With the rapid development of the Internet and mobile payments, medical crowdfunding is becoming more and more popular. However, the success rate of crowdfunding projects is low, and many patients are unable to raise the money they need to pay for their medical treatment in a timely manner, so how to increase user donation Willingness is a worthwhile research problem. In this paper, from the perspective of website interface design, we take project informativeness as the central route and social cues as the peripheral route to create a research model based on the Elaboration Likelihood Model (ELM). Around this model we explore how different website design factors on healthcare crowdfunding platforms affect users' perceived trust in the platform and project , which in turn influenced users' willingness to donate. Laboratory experiments were used to obtain data and the data were analyzed by SPSS24.0 and AMOS23.0 software. The results showed that the richer the project informativeness and the presence of social cues positively influenced potential donors' intention to donate,and cognitive trust has a mediating effect on the relationship between them. The results of this study are instructive for fundraisers to conduct efficient fundraising campaigns and for medical crowdfunding platform managers to better manage platforms.
Hu, Wenli; Zhang, Xing; Chen, Ziyu; and Wang, Xinyue, "Impact of Informativeness and Social Cues of Medical Crowdfunding Projects on Cognitive Trust and Willingness to Donate" (2020). WHICEB 2020 Proceedings. 68.