Research On The Influence Of The Interaction Of Celebrities In The Network Public Welfare On The Will Of The Audience

The purpose of this paper is to research how the interactivity of celebrity participation in network public welfare affects the willingness of the audience and which interactive traits and factors can influence the audience's intention.This paper analyzes the current situation of the interaction of celebrity participation in public welfare activities,and carries out some pre-testing.At the same time,it uses the relevant theories and tools such as the research of source reliability,interactive research model and fine machining research model,Control,response state and personification as the three main interaction factors,in order to establish a research model to measure the above factors on the network of public donation will affect the impact of the source and the interaction of each factor regression analysis.It is concluded that the controllability in interaction has significant influence on the characteristics of the source((professionalism,credibility,attraction),but only has a positive effect on the willingness of donation in terms of credibility.Response status has a significant effect on the characteristics of the source(professionalism,credibility,attraction),but only has a positive effect on the willingness of donation only in terms of credibility.Finally,in the interaction of personification,Characteristics(professionalism,credibility,attraction)all have a significant impact,and will have a significant positive impact on donate willingness.