Analysis of Online Medical Crowdfunding Based on the Operation of Chinese Nepotist Society — Case Study of Waterdrop Medical Crowdfunding Platform

Abstract

With the continuous development of Internet technology, traditional charities are gradually combining with the Internet, providing a convenient and efficient fundraising channel for individuals in urgent need of personal medical treatment for serious diseases. Some researchers have conducted relevant studies on the renqing operation on social media and online medical crowdfunding platforms respectively; however, there are still some gaps in the research on the renqing operation of online medical crowdfunding. Therefore, this study selected Waterdrop, an online medical crowdfunding platform that mainly relies on WeChat, a social media platform with strong ties, as a case study, exploring the influence of Chinese traditional nepotist society on the effect of online crowdfunding from three aspects: communication behavior, trust mechanism and crowdfunding content. The study found that while renqing operations helped online crowdfunding in terms of fundraising and forwarding, they also limited the further and wider diffusion of crowdfunding information to a certain extent, reflecting the limitations of relying on WeChat to spread the information. In addition, to improve the operational mechanism of online crowdfunding and its effect, it is necessary for the platform itself, social media, society, and other aspects to make efforts.