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

Social cause value co-creation is an inevitable trend in the development of philanthropy, and the general individuals play an increasingly important role in this type of activities, while how to trigger their participations is crucial to the stability and sustainability of social cause value co-creation behavior. Taking the reality of "socialization" of Internet philanthropy in mobile interactive environment into consideration, following the research paradigm of "Stimulus-Organism-Response", this research systematically examines the formation mechanism and transformation process from the aspects of triggering mechanism, generation logic and internalization process for individuals' social cause value co-creation behaviors. First of all, behavioral event analysis method is employed to distinguish the categories of individual social cause value co-creation behavior, and determine their operationalization characterizations respectively. Further, the qualitative and quantitative methods are proposed to identify and verify the triggering mechanism for individual social cause value co-creation behavior, and then based on multiple networks with "donor-victim-cause", its connecting force, interaction effect and reconstruction path are unfolded with the combinatorial research methods. After that, this research applies the experimental approach to explore the internal transformation process between the different social cause value co-creation behaviors which have been analyzed above, and attempts to establish a systematic mobilization strategy for the public's engagements. This project can not only provide evidences for activating the leverage effect of social media in philanthropic mobilization, and enhancing the stability and sustainability of public participation, but also can contribute a lot to offering new insights for solving complex social issues that have mobile interaction characteristics and meet livelihood needs.

社会化公益价值共创是慈善事业发展的必然趋势，而普通大众是社会化公益价值共创行为的核心主体，故激发其参与行为成为关键。本项目立足于移动交互环境下互联网公益"社交化"现实，基于“刺激-机体-反应”研究主线，从触发机制、生成逻辑及内化过程等方面系统研究公众参与社会化公益价值共创行为的形成机制与转换过程。首先，采用行为事件分析法区分公众参与社会化公益价值共创行为类型，并对其操作化表征。其次，运用质性与量化方法识别并验证公众参与社会化公益价值共创行为的触发机制。进而，基于“捐赠者-受助者-公益事项”多重网络，揭示公众参与社会化公益价值共创行为的链接动力、互动效应及重构路径。然后，运用实验法探索不同社会化公益价值共创行为间的转换过程，并制定系统化的动员策略。本项目为激活社交媒体在慈善动员中的杠杆效应，增强公众参与的稳定性与持续性提供证据，为具有移动交互特征及满足民生需求的复杂社会问题求解提供新的思路。

本项目以移动交互技术带来的颠覆性变化为背景，采用了案例研究、扎根理论、实证研究、心理实验、社会计算、建模仿真等多种研究方法，深入诠释公众参与社会化公益价值共创行为的形成机制与转换过程。主要研究内容和重要结果包括：①在文献计量分析价值共创研究成果的基础上，明晰了社会化公益价值共创的概念意涵与内在逻辑，也揭示了社区志愿服务共同生产的过程机理。②依托动机理论，从个体利己与利他双重视角，实证揭示了在线公益平台用户围观式、表达式、行动式三类参与价值共创行为的内在机理；基于“个体-群体-环境”整合视角，挖掘了三类参与行为的驱动因素及组态路径；诠释了微公益特征、“项目—平台—参与者”框架、网络公益平台默认选项信息呈现方式等对用户参与行为的内在触发机制。③基于公益项目链接转发方式（私发VS群发VS圈发）、用户连接全过程（“公众连接平台”和“用户连接项目”两阶段）等视角分析了公众参与社会化公益价值共创行为的链接动力；从情感互动、社交网络、复杂网络视角，基于用户节点的连接属性和特征，深入研究了用户参与社会化公益价值共创行为的互动效应；从目标达成距离、受助者可识别程度等方面探讨了公众持续参与社会化公益价值共创行为的重构逻辑。④基于内化视角与角色理论，以“行为-认知-情感-行为”为主线，揭示了社会化公益价值共创中公众参与行为向公民行为转换的内化过程与边界条件。进而，针对网络舆情的外在社会影响、用户观点自然逆转的内在自我影响，模拟仿真解释其在行为转换中的动力作用。⑤基于“行为响应-激活策略”匹配结果，从多参与主体角度，形成了引导公众参与社会化公益价值共创行为的策略。针对社会化公益价值共创中危机事件可能导致的信任受损，提出了信任修复策略与治理方案。项目研究成果为激活慈善动员中社交媒体的杠杆效应、增强公众参与的稳定性与持续性提供理论依据和现实指导，具有显著的学术价值和充分的实践需求。