社交媒体与网络公益众筹研究——基于微博微信两类网络公益众筹平台的研究

Social Platform and Internet Public Funding Research

互联网公益众筹的筹款能力是社会各界关注的一个重要议题,使用网络爬虫软件Python对新浪微博微公益平台和轻松筹微信平台上公益众筹项目的相关数据进行提取,并从项目本身和传播平台两个方面入手,对两类社交平台公益众筹项目筹款率进行分析。结果显示,项目本身对两类社交平台的公益众筹项目均有影响,但对微信平台公益众筹项目的影响效应更大;传播平台对微博平台的公益众筹项目有显著影响,对微信平台上的公益众筹项目影响甚微。进一步研究表明,微信平台的公益众筹项目主要依靠现实生活的社会网络获得成功。

The fund-raising capability of Philanthropic Crowd-funding on the Internet is an important topic of concern from all walks of life. Using Python,the web crawler software,to extract the relevant data of Philanthropic Crowd-funding projects on the micro public welfare in micro-blog platform and on the Qing Song Chou in WeChat platform,Starting from the project itself and the communication platform,this paper analyses the fund-raising rate of public welfare projects of two kinds of social platforms. The results show that the project itself has an impact on the public welfare projects of both social platforms,but it has a greater impact on the public welfare projects of the Wechat platform. The communication platform has a significant impact on the public welfare projects on the micro-blog platform,and has little impact on the public welfare projects on the micro-message platform. Further research shows that the public welfare projects of Wechat platform mainly rely on the social network of real life to achieve success.