Motivation Of Public Welfare Support Behavior Of Star Fans

Fans,as a unique productive force,give birth to a rich and colorful subculture,which plays an important role in promoting the development of China’s entertainment culture industry.As one of the forms of support,fans’ public welfare support has been recognized by thumb up and the public for its positive behavior and good values conveyed.In the context of the COVID-19 epidemic,a number of celebrity fans spontaneously organized public welfare activities,such as donating medical equipment and living materials in the name of stars to front-line medical workers and other institutions and units,such public welfare activities are not unique,but also appear in the desert greening and school lunches and other public welfare projects.This study from the perspective of the audience,audience three kinds of structure are proposed according to Mc Guire Use and satisfaction theory and the theory of group norms,build the star fan community public welfare researchers who behavior motivation model fans within groups,research often participate in public welfare who powder group of social structure characteristics of the behavior characteristic Use of motivation and attitude,etc.The first chapter reviews the current situation of previous researches on fans’ public welfare support through literature review,and sorts out the relevant researches on fans’ culture and micro-public welfare to obtain the source and theoretical support for the questionnaire design of this study.On this basis,the research questions and hypotheses of this study are put forward,and the research model of this paper is constructedThe second chapter elaborates the design of the questionnaire and the process of data collection,including the design of the questionnaire,the sampling method of pre-test distribution and the process of questionnaire collection The research group of this paper mainly focused on Weibo hypertalk.Improbability convenience sampling was adopted to conduct pre-test of the questionnaire through expert method and group discussion method.Insufficient items in the questionnaire were modified in time toensure the reliability and validity of the questionnaire,and 401 questionnaires were finally collectedThe third chapter is the most important chapter in this study,by applying SPSS22.0 statistical analysis software to analyze the data and verify the hypothesis Specific include: reliability and validity of the questionnaire results of descriptive statistics analysis of variable correlation analysis and regression analysis to verify the hypotheses After the author to validate the results of the survey analysis concluded that cognitive demand entertainment demand information Social demand Self position requirements and group norms and behavior of the public who fans will have a positive correlation.The more fans’ information cognition needs,social communication needs,entertainment needs and self-status needs are satisfied,the higher the degree of fans’ willingness to public welfare assistance is.The higher the group norm identity of the followers,the higher their willingness to participate in public welfare assistance;The more times fans participate in public welfare support activities,the more they pay attention to social assistance newsThe fourth chapter is the conclusion of this study,which summarizes the above research results and puts forward some feasible suggestions.The author puts forward some suggestions from the perspective of media literacy and culture: the news media should strengthen the reporting and dissemination of public news to achieve the aggregation of information;Innovate the form of participation in public welfare projects,encourage fans to participate in public welfare assistance;Recognize the public welfare support behavior of thumb up fans to help teenagers shape positive energy values and realize self-worth;The cultural and entertainment industry will be driven by both internal reform and external expansion.At the same time,the author also analyzed the shortcomings,the model results have certain particularity,the research theory and method is not very mature,need to be further improved in the future.