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Donate Time or Money? The Determinants of Donation Intention in Online Crowdfunding

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  • Yuangao Chen

    (School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China)

  • Ruyi Dai

    (School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China)

  • Jianrong Yao

    (School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China)

  • Yixiao Li

    (School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China)

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.

Suggested Citation

  • Yuangao Chen & Ruyi Dai & Jianrong Yao & Yixiao Li, 2019. "Donate Time or Money? The Determinants of Donation Intention in Online Crowdfunding," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:16:p:4269-:d:255552
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    6. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani, 2023. "Citizens' support in social mission platforms: Unravelling configurations for participating in civic crowdfunding platforms," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    7. Xiaojie Zhang & Lili Wang, 2022. "Factors Contributing to Citizens’ Participation in COVID-19 Prevention and Control in China: An Integrated Model Based on Theory of Planned Behavior, Norm Activation Model, and Political Opportunity S," IJERPH, MDPI, vol. 19(23), pages 1-18, November.
    8. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. Myung Ja Kim & C. Michael Hall, 2019. "Can Co-Creation and Crowdfunding Types Predict Funder Behavior? An Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 11(24), pages 1-23, December.
    10. Myung Ja Kim & C. Michael Hall & Heejeong Han, 2021. "Behavioral Influences on Crowdfunding SDG Initiatives: The Importance of Personality and Subjective Well-Being," Sustainability, MDPI, vol. 13(7), pages 1-21, March.
    11. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    12. Mohd Khairy Kamarudin & Nur Izzati Mohamad Norzilan & Fatin Nur Ainaa Mustaffa & Masyitah Khidzir & Suhaili Alma’amun & Nasrul Hisyam Nor Muhamad & Mohd Fauzi Abu-Hussin & Nurul Izzah Noor Zainan & Ab, 2023. "Why Do Donors Donate? A Study on Donation-Based Crowdfunding in Malaysia," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    13. Yu Zhang & Hanyang Cao & Wang Zhang & Yating Wang, 2023. "How Digital Skills Influence on Digital Participation in China? The Mediating Roles of Online Interpersonal Communication and Online Immersion," SAGE Open, , vol. 13(4), pages 21582440231, December.
    14. Betty Purwandari & Latifatul Khairiyah & Mardiana Purwaningsih & Achmad Nizar Hidayanto & Nur Fitriah Ayuning Budi & Kongkiti Phusavat, 2023. "Why do people donate online? A perspective from dual credibility transfer," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 393-425, June.
    15. Peter Konhäusner & Marius Thielmann & Veronica Câmpian & Dan-Cristian Dabija, 2021. "Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development," Sustainability, MDPI, vol. 13(19), pages 1-17, October.
    16. Myung Ja Kim & James F. Petrick, 2021. "Roles of constraint and attachment in crowdfunder behavior for sustainable development: An extended theory of planned behavior," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(4), pages 780-792, July.
    17. Serwaah, Priscilla & Shneor, Rotem & Nyarko, Samuel Anokye & Nielsen, Kristian Roed, 2024. "Explaining gender differences in crowdfunding contribution intentions," Technology in Society, Elsevier, vol. 76(C).
    18. Baudier, Patricia & Kondrateva, Galina & Ammi, Chantal, 2023. "Can blockchain enhance motivation to donate: The moderating impact of religion on donors' behavior in the USA's charity organizations," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    19. Berné-Martínez, J.M. & Ortigosa-Blanch, Arturo & Planells-Artigot, Enrique, 2021. "A semantic analysis of crowdfunding in the digital press," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    20. Saeed Awadh Bin-Nashwan & Adel Sarea & Meshari Al-Daihani & Abdullahi Bala Ado & Halima Begum & Mushari Hamdan Alosaimi & Hijattulah Abdul-Jabbar & Mohammed Khalifa Abdelsalam, 2022. "Fundraising Appeals for the COVID-19 Epidemic Fight: A Cross-Country Study of Donor Responses," Sustainability, MDPI, vol. 14(11), pages 1-20, May.

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