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Abstract
Compared with traditional charities, donation-based crowdfunding has many novel characteristics. Among the variety of factors that influence potential donors before they develop a donation intention, which are the main ones influencing the intention to donate online? The purpose of this paper is to investigate the key potential determinants of both time and money donations. This study attempts to combine the theory of planned behavior and norm activation theory with social presence theory to conceptualize and develop an integration framework to measure the donation intention. The results of the structural equation modeling, based on 350 valid questionnaire responses received from November 19 to December 19, 2018, suggest that the dependent variable of time donations is significantly affected by social presence, trust, and perceived behavioral control. As for the dependent variable of money donations, only subjective norm has an insignificant effect. The study results offer practical guidelines about the unique aspects of donation to managers of crowdfunding platform and fundraisers.
Highlights
Individuals urgently need to understand how to adopt pro-socially and pro-environmental behaviors regarding the global concerns surrounding the issue of sustainable development [1]
The hypothesis about the effect of attitude toward intention to donate was found to be statistically significant by Bird et al [83] and Saha and Chandra [53]; it was not supported in our analysis
According to the open nature of the cyberspace, certain information can be instantly transmitted, and the explosive spread through the social network will come about quickly, which leads to a certain social impact
Summary
Individuals urgently need to understand how to adopt pro-socially and pro-environmental behaviors regarding the global concerns surrounding the issue of sustainable development [1]. Of late, crowdfunding has emerged as a valuable alternative source of funding for entrepreneurs seeking external financing [2]. It is different from traditional financing methods because it lets fundraisers present their projects on a platform. These platforms, which do not have the standard financial intermediaries, allow individuals to directly fund projects through the Internet, even if the amounts involved are relatively small. Visitors can browse through many projects when they log into the homepage of the crowdfunding website. We can conclude that donation-based crowdfunding is an important new channel of public welfare activities, showing a better development trend
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