| Network altruistic behavior is a form of altruistic behavior in the network,which specifically refers to the behavior that individuals voluntarily make in the network,which is beneficial to others and has no obvious selfish motivation.Whether college students can make network altruistic behavior is affected by many factors,among which social support in the network environment,as a positive signal,affects network altruistic behavior.Online positive feedback is a positive evaluation of individuals when using social networks.In essence,it is also a kind of social support.Therefore,online positive feedback may affect network altruistic behavior.Therefore,this study will explore the relationship between online positive feedback and online altruistic behavior,and try to introduce two variables:perceived social support and self-esteem to test whether there is a chain intermediary role in the impact of online positive feedback on online altruistic behavior.This study took 394 college students as the research object,using “the Social Networking Website Positive Feedback Scale”、“Perceived Social Support Scale”、“Rosenberg Self-Esteem Scale “and “Internet Altruistic Behavior Scale” as the measurement tools,through descriptive statistical analysis,correlation analysis,regression analysis,mediation effect test and other procedures,to explore the relationship between online positive feedback and Internet altruistic behavior,and to understand the role of social support and self-esteem.The results are as follows:1.There are no significant differences in the origin,family structure,major and age of College Students’ online positive feedback,but there are significant differences in gender.Women obtain online positive feedback more frequently than men;2.There is no significant difference in students’ understanding of social support in the place of origin and age,but there are significant differences in gender,family structure and major.Among them,women’s perceived social support level is significantly higher than that of men,the perceived social support level of only children is significantly higher than that of non only children,and the perceived social support level of liberal arts students is significantly higher than that of science students;3.There are no significant differences in the subjects’ gender,family structure,major and age,but there are significant differences in the place of origin.The level of self-esteem of college students from urban areas is significantly higher than that of college students from rural areas;4.There are no significant differences in college students’ Internet altruistic behavior in the place of origin,family structure,major and age,but there are significant differences in gender.Women’s Internet altruistic behavior is significantly more than men’s;5.Online positive feedback,perceived social support,self-esteem and Internet altruistic behavior are significantly positively correlated.Regression analysis shows that online positive feedback,perceived social support and self-esteem can significantly and positively predict Internet altruistic behavior;6.Perceived social support plays a partial mediating role between online positive feedback and online altruistic behavior;7.Self esteem plays a partial mediating role between online positive feedback and online altruistic behavior;8.Perceived social support and self-esteem play a chain intermediary role between online positive feedback and online altruistic behavior. |
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