Abstract
This study empirically analyzes the major influencing factors that affect a potential consumer’s intention to participate in a public benefit crowdfunding, based on a model of extended goal-directed behavior (EMGB). To achieve the objective of this study, an online survey was conducted and the results of 428 respondents were analyzed using structural equation modeling. We observed that the level of related variables (attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, desire, self-identity, ethical obligation, and participation intention) was higher than the median (3.0). Moreover, subjective norm, perceived behavioral control, positive anticipated emotion, and ethical obligation had a significant effect on desire as a mediator. Lastly, desire and ethical obligation directly affected the participation intention. These results provide useful insights into the development of effective consumer education and policy.
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