Research On Influencing Factors Of College Students' Participation In WeChat Public Welfare

Network media has emancipated the mind of the audience and brought our country into the era of public welfare.With the rapid rise of wechat,the number of people participating in public wefare is increasing.We Chat is closely combined with public welfare,which has changed the audience's public awareness,enriched the way of public participation,and innovated the participation behavior of public welfare.College students are a generation with social media growth,as a group with high quality in society,they have the basic conditions to participate in wechat public welfare activities.Relevant studies have found that good perception of public welfare is an important variable that affecting the motivation and behavior of donation.Therefore,from the angle of audience analysis,this research takes promoting participation of individual public welfare as a purpose,places welfare participants in the research center,to study individual participation behavior of charitable situation,explore the related factors that may affect college students wechat public behavior of participation.Firstly,using focus group discussion and open-ended questionnaire research methods,this article is based on the research strategy of literature research,qualitative exploration and quantitative inspection to discern two influence dimensions,wechat public welfare matters perception and good atmosphere perception,and define the three imensions influence factors of college students wechat public welfare participation behavior,whic is wechat public welfare features,personal behavior motivation and external environment.We Chat public welfare features include participatory,content appeal,innovativeness and credibility.Personal behavior motivation include compassion for others,gain recognition,social interaction and citizenship.External environment include social atmosphere and good atmosphere.Secondly,the thesis set university students' s participation behavior of public welfare in wechat public communication situation as the research object,using the method of questionnaire survey to collect the results of the study..Final study found that wechat public welfare features,personal behavior motivation and external environment both have a positive influence on college students' s public participation behavior,but there are mang differences on browsing behavior and contribution behavior.Among them,participability,content appeal and trustworthiness have positive influence on their public welfare browsing and contribution behavior,and innovation only has an impact on individual public welfare browsing behavior.Social interaction motivation has a positive contribution to browsing behavior and contribution behavior.The compassion for others and recognition motivation only affect individual's browsing behavior,civic responsibility motivation's effects are not significant both browsing behavior and contribution behavior.The public welfare atmosphere quality has an evident influence on college students' public welfare browsing behavior and contribution behavior,but the public welfare atmosphere strength only influences its public welfare browsing behavior.Finally,by analyzing the relationship between the characteristics of wechat public welfare and the motivation of individual behavior,it is further found that the wechat public welfare features has a significant positive influence on individual behavioral motivation.Content appeal stimulate public participant motivationt of sympathy for others,identification and their civic responsibility.Participatory and credibility help the public participant motivation of recognition and social interaction,in addition to participability also improves students' social motivation.This indicates that wechat public participation behavior of college students is complex,and the results are derived from the comprehensive effect of various influencing factors.Therefore,in wechat public policy,community organizers should be based on the difference of public welfare activities to formulate differentiated management policy,design targeted,planning,comprehensive public welfare marketing solutions,to influence the behavior motivation,stimulate participation enthusiasm of public,this will make public management of network more scientific of our country.