Research On The Participation Motivation Of Public Welfare Game Users

"Ant forest" and "Ant manor" are public welfare products launched by alipay client,which have attracted a large number of users since their launch.By the end of 2018,the "Ant forest" has planted over 55.52 million real trees.As an innovative practice of "public welfare + game","Ant forest" and "Ant manor" introduce game elements into the two "non-game scenarios" of low-carbon emission reduction publicity and public welfare donation,bringing a participatory game experience to users.This form of "planting trees" and "raising chickens" is similar to the design of nurturant games,and forms a close combination of online virtual games and offline real actions to attract users to take the initiative to participate in low-carbon emission reduction actions.In the "Ant manor" raising chickens harvest eggs,for the cause of public dedication to their own strength.In the process of the game,the players meet the needs of entertainment and relaxation and socialization in the game.At the level of public welfare,users experience the relationship between personal behaviors and lowcarbon emission reduction,and practice the concept of "everyone's public welfare" to promote the development of public welfare undertakings.Based on the analysis of the participation behavior and participation motivation of public benefit game users,this paper discusses the value and significance of the innovative practice of "public welfare+ game" to public welfare undertakings and enterprise brand marketing.Firstly,the development status and existing problems of "Internet +" public welfare are sorted out.At the same time,the existing researches on "Ant forest" and "Ant manor" are reviewed.The theoretical framework of this paper is based on the theory of "Use and Gratification Theory" and Motivation Theory.Secondly,it focuses on the introduction and analysis of the game mechanism of "Ant forest" and "Ant manor" and the public welfare marketing strategy reflected in them.Then,through questionnaire survey,interview and participatory observation,the characteristics of different types of participation behavior and deep motivation of public benefit game users are analyzed.Finally,the paper summarizes the inspiration and thinking brought by the public welfare game innovation to social enterprises and public welfare communication.First,to actively undertake corporate social responsibility and establish a good brand image is the key for an enterprise to continuously improve its brand influence.Secondly,only by grasping the needs of the users and respecting the dominant position of the users,can the public interest communication play a role in promoting the development of public welfare undertakings.Third,gamification of public welfare activities should also be moderate,and games should not be allowed to "kidnap" public welfare.