“互联网+”背景下本科生“Free公益”参与现状及心理

The Participation Status and Psychology of “Free Public Welfare” of the Undergraduates under the Background of “Internet+”

摘要: 近两年，蚂蚁森林/庄园这类新型“互联网+”公益模式非常流行。它们最大的特点是“免费”与“自由”，因此本调研将其命名为“Free公益”。目的：目前对“Free公益”的研究集中在模式初探、问题分析、公益营销，很少涉及心理层面，因此本调研想将其扩充到心理层面，并为其未来发展提供可行建议。方法：以华南师范大学本科生为调查样本，以蚂蚁森林/蚂蚁庄园为典型案例，通过问卷与访谈法，探究本科生“Free公益”参与现状及背后的心理。结果：1) “Free公益”对本科生具有吸引力是因为它抓住了本科生的好胜心、攀比心、“沉没成本效应”等，还能让其感受到自身对社会的价值。2) 在本科生对“Free公益”的发展做出一系列贡献的同时，“Free公益”也潜移默化地促进了本科生的公益意识。最后，根据调查结果，我们对“Free公益”的未来发展提出了翔实可行的建议。

Abstract: In the last two years, the new “Internet+” public welfare model of Ant Forest/Manor is very popular. Their biggest characteristic is “free of charge” and “free”. Therefore, this research named it “Free Public Welfare”. Objective: At present, researches on “Free Public Welfare” focus on mode exploration, problem analysis and public welfare marketing, but rarely involves the psychological level. Therefore, this research wants to expand it to the psychological level and provide feasible suggestions for its future development. Methods: We take the undergraduates of South China Normal University as an investigation sample and Ant Forest/Manor as a typical case to explore the status of undergraduates’ participation in “Free Public Welfare” and the psychology behind them through questionnaire and interview. Results: 1) “Free Public Welfare” is attractive to un-dergraduates because it grasps the students’ heart of success, climbing, “being held up” and so on, and can also make them feel their own value of society. 2) While the undergraduates have made a lot of contributions to the development of “Free Public Welfare”, the “Free Public Welfare” has also imperceptibly promoted the public consciousness of the undergraduates. Finally, according to the survey results, we put forward practical suggestions for the future development of “Free Public Welfare”.