The Influence Of The Entertaining Design Of Network Fundraising Scheme On Individual Donation Behavior

With the advent of the new media era,online fundraising has developed rapidly,among which the entertaining network fundraising has become especially prominent.Corresponding to its influence is the endless controversy.On one hand,it stimulates the public's high enthusiasm for charity,on the other hand it may distort public concerns and deviate from the essence of charity.As the mainstream trend of future charity,entertaining network fundraising is closely related to social development and people's livelihood.Therefore,the influence of entertainment online fundraising on public donation behavior should be concerned.The study divides the types of entertaining design according to the research trends of entertainment and donation.Combines with PAD theory and explores the influence of entertaining design on individual donation through pleasure,arousal and domination.Finally,the moderating effect of moral identity is combined to analyze the essence of entertaining influence.The conclusions are following: 1)compared with the network fundraising scheme without entertaining design,the network fundraising scheme with entertaining design can promote individual donation better;2)emotion plays a mediating role in the influence of entertaining network donation on individual donation,and the influence mechanism of entertaining types is different;3)moral identity plays a moderating role in the influence of online entertaining fundraising on individual donation.The higher the moral identity,the smaller the impact of online entertaining design on individual donation behavior.According to the research conclusions,the study proposes that morality should be the mainstay,entertainment should be supplemented,dialectically treat entertainment and point out the direction of use of entertaining design.The innovation of the research is to pay attention to and study the emerging entertaining network fundraising,classify the entertaining design,and apply the PAD theory to the donation field.Filling the research gap of entertaining fundraising,and laying a certain foundation for the follow-up research.