The Influence Of Information Of The Help Seekers On The Micro-charity Donation Behavior: The Mediating Effect Of Empathy

With the rapid development of Internet technology,our lives have undergone tremendous changes.Whether shopping,entertainment,or communication,teaching,we can use the Internet.Now,each of us has been inseparable from the Internet,and the development of the Internet has promoted the rapid development of the media.Micro-blog is one of the most representative.Charitable donations have changed our past for the inherent concept of public welfare with the help of the platform of micro-blog.This is the power of micro-charity.So far,the development of the platform of micro-charity has been comparatively mature,and it makes the concept of “everyone can participate in charity” go deep into people’s minds.Micro-charity donation behavior is a kind of helping behavior,so it is in the field of prosocial behavior.Therefore,this study was based on the model of prosocial behavior.This study focused on the effect of the information of help seekers on the micro-charity donation behavior and the influence of empathy.In order to better understand the mechanism,combined with the characteristics of micro-charity,this research mainly used the method of laboratory experiment.We conducted three experiments.The results show that:(1)The influence of different core information of the help seekers on micro-charity donation behavior was different.Girls under the circumstances of the teaching aid received the most amount of donations,and elderly men under the circumstances of medical assistance got the least amount of donations.The main effects of gender,age and situation were not significant,but there was significant effect of the interaction of the three variables.(2)In the influence of the core information of the help seekers on the micro-charity donation behavior,empathy played a role of complete mediation.(3)In the influence of the core information and attitude information of the help seekers on the micro-charity donation behavior,the main effect of core information of the help seekers was significant,but the main effect of attitude information of the help seekers was not significant,and the interaction of the two variables was not significant,either.But there is a tendency to get more help from attitude information.