IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v16y2019i1d10.1007_s12208-018-00217-9.html
   My bibliography  Save this article

Current students as university donors?: determinants in college students’ intentions to donate and share information about university crowdfunding efforts

Author

Listed:
  • Moonhee Cho

    (University of Tennessee)

  • Laura L. Lemon

    (University of Alabama)

  • Abbey B. Levenshus

    (Butler University)

  • Courtney C. Childers

    (University of Tennessee)

Abstract

Crowdfunding has gained popularity as a fundraising strategy for reaching an online “crowd” of contributors, with many making small donations and promoting the project online to social networks. Universities are exploring crowdfunding as a strategy to connect with non-traditional donors beyond alumni – including students. While higher education institutions may hope to include students given their perceived comfort with online giving and crowdfunding’s focus on small gifts, scholars have not examined students’ perceptions about such activities. Adopting the Existence Relatedness Growth (ERG) theory, this study uses a survey to explore factors that motivate or hinder students’ supportive behavior intentions through a crowdfunding mechanism, specifically donation intention and word-of-mouth (WOM) intention. Suggestions are made for universities to develop communication that creates a philanthropy culture and engages students as potential donors.

Suggested Citation

  • Moonhee Cho & Laura L. Lemon & Abbey B. Levenshus & Courtney C. Childers, 2019. "Current students as university donors?: determinants in college students’ intentions to donate and share information about university crowdfunding efforts," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 23-41, March.
    • Handle: RePEc:spr:irpnmk:v:16:y:2019:i:1:d:10.1007_s12208-018-00217-9
    DOI: 10.1007/s12208-018-00217-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-018-00217-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-018-00217-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    3. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    4. Badariah Solemon & Izyana Ariffin & Marina Md Din & Rina Md Anwar, 2013. "A Review of the Uses of Crowdsourcing in Higher Education," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(9), pages 2066-2073, September.
    5. Nathalie Colasanti & Rocco Frondizi & Marco Meneguzzo, 2018. "Higher education and stakeholders’ donations: successful civic crowdfunding in an Italian university," Public Money & Management, Taylor & Francis Journals, vol. 38(4), pages 281-288, June.
    6. Badariah Solemon & Izyana Ariffin & Marina Md Din & Rina Md Anwar, 2013. "A Review of the Uses of Crowdsourcing in Higher Education," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(9), pages 2066-2073.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Noelia Salido-Andres & Marta Rey-Garcia & Luis Ignacio Alvarez-Gonzalez & Rodolfo Vazquez-Casielles, 2022. "When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 763-780, December.
    2. 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.
    3. Madurapperuma Arachchige Yasantha Daminda Madurapperuma & Kyung-min Kim, 2020. "Sustaining Business: A Psychological Perspective of Donation Behavior," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    4. T.B. Zambalaeva, 2020. "Research of Factors of Successful Crowfunding Finance on the Example of the Russian Boomstarter Platform," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 19(3), pages 398-412.
    5. Bela Florenthal & Manar Awad, 2021. "A cross-cultural comparison of millennials’ engagement with and donation to nonprofits: a hybrid U&G and TAM framework," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 629-657, December.
    6. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    2. Aljukhadar, Muhammad & Senecal, Sylvain, 2016. "The user multifaceted expertise: Divergent effects of the website versus e-commerce expertise," International Journal of Information Management, Elsevier, vol. 36(3), pages 322-332.
    3. McClure, Clair & Seock, Yoo-Kyoung, 2020. "The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Yang Yang & Jin-Hoo Kim, 2022. "An Exploration of the Contingency Influence on Chinese Customers’ Selection of Online Hotel Reservation Channels," SAGE Open, , vol. 12(3), pages 21582440221, August.
    5. Nel, Jacques & Boshoff, Christo, 2019. "Online customers’ habit-inertia nexus as a conditional effect of mobile-service experience: A moderated-mediation and moderated serial-mediation investigation of mobile-service use resistance," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 282-292.
    6. Artigas, Enrique Marinao & Moraga, Eduardo Torres & Yrigoyen, Coro Chasco, 2014. "Satisfação: determinante da familiaridade do destino turístico," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(4), July.
    7. Amita Goyal Chin & Mark A. Harris & Robert Brookshire, 2022. "An Empirical Investigation of Intent to Adopt Mobile Payment Systems Using a Trust-based Extended Valence Framework," Information Systems Frontiers, Springer, vol. 24(1), pages 329-347, February.
    8. Mäenpää, Katariina & Kale, Sudhir H. & Kuusela, Hannu & Mesiranta, Nina, 2008. "Consumer perceptions of Internet banking in Finland: The moderating role of familiarity," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 266-276.
    9. repec:dau:papers:123456789/5852 is not listed on IDEAS
    10. Annaluce Latorre & Maria Vernuccio, 2013. "Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 143-163.
    11. Prpić, John, 2017. "MOOCs and Crowdsourcing: Massive Courses and Massive Resources," SocArXiv uwess, Center for Open Science.
    12. Huang, Dongling & Markovitch, Dmitri G. & Stough, Rusty A., 2024. "Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    13. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    14. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    15. Elena Madeo, 2021. "The Role of Crowdfunding for New Funding Challenges in Public Universities: An Italian Case Study," Journal of Education for Sustainable Development, , vol. 15(2), pages 186-205, September.
    16. Dumpe Maira, 2015. "Online Marketing Issues of Real Estate Companies: A Case of Latvia," Baltic Journal of Real Estate Economics and Construction Management, Sciendo, vol. 3(1), pages 130-139, December.
    17. Vlad Rosca, 2015. "Customer attitudes towards buying e-books: Perspectives from a Romanian publishing house," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 105-111.
    18. F. Magnoni & Elyette Roux, 2011. "Stretching a luxury brand down: An experimental study of core brand dilution effects," Post-Print halshs-00644899, HAL.
    19. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    20. Maik Hesse & Timm Teubner & Marc T. P. Adam, 2022. "In Stars We Trust – A Note on Reputation Portability Between Digital Platforms," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(3), pages 349-358, June.
    21. Rong Li & Amiya K. Basu, 2020. "Pricing Strategy for GM Food: Impact of Consumer Attitude Heterogeneity and GMO Food Labelling," Annals of Operations Research, Springer, vol. 291(1), pages 463-474, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:16:y:2019:i:1:d:10.1007_s12208-018-00217-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.