Paper Type
Complete
Paper Number
1483
Description
While charitable crowdfunding platforms become the crucial tool to advance public charity, the mechanism underlying donation behavior still remains unclear. A thorough review on crowdfunding literature informs us to make a comprehensive examination on the joint effects of donor, crowdfunding platform, and funding project characteristics. Borrowing from social expectation theory, this study further uncovers the mediating roles of social expectation in user donation on charitable crowdfunding platform. A survey on 200 respondents shows that donor characteristics (i.e., moral obligation, and social distance from the recipients), platform characteristics (i.e., platform credibility, and process transparency), and project characteristics (i.e., information richness, and emotional contagion) increase users' perceived social expectation. Further, both perceived empirical expectations and normative expectations enhance donate intention. The findings of this study not only enrich our understanding of user donation on charitable crowdfunding platform but also offer operational guidance for future fundraising projects.
Recommended Citation
Yang, Xiaoyu and Yang, Xueping, "Every Donation Has a Reason: Understanding Users' Intention on Crowdfunding Platforms" (2024). PACIS 2024 Proceedings. 15.
https://aisel.aisnet.org/pacis2024/track17_socmedia/track17_socmedia/15
Every Donation Has a Reason: Understanding Users' Intention on Crowdfunding Platforms
While charitable crowdfunding platforms become the crucial tool to advance public charity, the mechanism underlying donation behavior still remains unclear. A thorough review on crowdfunding literature informs us to make a comprehensive examination on the joint effects of donor, crowdfunding platform, and funding project characteristics. Borrowing from social expectation theory, this study further uncovers the mediating roles of social expectation in user donation on charitable crowdfunding platform. A survey on 200 respondents shows that donor characteristics (i.e., moral obligation, and social distance from the recipients), platform characteristics (i.e., platform credibility, and process transparency), and project characteristics (i.e., information richness, and emotional contagion) increase users' perceived social expectation. Further, both perceived empirical expectations and normative expectations enhance donate intention. The findings of this study not only enrich our understanding of user donation on charitable crowdfunding platform but also offer operational guidance for future fundraising projects.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.
Comments
Social