Research On Medical Crowdfunding Information Forwarding Behavior From The Perspective Of Human Relationship And Face

Since 2014,a large number of medical crowdfunding platforms based on social media have emerged in China's network space.Critical patients can raise a large amount of medical expenses through medical crowdfunding platform.To a large extent,the success of medical crowdfunding depends on the information sharing of the public on social media,which makes the medical crowdfunding project spread in a wide range of people as much as possible.With the popularity of wechat,medical crowdfunding in social media has become an increasingly noteworthy issue.At present,the research focuses on the influencing factors of donation behavior,among which forwarding behavior as one of the factors is widely studied,but which factors will affect the public to forward medical crowdfunding information is rarely involved.In order to understand the characteristics of users and the psychological differences behind their information forwarding,and grasp the law of crowdfunding information dissemination,this paper explains the law of medical crowdfunding information dissemination from the perspective of human relationship and face,reveals the operation of human feelings and face in the process of medical crowdfunding information dissemination,and finally hopes to give some inspiration to the investigation of other types of information sharing behavior.Based on the theory of sociology,this study uses questionnaire and in-depth interview to study the behavior of medical crowdfunding information forwarding on social platform.The first part is the introduction,which mainly explains the research background and significance.This part reviews the literature from three aspects: medical crowdfunding,information sharing behavior and "relationship" in Chinese context,and explains the research ideas,research methods and research innovation points.The second part analyzes the basic situation of medical crowdfunding information forwarding users,and discusses the behavior of medical crowdfunding information forwarding under the influence of human feeling and face from three aspects: the choice of forwarding path,the type of forwarding and the reasons for promoting or hindering forwarding.In the third part,with the help of Guangguo Huang's theory of human relationship and face in sociology,the author discusses the mechanism of human relationship in crowdfunding information forwarding from three aspects: relationship type,relationship trust and relationship intensity.First of all,the intensity of relationship influences people's attention,trust and diffusion of information;second,the relationship trust and the interpretation of information authenticity are affected by the common effect of blood and geography,and the repeated appearance of information in the relationship network will also affect people's judgment of information authenticity;finally,people will have different psychological states when facing three different types of relationship.The fourth part discusses the function mechanism of face in medical crowdfunding information communication from two aspects: face exchange and image finishing.Among them,individual's cognition of social value orientation and cultural orientation will affect their operation of face and their behavior resulting from the maintenance of social relations;impression decoration is a process of personal idealization.In the fifth part,the paper analyzes the negative impact of human feelings and face on the dissemination of medical crowdfunding information.First of all,acquaintance relationship communication will enhance the influence of false information.Second,relationship communication will limit the diffusion intensity and participation sustainability of medical crowdfunding projects.Finally,perceived negative evaluation will also hinder the dissemination of crowdfunding information.From the perspective of human relationship and face in Chinese context,this study aims to reveal the operation of human relationship and face in medical crowdfunding information sharing.The purpose of this paper is to provide reference for the investigation of other types of sharing behavior by analyzing the propagation law of medical crowdfunding under the influence of human relationship and face.