Study On Participation Intention And Influencing Factors Of College Students’ Internet Public Welfare Project

Under the background of the rapid development of the Internet,the rise of Internet technology has made the development of public welfare reform and innovation.Individuals can use Internet technology,especially mobile Internet technology,to donate online or click forward to participate in Internet public welfare projects.However,the development speed of Internet public welfare is far from catching up with the update iteration of Internet technology,and the development of Internet public welfare is accompanied by many problems.It is urgent to guide people to actively participate in Internet public welfare projects and explore the feasible path for the future sustainable development of Internet public welfare undertakings.Under the guidance of motivation theory,rational behavior theory and system theory,this paper decided to take the college students of Guangxi University of Guangxi Zhuang Autonomous region as the research object,and constructed a research model based on demographic characteristics,quality of public welfare projects,attitude towards Internet public welfare projects and platforms,identity of project sponsors,characteristics of recipients and emotional utility of projects.First,the semi-structured interview method was used to preinvestigate the research object,and the research hypothesis was revised according to the interview content.Then,the questionnaire was designed and distributed,recovered and sorted out.The questionnaire method was used to investigate and study the selected samples.A total of 659 questionnaires and 613 valid questionnaires were recovered.To the recovered data,the SPSSAU online data statistical analysis platform is used for data analysis.first,the descriptive statistics of the sample situation are carried out.secondly,the cross analysis of the fixed class variables and the pearson correlation analysis of the quantitative variables are carried out.finally,the structural equation model(SEM)test is used to test the multivariate assumptions of the influencing factors model.The conclusion of this paper is as follows :(1)the content quality and public attitude of the project have a significant positive effect on the willingness to participate,and trust plays an intermediary role;(2)the emotional utility of the public welfare project has a significant positive effect on the willingness to participate,and empathy plays an intermediary role;(3)the characteristics of the recipient have a weak positive effect on the willingness to participate;(4)the identity,trust,empathy and charitable atmosphere of the initiator have a significant positive impact on the willingness to participate.Finally,according to the conclusion of empirical research,the following suggestions are put forward to promote the development of Internet public welfare: first,to improve the quality of Internet public welfare projects and build mutual trust between donors;second,to establish a new concept of Internet public welfare and correct students’ public welfare attitude;third,to enhance the awareness of Internet charity and improve students’ empathy;fourth,to create a good environment for Internet public welfare and form a strong charitable atmosphere.The research results of this paper have a good reference significance for the publishers of Internet public welfare publishing platforms and projects to enhance the trust and empathy level of college students and other groups,and all walks of life to create a good charitable environment and atmosphere.