| With the development of the times,the forms of public welfare donation are becoming more and more diversified.In addition to the traditional offline donation,online donation relying on Internet technology and social media has become another important way for people to participate in public welfare and charity activities.With the vigorous development of the Internet,the subject of public welfare donation has shifted from the government,enterprises and institutions to the broad masses of the people.At the same time,the promulgation of the charity law has promoted public welfare donation to a new height.Public welfare donation with the participation of the whole people is the general trend.In cyberspace,in addition to the donation behavior itself,individual participation in public welfare donation also involves the sharing and forwarding of project information.With the help of network media,more people can pay attention to individuals and groups in need of help.Simply forwarding and browsing can improve the popularity of public welfare projects and play a snowball role,so that more people can understand relevant information.This is also the special feature of online fund-raising,which encourages people to use social media to widely spread and attract more potential donors to participate,so as to achieve the effect of "one yuan can make waves,and small waves can also hit the shore".Relevant studies also show that the more donation information is forwarded,the higher the funds obtained by the project.This leads to a question: from a personal perspective,what kind of people,or people with what characteristics,are more keen on public welfare donation? From an institutional perspective,what kind of public welfare projects can better arouse people’s inner resonance,arouse people’s sense of identity,and then give generously?Taking a successful public welfare project such as "9.9 public welfare day" initiated by Tencent public welfare as a case,this paper studies the characteristics of people participating in this project,and explains why they choose to participate in such a public welfare project from the perspective of emotional mobilization mechanism;Analyze the group characteristics and situation of fundraisers to reveal why public welfare donation is possible.Under different incentive mechanisms,social situations and other factors,carry out relevant research on individual donation motivation and behavior,provide scientific suggestions for the operation and management of public welfare donation activities,and advocate more people to devote themselves to public welfare donation and contribute to the road of public welfare modernization in China. |
