Research On The Attitude Of Micro-Public-spirited Activity On Alipay Platform

Since the mid-to-late 1990 s,our modern public welfare has gradually developed.With the advent of the Web2.0 era,a bottom-up micro-public welfare activity with a high participation of the whole people has gradually taken shape.The concept of micro-public welfare appeared in the public in 2010,first on the social media platform-Weibo and WeChat.In 2016,it launched its micro-public welfare project Ant Forest on the third-party mobile payment platform-Ant Financial.Then in 2017,a similar project ant manor was launched.Through text analysis,comparative analysis and questionnaire survey,this paper takes the micro-public welfare communication activities of Alipay platform as the research object,and accurately describes the process mechanism and relationship model of Alipay micro-public interest communication affecting users' public awareness,attitude and behavioral motivation.Bernard's theory of acculturation,Stephenson's game theory,and Goffman's theory of mimicry,detailing the micro and macro effects of Alipay's micro-publicity communication in pro-socialization,and promoting these effectsplaying a practical role,whichrelated to strategies and methods of operation.These include: the realization of the first layer of acculturation effect: the cognitive level of the micro-public interest of the micro-public welfare activities of Alipay platform,reflecting the cognition of the micro-philanthropy project and the cognition of the micro-public welfare project of Alipay platform-psychological logic,visual design and The life number disseminates content information.The realization of the second layer of acculturation effect: the user's micro-public welfare attitude level of Alipay platform micro-public welfare activities,reflecting the macro perspective of the ant forest as an example,the official life number promotes the positive correlation attitude of the information,and the microscopic perspective touches the platform activity.The cultural background attitude leads to the pastoral life of traditional farming civilization.The realization of the third layer of acculturation effect: the user micro-public welfare action motivation level of Alipay platform micro-public welfare activities,reflecting the experiential behavior motive of the micro-public welfare activities of the audience participating in the platform,respectively,the joy and pleasure of the micro-public welfare virtual harvest,the outside world Daily information presentation in the life circle,social conversation and selective convergence interaction based on the theory of communication games,consumption and ecological relationship transformation based on scene theory,habit cultivation in the construction of micro-public welfare scenes,immersion and interaction of gamification scenes Sexual aesthetic experience experiences real feelings;while shared behavioral motives reflect the different feelings of the daily presentation of the front and back scenes based on the theory of mimicry,and the four emotional manifestations of daily presentation.Finally,according to the current status and research problems of the micro-public welfare activities in the Alipay platform,specific suggestions and countermeasures are given.