大学生对互联网公益项目的持续使用行为意向调查—以“蚂蚁森林”为例

College Students’ Behavioral Intentions of Continuous Use of Internet Public Welfare Projects—Take “Ant Forest” as an Example

摘要: 本研究以“蚂蚁森林”为例探讨大学生对互联网公益项目持续使用意向。采用以下三个量表：参与动机问卷、感知有用性与感知易用性问卷、持续使用行为意向问卷收集数据。结果表明：1) 大学生对互联网公益项目了解程度较高；2) 大学生对使用蚂蚁森林的整体体验满意度较高；3) 参与动机中的回馈性更能诱发持续使用行为意向；4) 感知易用性比感知有用性更能诱发持续使用行为意向；5) 逐步回归分析表明，参与动机对行为意向、感知有用性、感知易用性具有正向预测作用，存在两个以参与动机为自变量，行为意向为因变量，分别以感知有用性、感知易用性为中介变量的中介模型。最后，据调查结果，本调研小组为促进大学生参与“互联网+”公益项目实践，分别从大学生角度以及“互联网+”公益项目自身角度提出建议。

Abstract: This study uses “ant forest” as an example to explore the university students’ intention to continue using the Internet public welfare projects. The sample book covers 299 undergraduate college students from 25 universities across the country. The following three scales were used: the motivation questionnaire, perceived usefulness and perceived ease of use questionnaire, and continuous use behavior intention questionnaire to collect data. The results show that: 1) college students have a good understanding of Internet public welfare projects; 2) college students have a higher degree of satisfaction with the overall experience of using ant forests; 3) rewards in participation motivation can induce continuous use behavior intentions; 4) perceived ease of use is more likely to induce continuous use behavioral intentions than perceived usefulness; 5) stepwise regression analysis shows that participation motivation has a positive predictive effect on behavior intention, perceived usefulness, and perceived ease of use. There are two mediation models using participation motivation as independent variable, behavior intention as dependent variable, and respectively using perceived usefulness and perceived ease as mediator variable. Finally, according to the results of the survey, in order to promote the participation of college students in the “Internet +” public welfare project practice, the research team make their recommendations respectively from the perspective of college students and “Internet +” public welfare projects themselves.