Management Review

›› 2019, Vol. 31 ›› Issue (1): 268-278.

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Research on the Influencing Factors and Generating Mechanism of Network Public Welfare's Social Identity

Li Haiqin1,2, Zhang Hui1, Zhang Chenglong1   

  1. 1. School of Economics & Management, Hubei Engineering University, Xiaogan 432000;
    2. Hubei Small and Micro Enterprise Development Research Center, Xiaogan 432000
  • Received:2016-09-29 Online:2019-01-28 Published:2019-01-22

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Abstract:

This paper explores the influencing factors and generating mechanism of network public welfare's social identity by using the qualitative research method of grounded theory and constructs a model. Seven critical categories are confirmed including the cognition, motivation and behavior of network public welfare, the environment of public welfare, the strength of relationship, the individual difference and the incentive strategies. It is proposed that social identity of network public welfare includes three stages:cognition, motivation and behavior, and the generation process of social identity will be influenced by four main factors which are public welfare environment, strength of relationship, individual difference and incentive strategies. Based on the conclusions above, some proposals are given from the perspectives of policy, public welfare organizations, network platforms and media, the public and so on.

Key words: network public welfare, social identity, grounded theory, influencing factors, generating mechanism