| In recent years,with the awakening of corporate and individual social responsibility awareness,major platforms have tried to establish a new concept of "creative + technology +public welfare",using the advantages of extensive Internet access to empower public welfare undertakings and encourage users to actively participate in public welfare.It has improved users’ willingness to actively participate in public welfare crowdfunding,and opened up new ideas for Internet public welfare.In this regard,research on how gamified public welfare can effectively stimulate users’ willingness to participate in public welfare crowdfunding,enhance the influence and guiding power of public welfare communication,and become a platform for all parties concerns.At present,Internet platforms such as Tencent,Net Ease,and Baidu have abundant experience in the practice of gamified public welfare crowdfunding,and have achieved good users’ participation.Based on the phenomenon of gamified public welfare crowdfunding,combined with the fact that there are few research results in this area,this research starts from the perspective of self-determination theory,takes public welfare game crowdfunding as the research object,and uses a questionnaire survey method to explore the influence of gamification elements on users’ participation in public welfare and formation path of crowdfunding willingness,as well as the interaction relationship between various variables.Through empirical research,this article found that gamification elements meet users’ basic psychological needs and motivations at different levels and to varying degrees,which in turn triggers users’ willingness to participate in public welfare game crowdfunding.Basic psychological needs and motivations play a significant intermediary role at different levels.Based on this,this paper believes that the future development of gamified public welfare crowdfunding needs to enhance the internal driving force of users and strengthen emotional connection;find another way to stimulate users’ flow experience in all directions;promote technological iteration and open up the last mile of users’ minds.Since the current research on gamified public welfare crowdfunding is still in its infancy,this article still has some shortcomings,and hopes to be supplemented and improved in the future. |
