The Impact Of Source Credibility And Cognitive Needs On Individual Micro-public Welfare Participation Decision-making

Under the background of the rapid development and popularization of the Internet and the decline of the credibility of traditional official charitable organizations,a new form of public welfare-micro-public welfare has emerged in the public’s field of vision.Micro public welfare has developed rapidly due to its diverse forms of participation,fast dissemination,and simple operating procedures.However,while its positive effects are spreading,some negative effects are gradually exposed.For example,the uncontrollable intention and credibility of sources,these negative effects restrict the development of micro-public welfare to a certain extent.At present,there is little systematic research in the academic circles based on the influence mechanism of micropublic welfare on the individual level.Based on this background,it is particularly important to study the micro-public welfare participation decision-making at the individual level from the perspective of source credibility.Combining micro-public welfare theory,decision theory,persuasion theory and the actual status of current micro-public welfare,this paper constructs a model about the impact of source credibility and cognitive needs on individual micro-public welfare participation decision making,and participation decision-making is reflected by the donation willingness and forwarding willingness.This study first classifies the types of information sources and judges their credibility.It is found that the sources of information can be mainly divided into acquaintances,network big V and strangers.And the confidence perception of the first two sources of information is significantly higher than the third source.Therefore,this paper selects acquaintances and network big V as representatives of high information source credibility,selects strangers as representatives of low information source credibility,and then conducts two sets of comparative experiments to verify the model and hypothesis of this study.The results of the two groups of comparative experiments found that:(1)the source credibility has a significant positive impact on individual micro-public welfare willingness to donate and forward.(2)Cognition needs have a significant negative impact on individual micro-public welfare donation willingness and forwarding willingness.(3)Source credibility and cognitive needs have significant interaction effects on individual micro-public welfare donation willingness and forwarding willingness.The specific performance is: for individuals with high cognitive needs,there is no significant difference in their willingness to donate and forward micro public welfare projects under high and low source credibility scenarios,but for individuals with low cognitive needs,in the context of high source credibility,their willingness to donate and forward micro public welfare projects is significantly higher than in low information source credibility scenarios.(4)Information credibility plays a mediating role in the influence of source credibility and cognitive needs on individual micropublic welfare donation willingness and forwarding willingness.Based on the above empirical results,this paper provides effective inspiration for management practice,and also provides suggestions for future research directions.