| The emergence of social platforms has brought new forms of public welfare such as micro crowdfunding into people's lives and changed people's cognition of the traditional public welfare communication mechanism in the past.The popularity of WeChat helped further engaging micro public welfare crowdfunding in people's lives.At the end of 2016,a crowdfunding post named "Luo Yixiao,you give me a stop" was posted on the friend circle of WeChat.It raised 2.7 million Yuan in just two days.Although it was confirmed to be the hype of the third-party platform in the end,the power of WeChat in public crowdfunding was successfully demonstrated to the public.In the middle of 2017,the "one Yuan for painting"campaign to raise money for autistic children appeared again in the friend circle of WeChat.On that day,15 million Yuan was successfully raised from more than 5.8 million donators.At the same time,many other fundraising posts,such as "easy to raise","water","love to raise",started to show up in the friend circle of WeChat.Compared with the traditional public welfare,the crowdfunding project of micro public welfare relies on WeChat and other social networking platforms for communication.According to the six-dimensional theory,two people who don't know each other are,on average,separated by no more than six people.The emergence of social network platforms has further shortened the distance between two people.According to Facebook's research report "Three and a half degrees of separation" released on February 4,2016,the diameter of the network between two people has decreased to 3.57,meaning the average distance between any person and any stranger is 3.57 people.Compared with the traditional mode of communication,the social network platform spreads public information faster and covers a wider range.The crowdfunding project of micro public welfare relies on the strong relationship network of friend circle of WeChat to spread,and therefore,can have a greater influence.Moreover,because micro public welfare has small amount of donations per person,it can often lead to a "spark can start a prairie fire" trend.WeChat public crowdfunding,compared with traditional welfare fund raising,is particularly beneficial to society because it can raise large amounts of money in a short period of time,provide enough timely support for people seeking help and,in many cases,saving their lives.Therefore,understanding how to design and disseminate successful WeChat crowdfunding projects is crucial.More specifically,a systematic approach is needed to study the determinants of users' willingness to share in WeChat crowdfunding.Studying the public information dissemination mechanism of WeChat crowdfunding is important to improve the public interest of welfare fund raising.From the perspective of public information characteristics,this paper takes perceived information quality as a pre-variable,and divides the variable into four dimensions:information objectivity,information integrity,information reliability and information crowding.Based on rational behavior theory(TRA),this paper studies the influence of perceived information quality on users' attitudes and subjective norms.Meanwhile,psychological distance is used as an exploratory variable to explain people's different attitudes and willingness to share the same information.In this paper,the PLS-SEM second-order hierarchical structure model was constructed.The results suggest that perceived information quality would positively influence users' attitudes and subjective norms,and thus positively influence users' willingness to share.The results also suggest that psychological distance plays a mediating role between perceived information quality and users'attitudes.The closer the psychological distance between the user and the aided,the stronger the sharing attitude will be. |
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