The Influence Of Social Distance, Interpersonal Trust And Perceived Risk On Altruistic Behavior Online

Altruistic behavior is a kind of prosocial behavior that an individual performs helping behavior out of his own will to help others and does not expect to get return from the one who asks for help.With the popularity of the Internet,altruistic behavior has been extended online.Through the implementation of appropriate social behavior in the network,the individual will adapt to the network environment,get along with others harmoniously,interact with others in the network better,provide help to others as much as possible,and pass on care and friendship to others.The individual can not only obtain satisfactory interpersonal relationship,but also further improve the physical and mental health of the individual.The research aimed to explore the relationship between social distance and online altruistic behavior,as well as the psychological mechanism.Two studies were conducted to examine the effect of mediating role of trust and moderating role of perceived risk of websites.The results show that:(1)social distance predicts network altruistic behavior negatively;(2)trust plays a mediating role between social distance and online altruistic behavior;(3)when the perceived risk of websites is high,the influence of trust on online altruistic behavior is more significant.