使用与满足理论下用户对“互联网 + 公益”模式使用动机研究——以支付宝“蚂蚁森林”为例
Research on Users’ Motivation to Use“Internet + Public Welfare” Mode under the Theory of Uses and Gratifications—Taking Alipay “Ant Forest” as an Example

美国社会学家卡兹最早提出使用与满足的理论，该理论从受众心理动机和需求出发，解释了人们使用媒介获得满足的行为。伴随着社交媒介与互联网的快速发展，这种以公益为基础的绿色公益媒介出现并广泛使用。本文基于使用与满足理论，研究目前较为火爆的用户使用互联网公益媒介的行为，以最具有代表性的支付宝“蚂蚁森林”为研究对象，研究用户的使用动机及其满足的原因，并对未来此类公益传播提出相应思考。
American sociologist Katz first proposed the uses and gratifi-cations theory, which explains people’s use of media for satisfaction based on audience psychology, motivation, and needs. With the rapid development of social media and the Internet, green philan-thropic media based on public welfare has emerged and become widely used. This article uses the uses and gratifications theory to study the behavior of users who use Internet philanthropic media, focusing on the most representative Alipay “Ant Forest”, and explores users’ motivation and reasons for satisfaction, while providing corresponding reflections on future public welfare dissemination.