PACIS 2021 Proceedings

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Online donation is a way for users to browse projects on a website and make donations through electronic payment. Previous studies have focused on the impact of various external factors on donation performance, while few studies have paid attention to the role of information interaction in influencing user intentions. Uniting the signaling theory and elaboration likelihood model, we studied the information and personal factors that influence users' donation intention and tested the moderating effect of personal factors. The results show that the quality of platform execution, the positive emotional narrative, helper’s high and personal engagement have a significant positive impact on users’ intention to donate; at the same time, personal factors also reveal varying degrees of moderating effects. This paper makes up for the shortcomings of relevant empirical research and provides decision-making suggestions for platforms and users, which may increase the intention of the entire user group to donate.



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