Research On New Media Users' Network Public Welfare Behavioral Intention And Its' Influencing Factors

New media is a fresh Public Welfare Movement expression with omni media technology seeks to spread public welfare information and to create awareness of public welfare.Along with the development of the network public platform,the popularization of mobile payment and convenience,the user through new media channels with instant access to public information,becomes a popular way to participate in charitable activities.Recent years,the types and numbers of public welfare projects are increasing,and the fields involved are expanding,which has attracted more and more social attention.Also,network public welfare spreads public welfare information with the help of public opinion leaders,optimizes the communication effect,affects users' self-efficacy,and establishes a new mode for users to actively participate in network public welfare behavior.It is therefore important to analyzes the relationship between users' network public welfare behavioral intention and its influencing factors,as this will help to improve the participation of users in the network public welfare and promote the development of public welfare.This study is based on Technology Acceptance Model(TAM),Value Acceptance Model(VAM)and the Value of Self-Efficacy Acceptance Model(SVAM)on the basis of related to the SVAM as a research model of this article,reference model for variable partition and the definition.This study combines the Theory of communication and social psychology,Use and Gratification,Opinion Leader,Social Cognition,with semi-structured interviews and a questionnaire survey.Through literature induction summarizes the influence factors of users' behavioral intention,through semi-structured interview method,a questionnaire survey research to understand new media users to network public acceptance and attitude,the basic information of public user network,clear research variables and assumptions,analyzing the changing relationship between independent variable and dependent variable,discusses the new media users' network public behavioral intention and its influencing factors.The research results show that new media users are showing a high degree of intention to participate in network public welfare and easy to accept.The gender,age,occupation type and monthly income level in the independent variables of the user's subject attributes are the influencing factors of the user's intentions of network public welfare behavior.Besides,the usefulness of network public welfare information,communication channels,personal experience,enjoyment along with cost,the usability of the network public welfare platform,risk as well as and the functional value and social value are also influencing factors of the users' network public welfare behavioral intention.This study verified based on the value of SVAM theory model,not only provides theoretical support for the green and healthy development of online public welfare,but also has a reference and guidance significance for future network public welfare communication,optimizes the effect of online public welfare communication.