| With the development of the Internet era,altruistic behavior has shifted from the real situation to the network situation.College students are the main force of network use.It is of great significance to pay attention to the characteristics of college students’ network altruistic behavior to build a good network environment.This study will explore the characteristics of college students’ online altruistic behavior using two methods,namely,variable-centered and individual-centered methods,and examine the relationship between public will and online altruistic behavior,as well as the role of online positive self-presentation and online positive feedback as mediators.This study will explore the characteristics of college students’ online altruistic behavior using the variable-centered and individual-centered methods,and at the same time,based on the individual-environment interaction model,to investigate the impact of public self-awareness on online altruistic behavior,as well as the role of online positive self-presentation and online positive feedback as mediators.Specifically,it mainly includes two studies: Study 1 explores the relationship between college students’ public awareness,online positive self-presentation,online positive feedback,and online altruistic behavior based on the variable-centered perspective,as well as the intermediary mechanism between online positive self-presentation and online positive feedback between public awareness and online altruistic behavior.The second study analyzes the potential profile of college students’ online altruistic behavior based on the individual-centered perspective,classifies them and discusses the impact of demographic variables on their potential categories,and examines the intermediary effect of online positive self-presentation and online positive feedback between the various profiles of public awareness and online altruistic behavior.The results of study 1 show that:(1)There are significant differences in college students’ sense of identity,online positive self presentation,online positive feedback,and online altruistic behavior in terms of gender,place of residence,and grade.(2)college students’ ego awareness,online positive self-presentation,online positive feedback and online altruistic behavior are significantly positively correlated,and ego awareness can significantly predict online altruistic behavior.(3)Online positive self presentation plays an intermediary role between public awareness and online altruistic behavior;Online positive feedback plays an intermediary role between public awareness and online altruism.(4)Online positive self presentation and online positive feedback play a chain intermediary role between public awareness and online altruistic behavior.The results of study 2 show that:(1)There are four potential categories of college students’ network altruistic behavior,including: low level network altruistic behavior group(14.5%),medium and low level network altruistic behavior group(38.4%),medium and high level network altruistic behavior group(38.7%),and high level network altruistic behavior group(8.4%).(2)Gender and grade have a significant impact on the distribution of network altruistic behavior profile categories.Compared with girls,boys’ network altruistic behavior is more divided into middle and high level network altruistic behavior groups;The network altruistic behavior of senior students is more divided into the middle and high level network altruistic behavior group,while the freshmen are more divided into the lower level network altruistic behavior group.(3)Online positive self presentation plays a mediating role between public awareness and potential categories of online altruistic behavior;Online positive feedback plays a mediating role between public awareness and potential categories of online altruistic behavior;Online positive self presentation and online positive feedback serve as a link between public awareness and potential categories of online altruistic behavior.Compared with the lower level of network altruistic behavior group,public awareness plays a predictive role in the low,middle and high level of network altruistic behavior group through online positive self-presentation and online positive feedback.To sum up,there are potential categories of online altruistic behaviors of college students,and the higher the public awareness of college students,the higher the level of online altruistic behaviors;In addition,public awareness will not only improve online altruistic behavior by increasing online positive self-presentation and online positive feedback separately,but also improve online altruistic behavior by increasing online positive self-presentation and online positive feedback in turn. |
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