| Online prosocial behavior was defined as voluntary acts directed towards other people with no expectation of direct rewards. Online prosocial motivation scale was made in the research. Five factors were found through exploratory factor analysis. They are achievement, positive experience, responsibility, belonging and reciprocity motivations. Homogeneity test and confirmatory factor analysis were made to ensure the reliability and validity of the scale. Online prosocial behavior, online prosocial motivation, empathy, time cost evaluation and ability and resource evaluation were measured by Internet altruistic behavior scale, Interpersonal reactivity scale and self-made scale.The results revealed that:(1) Online prosocial motivation was a significant positive predictor of online prosocial behavior. Responsibility and reciprocity are dominant motivations of online prosocial behavior. Dominant motivations of four kinds of online prosocial behaviors were different.(2) The effect of empathy on online prosocial behavior was fully mediated by online prosocial motivation, the effect of ability and resource evaluation on online prosocial behavior was partially mediated by online prosocial motivation.(3) The relation between empathy and online prosocial motivation was moderated by ability and resource evaluation. Empathy had greater influence on online prosocial motivation of undergraduates who got lower scores on ability and resource evaluation. |
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