Experimental Design And Analysis Of Prosocial Behavior And Behavioral Economics In Donation

The Internet has broken the traditional time and space constraints of public welfare in the field of public welfare,making it easier for individuals to access public welfare information.With the gradual improvement of the online donation platform,online public welfare has also achieved rapid development.When people witness the loss of life caused by disasters or major events through Internet platforms,they also evoke the feelings of their compatriots hidden in their hearts,leading to a donation boom during the pandemic.However,there are also many shortcomings in Internet platforms,such as incidents such as the leakage of a large number of donor information,which has led to the phenomenon that people are more willing to donate acquaintances than to help network strangers when individuals encounter major diseases.Based on these two phenomena,this article uses behavioral economics experimental methods to explore the issue of college students’ donation intention on Internet donation platforms.Firstly,the theoretical framework,influencing factors and measurement tools of prosocial behavior are sorted out.The experimental scheme of the donation situation scale,altruistic personality scale,warm glow scale,empathy scale,and donation intention scale was specifically adopted.The multiple linear regression model,BP neural network model,Random forest regression model,and intermediary regression model were described,and the specific properties and practical implications of the four models were explored.And it serves as the theoretical basis for studying the donation intention of college students in different conditions in the Internet donation platform.Then,in the context of online donation,this article studied the weight ratio of various factors on college students’ donation intention in group disaster condition and individual misfortune condition,namely,the impact of various factors on college students’ donation intention in different conditions.(1)In the group disaster condition,multiple linear regression model,BP neural network model and Random forest model under strong and weak conditions were constructed,the prediction performance of the three models was compared and analyzed,and the weight of each factor in different conditions was calculated in the Random forest model with high precision,and the main influencing factors in the strong condition were warm glow and emotional empathy,accounting for 38.44% and 24.19% respectively.The main influencing factors in weak condition were warm glow and cognitive empathy,accounting for35.73% and 28.59%,respectively,indicating that the importance of each influencing factor in different disaster degree conditions was different,but the warm glow was the most important factor.At the same time,the mediating regression model of warm glow was constructed under two conditions.The research showed that altruism significantly positively affected donation intention under strong condition and weak condition.The warm glow is a partial mediator between altruistic personality and donation intention.(2)In the individual misfortune condition,the multiple linear regression model,BP neural network and Random forest model in the far and near conditions were constructed,and the prediction performance of the three models was also compared and analyzed,and the weight of each factor in different conditions was calculated in the Random forest model with high precision,and the results showed that the main influencing factors in the near condition were emotional empathy and warm glow,accounting for 31.42% and 28.15% respectively.The main influencing factors in the context of far relationships were cognitive empathy and altruistic personality,accounting for 34.54% and 25.17%,respectively,indicating that the importance of each influencing factor was different in different social distancing conditions.College students are a group full of passion for understanding society,with little understanding of society but a desire to understand it,with compassion for people in disaster or illness,and with weak economic strength.They are in a growing period of social awareness and understanding,and correctly guiding them to care about and help others’ prosocial behavior on the Internet is of great significance to the progress of social civilization.Exploring the weight ratio of altruistic personality,warm glow,and empathy to clarify the importance of each factor is helpful for a more scientific understanding of college students’ prosocial behavior,and it helps the online donation platform implement differentiated measures when carrying out donation work.