Research On User Forwarding Behavior Of "Medical Crowdfunding" Information Of WeChat Platform

Since 2014,China's Internet space has emerged with a large number of social-based medical assistance crowdfunding platforms,such as easy financing,water droplet financing,love and so on.Most medical crowdfunding platforms will first register the public number on WeChat,the project sponsors through the project application to forward the rescue information to their own social platform,relying on the sharing of acquaintance relations and two retweets,to achieve the effective diffusion of information,medical crowdfunding information came into being.But in recent years,with the rapid development of social media and the rapid expansion of low-threshold crowdfunding platforms,more and more fraudulent events are beginning to appear in the public eye,while the proliferation of homogenization of information on social media and the emotional burden of the human chain have led people to become tired of the maintenance of social relationships,People's information-sharing behavior is also affected by a variety of risks.Understanding the characteristics of user attributes,grasping the law of information dissemination,and gaining insight into the psychological differences behind the user's forwarding behavior are of great practical significance to effectively avoid the risk of information dissemination.Combining the subject knowledge of sociology,behavior,psychology and so on,this paper makes an empirical study on the forwarding behavior of WeChat platform users by means of literature survey method,questionnaire survey method,statistical analysis method and empirical analysis method,and uses spss19.0 software to analyze the reliability of the recovered data,descriptive statistical analysis and correlation analysis,it is found that the user has a high degree of recognition for the whole scale,and there is a correlation between the user characteristics of the independent variable,the information feature and the perceived risk factor and the intermediary variable transfer engine.Through the results of data analysis and combined with the previous research,the author summarizes the characteristics of the user's attributes,the user's gender,age,knowledge level,personality characteristics,the degree of dependence on the social platform and the sharing habits are different,and the behavior chara-cterization is also very varied.Secondly,this paper combs the behavior law and characteristics of the user forwarding the medical crowdfunding information,and the user's forwarding path mainly includes point-to-point propagation,group propagation and sharing to the circle of friends,and the forwarding types include active sharing,two sharing and inductive sharing,Different forwarding paths and forwarding types reflect the psychological changes of users behind the behavior of forwarding medical crowdfunding information.From the point of view of social capital and social exchange theory,this paper holds that the user's switching engine involves three dimensions of individual factors,interpersonal factors and cultural factors,among which altruistic motivation becomes the main motivation to induce users to forward medical crowdfunding information.Finally,through the summary of the forwarding factors affecting users,so as to put forward some risk aversion strategies,for the effective dissemination of medical crowdfunding information to provide a development direction.