How to Drive the “Forwarding†of Public Welfare Crowdfunding

Abstract

Public welfare crowdfunding has become an important supplement of China's medical security system. This paper summarizes those factors which drive the forwarding of new media information from the perspective of motivating the internal motivation of the communicators, and explore the factors that drive the forwarding of public welfare crowdfunding. Discovery-driven public welfare crowdfunding is mainly affected by two dimensions of information characteristics and user characteristics. For project publishers, the main focus is on the information characteristics of the project, which is the emotional content of information and the authenticity of information content perception.