Research On Factors Affecting The Willingness Of Internet Public Welfare Platform Users

With the deepening of "Internet+",public welfare has entered the era of "all-people participation." "Internet+Public Welfare" is a public welfare crowdfunding model based on mobile terminals.Through the interaction between the network society and the real society,it promotes information for the public and practical crowdfunding activities.However,with the rapid development of the Internet public welfare platform,the emergence of some fraudulent donations has deeply affected the participation and enthusiasm of users for the Internet public welfare undertakings.Studying the influencing factors of the willingness of users on the Internet public welfare platform has important theoretical and practical significance for improving user participation and promoting the healthy and orderly development of Internet public welfare.The "Tencent Public Welfare" platform is the largest Internet public welfare platform in China.This paper will use this as an example to study the factors affecting the willingness of Internet public welfare platform users.The research is mainly based on the theory of planned behavior.Through the combing of related literatures at home and abroad,it is concluded that the tendency of sympathy also has an impact on the willingness to donate.The survey mainly used the questionnaire survey method and was distributed online using the questionnaire star platform.The questionnaire mainly includes respondents' background information,donation behavior,user donation willingness influence factor scale and user's platform preference test.The results of the pre-survey were used to modify and perfect the questionnaire,and the final questionnaire was formed to conduct a formal survey.A total of 802 valid questionnaires were collected.In the data analysis stage,descriptive statistical analysis is carried out on the platform user's donor behavior characteristics and user preference test.Then the factor analysis method is applied to explore the influencing factors affecting the platform user's willingness to donate;the binary logistic regression method is used to determine the platform user donation.The influencing factors of willingness and the extent to which factors are analyzed.The research results show that the "Tencent Public Welfare" platform is not very popular at present.The factors affecting the user's willingness to donate are user donation attitude,subjective norms,perceived behavior control and compassion tendency.The influence of user donation attitude and perceived behavior control is greater.In terms of donation attitude,on the one hand,it depends on the user's donation experience on the platform,and on the other hand,it depends on the user's own charity awareness.Perceived behavioral control depends mainly on the user's perception of the authenticity of the platform donation project and the transparency of the donation.Based on this,the proposal for the platform needs to enhance the propaganda and improve the authenticity of the donation project and increase the transparency of the donation.The research results show that the current fund-raising platform is not strong,and the factors affecting user satisfaction are mainly platform brand value,function value,service value and environmental value.The platform brand value has the greatest impact.Based on this,the proposed platform should enhance the propaganda and suggestions for improving the brand value,functional value,service value and environmental value of the platform.