网络公益社会认同影响因素及产生机制研究

Research on the Influencing Factors and Generating Mechanism of Network Public Welfare's Social Identity

本文运用扎根理论质性研究方法,对网络公益社会认同的影响因素和产生机制进行了探索性研究,构建了网络公益社会认同的影响因素及产生机制的模型。研究确定了网络公益认知、网络公益参与动机、网络公益行为、公益环境、关系强度、个体差异性和公益参与激励七个主范畴,提出网络公益社会认同会经历从认知认同、动机认同到行为认同三个阶段,并受到公益环境、关系强度、个体差异性和公益参与激励四个主要因素的影响,最后从政策、公益组织、互联网平台和媒体、社会公众等角度提出了建议。

This paper explores the influencing factors and generating mechanism of network public welfare’s social identity by using the qualitative research method of grounded theory and constructs a model. Seven critical categories are confirmed including the cognition,motivation and behavior of network public welfare,the environment of public welfare,the strength of relationship,the individual difference and the incentive strategies. It is proposed that social identity of network public welfare includes three stages: cognition,motivation and behavior,and the generation process of social identity will be influenced by four main factors which are public welfare environment,strength of relationship,individual difference and incentive strategies. Based on the conclusions above,some proposals are given from the perspectives of policy,public welfare organizations,network platforms and media,the public and so on.