网络公益平台捐赠认可信息分享行为的影响因素和作用机制  

Research on the Influencing Factors and Generating Mechanism of Sharing Donation Recognition on Charity Platforms

作　　者：朱越[1] 许正良[1] 卢恒 Zhu Yue;Xu Zhengliang;Lu Heng(Business and Management School,Jilin University,Changchun,130012;School of Journalism and Communication,Shaanxi Normal University,Xi an,710119)

机构地区：[1]吉林大学商学与管理学院,长春130012 [2]陕西师范大学新闻与传播学院,西安710119

出　　处：《珞珈管理评论》2024年第6期57-74,共18页Luojia Management Review

摘　　要：快速聚集社会资本是推动网络公益平台高质量发展的关键。探究网络公益平台捐赠认可信息分享机制,可为更好地促进网络公益平台信息分享提供参考。应用扎根理论方法,以网络公益平台用户访谈内容为主、腾讯公益捐赠认可项目相关网络文本为辅,进行三级编码分析,对捐赠认可信息分享行为的影响因素进行探索性研究,并构建网络公益平台捐赠认可信息分享机制模型。研究结果表明,公益社交融合化激发用户产生使命感,公益行为符号化推动用户产生成就感,公益平台专业化支撑用户产生认同感,在这些感知下,用户选择进行捐赠认可信息分享,进而实现倡导公益理念、营造公益氛围、培育公益文化的目标。本文为丰富用户信息分享行为研究、引导用户信息分享行为、增强网络公益平台招募效果和推动网络公益平台良性发展做出了贡献。Rapidly aggregating social capital is crucial for promoting the high-quality development of charity platforms.This study explores the information sharing mechanism for donation recognition on charity platforms to provide insights for enhancing information sharing on these platforms.Utilizing the grounded theory approach,charity platforms user interview data served as the primary data source,and online materials related to Tencent s charity donation recognition project as supplementary,we investigate the influencing factors of donation recognition sharing behavior and construct a model of the mechanism of donation recognition sharing.The research findings indicate that the integration of charity and social media stimulates users sense of achievement.The symbolization of charity actions drives users sense of achievement.The platform s professionalism enhances users sense of identification.Under these perceptions,users share donation recognition,thereby advocating philanthropic ideals,fostering philanthropic atmosphere,and nurturing culture of philanthropy.This study contributes to enriching the body of research on users sharing behavior,provides guidance for shaping users sharing behavior,enhances the recruitment effectiveness of charity platforms,and promotes charity platforms development.

关 键 词：网络公益 信息分享 扎根理论 影响因素 作用机制 

分 类 号：C93[经济管理—管理学]