在线公益平台情境下用户连接何以形成——基于过程视角的实证研究  

How to Form User Connection in the Context of Online Public Welfare Platform—An Empirical Study from the Perspective of Process

作　　者：侯俊东[1] 王敏 HOU Jundong;WANG Min

机构地区：[1]中国地质大学(武汉)经济管理学院

出　　处：《暨南学报（哲学社会科学版）》2023年第8期86-105,共20页Jinan Journal(Philosophy and Social Sciences)

基　　金：国家自然科学基金项目“公众参与社会化公益价值共创行为的形成机制及转换过程研究”(71874163);国家自然科学基金项目“社会公众集群捐赠行为涌现的动力机制及过程研究”(71572185);国家自然科学基金项目“平台视域下网络公益异化的生成逻辑、影响效果及生态治理策略”(72274185);福州市社会科学规划重大项目“社会组织参与乡村振兴建设研究”(2023FZA01)

摘　　要：在线公益平台情境下的用户连接行为对公益引流有着重要作用,让公益资源供需双方的接触、交互和匹配摆脱时空的限制。从过程视角来看,基于对深度访谈资料的扎根理论分析结果,结合刺激—机体—反应模型,构建了在线公益平台情境下用户连接行为形成的“用户连接平台”到“用户连接项目”二阶段模型,采用纵向追踪调查法收集数据,以结构方程验证了该模型。实证结果发现,潜在用户在公益氛围、口碑推荐、信息触达等社会影响因素的刺激下通过感知价值和情绪唤醒的双路径产生连接平台行为,一般用户在视觉吸引力、目标可实现、受益人线索等信息呈现因素的刺激下通过项目认同和共情唤起的双重中介作用于其连接项目行为。研究结论不但阐释了慈善公益领域用户连接形成的复杂过程及内在机制,还为促进用户连接、吸纳公益资源、培育互联互赢的公益生态提供启示。The“Internet+public welfare”model has been a hit with the public since its emergence.People have been connecting with online public welfare platforms,public welfare projects and other users by logging in,clicking,following and browsing,which allows both the supply and demand of public welfare resources to be connected,interacted and matched without the constraints of time and space,and promotes the co-creation of public welfare values.However,the poor user connection has led to an awkward situation of“you can t find me,and I can t see you”in the relationship between charitable organizations and public welfare resource providers,which seriously hinders the development of public welfare undertakings and the promotion of common prosperity.Therefore,it is necessary to explore the formation mechanism of user connection behavior to solve the problem of diversion of public welfare platforms.The existing literature agrees on the positive role of user connection behavior and believes that the“dividend”of user connection is value co-creation,but the researches have mainly focused on the fields of business and information,and the results on the formation mechanism of user connection are relatively scarce.From the perspective of process,based on the results of grounded theory analysis of in-depth interviews and combined with the stimulus-organism-reaction model,this paper constructs a two-stage formation model of user connection behavior from“user connection platform”to“user connection project”in the context of online public welfare platform.The complex formation process and internal mechanism of online public welfare platform users connection behavior have been deconstructed by using the structural equation model and longitudinal tracking survey data.We found that the formation process of user connection behavior in the context of online public welfare is a two-stage process by driving mechanisms.That is to say,under the stimulation of social influence factors such as public welfare atmosphere,word-of-mo

关 键 词：社会影响 感知价值 情绪唤醒 信息呈现 项目认同 共情唤起 

分 类 号：F713.55[经济管理—市场营销]