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The determinants of supporting crowdfunding sites: Understanding internal and external factors from public relations’ perspectives

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  • Eunyoung Kim

    (Auburn University at Montgomery)

  • Sung Eun Park

    (Webster University)

Abstract

This study examines the internal and external factors affecting behavioral intention of online donation and word-of-mouth via crowdfunding sites. The conflicting findings from the literature provided rationales and several key variables for this study. To investigate the key variables, the authors conducted an online survey. The result confirmed that social identification, involvement, credibility of platforms, and attitudes toward online donation positively predict intention to donate online. In addition, social identification, involvement, and crowdfunding site features had predictive power on the intention of word-of-mouth. Theoretical and practical implications for public relations and communication practitioners are provided in the discussion.

Suggested Citation

  • Eunyoung Kim & Sung Eun Park, 2023. "The determinants of supporting crowdfunding sites: Understanding internal and external factors from public relations’ perspectives," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 269-287, June.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:2:d:10.1007_s12208-022-00340-8
    DOI: 10.1007/s12208-022-00340-8
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    References listed on IDEAS

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    1. Hans van der Heijden & Tibert Verhagen & Marcel Creemers, 2003. "Understanding online purchase intentions: contributions from technology and trust perspectives," European Journal of Information Systems, Taylor & Francis Journals, vol. 12(1), pages 41-48, March.
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    3. Eun Young Park & Jin Hwa Rhee, 2019. "Who Clicks on Online Donation? Understanding the Characteristics of SNS Users during Participation in Online Campaigns," Sustainability, MDPI, vol. 11(13), pages 1-15, July.
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