Research On The Impact Of User Interaction On The Continuous Willingness Of Users To Participate In Corporate Public Welfare Communication

With the development of corporate social responsibility and the diversification of Internet marketing methods,more and more companies conduct corporate public interest communication via the Internet,thereby more conveniently and quickly practicing social responsibility,maintaining sustainable development,improving user favorability,and attracting user attention.force.Therefore,how to attract more users to participate in the activities of corporate public welfare communication,maintain the users' continuous participation willingness,and increase the influence of corporate public welfare communication has become an issue that more and more enterprises need to think about.This article takes Ant Forest as an example,because Ant Forest has a more mature communication mode,a larger user group,and a higher degree of continuous user participation.This article uses case analysis and questionnaire survey methods to study the impact of Ant Forest user interaction on the user's willingness to participate continuously.This paper explores the impact of interpersonal interaction and humancomputer interaction on the user's willingness to participate continuously,and the relationship of interpersonal interaction and human-computer interaction with satisfaction,trust,and the willingness to participate continuously.Through empirical research,this paper shows that interpersonal interaction and human-computer interaction have a significant positive impact on the user's willingness to participate continuously,while human-computer interaction has a greater impact on the user's willingness to participate continuously.Satisfaction and trust not only directly affect the user's willingness to participate continuously,but also play an intermediary role in interpersonal interaction and human-computer interaction and willingness to participate continuously.Based on the results of empirical studies,this article puts forward suggestions for attracting users' willingness to participate continuously in corporate public welfare communication.