A Research On WeChat Medical Crowdfunding Information Forwarding Behavior

With the integration of the Internet and traditional industries,public welfare crowdfunding has begun to develop.Medical crowd-funding based on network provides a convenient way for the public to participate in public welfare."Water Drop Funding" and "Easy Funding",as a combination of public welfare and online media,let us see the epitome of medical crowdfunding under the background of new media.However,due to imperfect laws and regulations,imperfect platform supervision and other problems,Internet crowdfunding is also faced with many problems,such as the wanton spread of false public welfare crowdfunding information and frequent cases of fraudulent donations,which have caused great harm to public welfare undertakings.Based on the spread of middle shift the social cognitive theory of psychology and weak relationship theory,influence the forward and prevents people from medical raise information behavior research hypothesis,the hypothesis perceived risk and perceived benefits of individual cognition,environment,social environment and social relationships,and information quality and WeChat medical the forwarding behavior related to raise information.Then,empirical research was conducted to judge the hypothesis,and it was verified that perceived return was positively correlated with WeChat medical crowdfunding information forwarding behavior.The information quality was positively correlated with the forwarding behavior of WeChat medical crowdfunding;The social environment was positively correlated with the forwarding behavior of WeChat medical crowdfunding;Social relationship was positively correlated with WeChat medical crowdfunding forwarding behavior;Perceived risk was negatively correlated with WeChat medical crowdfunding forwarding behavior.Then,through questionnaire and interview,this paper analyzes the forwarding behavior of medical crowd-funding information on WeChat platform,further explores the factors influencing users' forwarding behavior of medical crowd-funding information,and finally puts forward the limitations and development enlightenment WeChat medical crowd-funding information communication,so as to better promote the effective communication of medical crowd-funding information.