Study On The Motivation Mechanism And Guiding Strategy Of Internet Altruism Behavior Of College Students

With the popularization of the Internet lifestyle in college students,the network has become a new position of moral education in colleges and universities,and the network behavior of college students has attracted extensive attention from researchers.However,at present,domestic scholars mainly study their negative behaviors in network situations,such as network dependence and network violence,and less research on their positive behaviors.Internet altruistic behavior as a kind of network moral behavior,also is the embodiment of the college students' Internet use behavior is concentrated positive one,it is to point to college students in the network environment,for the purpose of helping others,without obvious selfish motive voluntary behavior,is the important content of network moral education in colleges and universities.In recent years,college students are showed in many network social relief in the altruistic behavior,this will not only help their individual ideological cultivation,moral quality and social responsibility has increased,more can create civilization,friendly,harmonious network environment,and eliminate the bad influence of the current social moral indifference.Therefore,the research on the network altruistic behavior of college students not only makes up for the shortcomings of the existing research,but also has great practical significance.In this paper,in the perspective of psychological needs,to discuss the internal motivation of college students' Internet altruistic behavior,and then reveals its excitation mechanism,building the Internet altruistic behavior of college students,to guide model,and have been put forward for the behavior of cultivation,the following three strategies:to enhance the identity of altruistic behaviors of college students(increase behavioral cognition and improve social network environment);strengthen the self-efficacy of altruistic behaviors of college students(rational choice and the sense of accomplishment of behavior;increase positive feedback and cultivate the ability of network altruism;enriching the emotional experience of network altruistic behavior(emphasizing humanistic care and creating network helping situations).The results of this study mainly include :(1)the network altruistic behavior of college students is at a moderate level,and it is significantly influenced by variables such as gender,major,grade and student cadre.(2)the psychological demand satisfaction of college students is of moderate degree,and the influence of gender,student cadre and onlychild is significant;(3)there is a significant correlation between the psychological needs of college students and online altruistic behaviors,and the attribution demand has a predictive effect on the behavior.