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http://dx.doi.org/10.5392/JKCA.2020.20.08.513

A Study on the Interaction between Online Public Benefit Projects and Users: Alipay's ANT FOREST Focuses on Analysis  

Zhao, Xiaolong (상명대학교 일반대학원 디자인학과)
Lian, Zexu (상명대학교 일반대학원 환경조경학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.8, 2020 , pp. 513-521 More about this Journal
Abstract
Launched in August, 2016, the online public benefit project ANT FOREST has planted more than one hundred million trees in desertification areas and is currently continuing on with its activities. It is a fruit of online communications network development, and the public benefit project based on this puts more emphasis on the spirits of public interest rather than the investments of public services, unlike traditional public benefit activities. Hence the purpose of this study is to figure out the interaction between the users supporting the online public benefit and the public benefit progress online. The study was divided into 4 stages in order to find out the interaction, key factors for users to continue to support online public interest. First, preceeding studies on online public benefit will be reviewed to understand the characteristics of online public benefit. Second, determine the public benefit nature of ANT FOREST and investigate the project progress. Third, review the usage rate of ANT FOREST and categorize the properties of users. Fourth, interview was conducted to direct the interaction between the online public benefit project and the user. In conclusion, the online public benefit project completes the public benefit process through the user, the operator, and the supporter, the important factor connecting the energy connecting the process in cyber space and the public benefit activity in reality is the sense of participation, and the user continues the public benefit project through this sense of participation.
Keywords
Online Public Benefit; ANT FOREST; Environmental Protection; Sense of Participation; Interaction;
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