社交媒体平台如何向互联网公开募捐平台引流——基于平台技术可供性的研究视角

Social Media Traffic to Internet Fundraising Platforms:A Perspective Based on Technological Availability

通过社交媒体平台向互联网公开募捐平台引流是目前慈善组织网络募捐最主要的途径,更是所有互联网公开募捐平台中运营最成功的模式。社交媒体平台引流离不开平台技术功能的支持。以技术接受模型(TAM)作为理论分析框架,探究社交媒体平台的技术可供性对公众互联网捐赠意愿产生的影响,深入分析平台技术可供性如何通过激发不同类型的动机从而有效影响公众捐赠意愿。研究发现:技术可供性在提高公众互联网捐赠意愿方面具有显著作用,其中动机在这一过程中起到了关键的中介作用。同时,不同维度的动机变量在中介作用上存在差异,其中个体内在动机发挥了最大的中介效应。研究有助于理解社交媒体平台向互联网公开募捐平台的引流机理,对促进互联网慈善发展具有重要意义。

Currently,directing traffic from social media platforms to internet public fundraising platforms is the pri⁃mary method for charity organizations to raise funds online and represents the most successful model among all internet public fundraising platforms.The flow of traffic from social media platforms is inseparable from the support of platform technological functionalities.Using the Technology Acceptance Model(TAM)as the theoretical framework,this study explores the impact of technological availability on social media platforms on the public’s willingness to donate online.It also deeply investigates how the technological availability of platforms indirectly affects donation intentions by stimulating different types of motivation.The research finds that technological availability plays a significant role in enhancing the public’s willingness to donate online,with motivation serving as a key mediating factor in this process.Further research reveals differences in the mediating effects of various motivational dimensions,among which intrinsic motivation within individuals has the greatest mediating effect.This paper contributes to a deeper understanding of the mechanism behind traffic direction from social media platforms to internet public fundraising platforms and has positive practical implications for promoting the development of internet charity.