The Ethic Of Strangers:Research On The Behavior Of Public Welfare Crowdfunding Participation

With the development of modern public welfare undertakings,the main body of public welfare,organizational structure,and behavioral concepts have changed.Traditional charities have gradually transitioned to modern public welfare that advocates the ethics of strangers.Since 2010,"free lunch","great love clean dust","save and rescue begging children" and other micro-public welfare activities based on Weibo platform have emerged.Social welfare forces have been greatly mobilized.Then,in a more standardized form,the public welfare platform represented by Sina Weibo Public Welfare brings together all participants in traditional public welfare activities in an orderly manner,and integrates the public welfare initiators.The two-way communication between the donors and the recipients has been achieved.In the new philanthropic way created by Micro-public welfare platform,what persuasion strategies are used by the help-seekers,and what factors influence the donors to judge and select the individuals they want to care about are the hopes of this study.In this study,Sina Weibo public welfare and WeChat public welfare crowdfunding projects are taken as the research objects,and data mining and content analysis are integrated to conduct retrospective research on completed projects.The research focuses on: 1)data-based information: target fund-raising amount,number of support,number of forwarders,etc.;2)text-based information: emotional persuasion strategy,rational logical persuasion strategy,information framework,etc.;3)Social ties: weak relationship of Weibo platform,strong relationship of WeChat platform for crowdfunding project.The research finds that: 1)the type of public welfare projects,the nature of sponsors and the age of donors have a significant impact on the success of fund-raising;the rate of environmental protection fund-raising is higher,while the rate of medical fund-raising is lower;the fund-raising rate and the forwarding effect of the mass-raising projects initiated by traditional charities are not as good as those initiated by celebrities and grassroots individuals;the celebrity effect shows a strong appeal to the public;2)The disclosure of numerical information such as target donation amount,number of people to be transferred,and number of support personnel has a significant impact on the fundraising effect,indicating that the herd effect is an important psychological cause in the microblogging platform's donation behavior;self-interest rather than altruism is the main public interest participation motivation;3)in the use of persuasion strategies of help-seeking texts,negative emotion strategy plays an important role in fundraising rate.However,influenced by online moral self-construction needs and traditional Confucian culture,positive emotion strategy and moral responsibility strategy play a role in the forwarding effect on Weibo platform;4)Social media platforms show great difference in crowdsourcing effect.The WeChat platform with strong relationship is better than the micro-blog platform for weak relationship.The acquaintance as a relationship bridge introduces the advantage of the weak relationship in extending the resource chain.Therefore,the WeChat crowdfunding platform has a distinct advantage in conforming to the donation network composed of strong relationship and weak relationship;In terms of persuasion strategies,microblog platforms prefer emotional strategies,while WeChat platforms prefer rational and logical strategies.Different involvement of potential donors in help-seeking information leads to different information processing paths.