| With the advent of the Web2.0 era,charitable crowdfunding based on social networks has begun to appear in the public eyes.Today,patients with severe illnesses who are unable to pay high medical expenses can seek help from community through the medical crowdfunding platform.The project sponsor submits an application for help to the platform,after approved,medical charity information can be forwarded to social platforms,It can realize the sharing and secondary forwarding of information through social relations,then call for donations and achieve the purpose of raising medical funds in short time.Forwarding plays a direct role in promoting the spread of charity information,the amount of donations for medical crowdfunding projects depends on the amount of information forwarded to a certain extent.Research shows that the more charitable information is forwarded,the higher fundraising rate.However,the current research on the influence mechanism of medical charity information forwarding behavior is insufficient,and relevant empirical studies are scare.Therefore,in order to analyze the factors driving user forwarding more clearly,we discuss the forwarding behavior of medical charity information in detail.It has an important meaning for promoting the sustainable dissemination of medical charity information and helping patients to raise medical funds quickly.This paper takes social network users as the research object,Based on the theory of persuasion communication,the antecedent factors of forwarding attitude are clarified from four aspects: information channel,information source,information receiver and information content.At the same time,the dual attitude theory is introduced to reveal the difference between explicit attitude and implicit attitude on forwarding behavior.This paper aims to discuss the following questions:(1)What are the antecedent factors that affect the forwarding explicit and implicit attitudes of social network users?(2)Do explicit attitude and implicit attitude have different mechanisms for medical charity information forwarding behavior?We select We Chat users as a sample,and collect data through a SC-IAT experiment and a questionnaire survey,then our research model is verified by using structural equation modeling method.Research shows that,social tie strength,source credibility and information quality influence the formation of explicit attitude,while only source credibility can influence implicit attitude.At the same time,implicit attitude and explicit attitude can jointly predict the forwarding behavior through different mechanisms.Explicit attitude can affects forwarding behavior through forwarding intention,while implicit attitude can directly predict forwarding behavior.This paper put the persuasive communication theory extends to the medical philanthropy field that has received more and more attention.It discusses the forming factors of explicit attitude and implicit attitude in detail,and reveals the different antecedents between the two types of attitudes.Secondly,this paper combines the forwarding behavior with the dual attitude theory,and considers the explicit and implicit attitudes of forwarding behavior at the same time,breaking the unicity of previous research on the forwarding behavior and extending the application boundary of the dual attitude theory.Finally,this paper provides practical guiding significance for medical crowdfunding platforms,help seekers,forwarders and social media,and it has important theoretical and practical significance for promoting the effective dissemination of medical charity information in social networks. |
