Research On Design Patterns Of Internet Public Welfare Platform And Users' Behavior Based On Activity Theory

With the rapid development of people's life and economy,environmental pollution and health issues have become increasingly prominent.In recent years,severe problems such as haze,global warming,and pneumonia have emerged,which urgently requires social common participation.The popularity of mobile phones and social media have promoted the rise of Internet public welfare platform.Among many Internet public welfare platforms,Ant Forest,as a mature Internet public welfare platform,has significant achievement in environmental protection and public welfare publicity,which provides suggestions for how to build an Internet public welfare platform and the how to change users' behavior in public welfare.Therefore,following two problems will be solved through analyzing Ant Forest: Firstly,we try to explore design mode of Internet public welfare platform.Then,we will study how the Internet public welfare platform affects users' behavior in environmental protection and public welfare.In order to solve research problems above,firstly,the article conducts comprehensive literature review in activity theory,Internet public welfare,and user behavior research.Then,the Internet public welfare is regarded as a complex technical social system based on activity theory,and users are the subjects,the Internet public welfare design model will be analyzed.Next,based on the design model,the evaluation system of Internet public welfare platform is constructed under four dimensions including technology,society,public welfare and sustainability.And the evaluation indicators are analyzed in use of ISM(Interpreted Structural Model)method.Finally,to study impact of Internet public welfare platform on users' behavior,14 Ant Forest users are reviewed through qualitative interview and 410 questionnaires are received,users' behavior impact model is constructed based on the interview results.The model is used to test hypotheses by questionnaire research.Research shows that activity theory is an effective method for Internet public welfare analysis.In the process of indicator analysis,technical support type is the basic level,which has an impact on the upper level indicators,and indicators of the platform construction effects type belong to the top level,which shows that these are the most important indicators.Based on the perspective of activity theory,two most important factors in Internet public welfare that influence users' behavior change are Internet public welfare platform and community.The community factors include enjoyment,social value,and perceived social support,which play important role in impact on intention,behavior change in public welfare is influenced by behavior change in using platform gradually.This impact is also related to intention and self-efficacy in public welfare.Behavior change in public welfare will affect production enthusiasm and exchange enthusiasm,but behavior change in using platform only has a positive effect on exchange enthusiasm.The development of Internet public welfare platforms is conducive to the growth of public welfare and promotes public welfare awareness.Some research suggestions are put forward.Firstly,the technical support is the foundation of platform construction,which has an important impact on the user support and construction effects of the upper layers,so technology development can't be overlooked.Secondly,the Internet public welfare platform can be designed with entertainment factors,and emphasize user interaction in participation,so users in internet public welfare platform will think public welfare brings happy.Finally,behavior change in public welfare is a continuous process.The platform design can be integrated with public welfare knowledge,and the public welfare consciousness of users is gradually affected in use to achieve the purpose of behavior change.