,a survey questionnaire was designed according to the characteristics of Internet commonweal activities.The survey questionnaires were distributed online and offline,and 305 valid questionnaires were obtained after screening.Based on 305 sample data,this study mainly uses the idea of structural equation to validate and analyze the model.The research results of this study show that accessibility can have a significant positive effect on co-creating users' social relationships value and enjoyment value and has a positive impact on co-creating user's personal achievement value.Interpersonal interaction has a significant positive effect on co-creating users' social relationships value,enjoyment value and personal achievement value.Co-creating the users' social relationship value,enjoyment value and personal achievement value have a significant positive effect on the users' willingness to participate.Based on the research results,the study proposes two major achievable recommendations for continuing to make full use of the external features of Internet commonweal activities and satisfying users' needs for co-creating value.The contribution of this study is to introduce the value co-creation perspective into the Internet commonweal activities.Based on the theory of S-O-R and the theory of use and gratifications,this study constructs the model of the factors of the willingness to participate in Internet commonweal activities,and draws a valuable conclusion through the rigorous empirical analysis.Also,it puts forward some countermeasures based on the conclusions in order to realize the sustainable development of Internet commonweal.