Currently,directing traffic from social media platforms to internet public fundraising platforms is the pri-mary method for charity organizations to raise funds online and represents the most successful model among all internet public fundraising platforms.The flow of traffic from social media platforms is inseparable from the support of platform technological functionalities.Using the Technology Acceptance Model(TAM)as the theoretical framework,this study explores the impact of technological availability on social media platforms on the public's willingness to donate online.It also deeply investigates how the technological availability of platforms indirectly affects donation intentions by stimulating different types of motivation.The research finds that technological availability plays a significant role in enhancing the public's willingness to donate online,with motivation serving as a key mediating factor in this process.Further research reveals differences in the mediating effects of various motivational dimensions,among which intrinsic motivation within individuals has the greatest mediating effect.This paper contributes to a deeper understanding of the mechanism behind traffic direction from social media platforms to internet public fundraising platforms and has positive practical implications for promoting the development of internet charity.
关键词
技术可供性/数字化公益/技术接受模型/平台引流/社交媒体
Key words
technological availability/digital philanthropy/technology acceptance model/platform traffic direc-tion/social media
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