Research On The Audience Of 'Ant Forest' Micro-public Welfare Communication

Ali-pay launched the Internet Micro Public Welfare Project 'Ant Forest' to combine mobile payment and environmental protection in the form of mobile games.Since the onset of the online,it has rapidly accumulated a large number of users,and accumulated more than ten million trees under the line,becoming an emerging phenomenon level of Internet public products.'Ant Forest' has the commonality of the Internet micro-public charity and has its own development personality.In the process of integrating properties such as public welfare,games,social networking,and payment,it has created advantages such as convenience,novelty and high participation,but with the number of users and the number of trees planted.The increase also exposes the deficiencies in the online game design,information disclosure,and offline implementation feedback of the 'Ant Forest',which warrants in-depth analysis and consideration.In this paper,through an online survey of 'Ant Forest' audiences,combined with in-depth interviews,we conducted research on the basic usage of the audience,audience characteristics,product evaluation and explored the audience for the 'Ant Forest' game entertainment,interactive social networking.Participate in functional needs such as leading public welfare undertakings and obtain emotional needs such as sense of achievement and recognition.Analyze the multiple identities of the audience as consumers,charity team members,and supervisors in this type of public service dissemination,consider the distribution of different identity attributes,and the performance of the audience,and try to grasp the audience's identity and meet the needs of the audience.The beneficial enlightenment of the development of the contemporary Internet public welfare has broadened the ideas for the development of Internet public welfare,and has certain practical significance and value.