在线公益平台情境下用户连接何以形成——基于过程视角的实证研究

How to Form User Connection in the Context of Online Public Welfare Platform—An Empirical Study from the Perspective of Process

在线公益平台情境下的用户连接行为对公益引流有着重要作用,让公益资源供需双方的接触、交互和匹配摆脱时空的限制。从过程视角来看,基于对深度访谈资料的扎根理论分析结果,结合刺激—机体—反应模型,构建了在线公益平台情境下用户连接行为形成的“用户连接平台”到“用户连接项目”二阶段模型,采用纵向追踪调查法收集数据,以结构方程验证了该模型。实证结果发现,潜在用户在公益氛围、口碑推荐、信息触达等社会影响因素的刺激下通过感知价值和情绪唤醒的双路径产生连接平台行为,一般用户在视觉吸引力、目标可实现、受益人线索等信息呈现因素的刺激下通过项目认同和共情唤起的双重中介作用于其连接项目行为。研究结论不但阐释了慈善公益领域用户连接形成的复杂过程及内在机制,还为促进用户连接、吸纳公益资源、培育互联互赢的公益生态提供启示。

The“Internet+public welfare”model has been a hit with the public since its emergence.People have been connecting with online public welfare platforms,public welfare projects and other users by logging in,clicking,following and browsing,which allows both the supply and demand of public welfare resources to be connected,interacted and matched without the constraints of time and space,and promotes the co-creation of public welfare values.However,the poor user connection has led to an awkward situation of“you can t find me,and I can t see you”in the relationship between charitable organizations and public welfare resource providers,which seriously hinders the development of public welfare undertakings and the promotion of common prosperity.Therefore,it is necessary to explore the formation mechanism of user connection behavior to solve the problem of diversion of public welfare platforms.The existing literature agrees on the positive role of user connection behavior and believes that the“dividend”of user connection is value co-creation,but the researches have mainly focused on the fields of business and information,and the results on the formation mechanism of user connection are relatively scarce.From the perspective of process,based on the results of grounded theory analysis of in-depth interviews and combined with the stimulus-organism-reaction model,this paper constructs a two-stage formation model of user connection behavior from“user connection platform”to“user connection project”in the context of online public welfare platform.The complex formation process and internal mechanism of online public welfare platform users connection behavior have been deconstructed by using the structural equation model and longitudinal tracking survey data.We found that the formation process of user connection behavior in the context of online public welfare is a two-stage process by driving mechanisms.That is to say,under the stimulation of social influence factors such as public welfare atmosphere,word-of-mouth recommendation,and information reach,potential users generate connected platform behaviors through the dual paths of perceived value and emotional arousal.Then,with the stimulation of information presentation factors,such as visual attraction,goal realizability,and beneficiary cues,general users generate connected project behaviors through the dual mediations of project identification and empathy arousal.Moreover,the“user connect platform”stage is the premise of“user connect project”.In addition,among the three factors of social influence,the influence degree of information reach is the strongest,word-of-mouth recommendation is the second,and public welfare atmosphere is the weakest.In the influence degree of the three factors of information presentation,the beneficiary clue is the largest,the goal achievable is the second,and the visual attraction is the weakest.This study expands on previous studies in three aspects:First,it clarifies the inner formation mechanism of user connection behavior in online public welfare context based on both individual cognition and emotion,bridging the lack of research on the formation mechanism of user connection behavior.Second,from the perspective of process,the whole psychological process of potential users from being stimulated to finally connecting to a project is completely explained,which complements the research of user connection behavior based on individual decision-making process.Third,the research on the user connection behavior extends from the fields of information and business to the field of charity and public welfare,enriching the research of public welfare participation behavior.This study identifies the factors that influence the formation of user-platform and user-project connection behavior,providing empirical evidence for online public welfare platforms to promote user connection behavior and for public welfare projects to absorb more resources,and helping multiple entities of online public welfare to jointly foster an interconnected,interactive and mutually winning public welfare ecology.