Empathy or perceived credibility? An empirical study on individual donation behavior in charitable crowdfunding

Abstract

Purpose Researchers have called for the synthesis of divergent perspectives and the development of a theoretical model that examines individuals’ donation behavior in charitable crowdfunding. To fill this research gap, the purpose of this paper is to synthesize the literature pertaining to the determinants of donation behavior in charitable crowdfunding. Then, drawing on the stimulus-organism-response framework, the authors develop and test a model that explains individuals’ intention to donate to charitable crowdfunding. Design/methodology/approach This paper follows a quantitative research approach. An online survey was distributed to collect data from individuals who had experienced charitable crowdfunding. In total, 205 valid responses were received and analyzed. Findings First, this study finds that individuals’ empathy and the perceived credibility of a charitable crowdfunding project are key determinants for their intention to donate in charitable crowdfunding. Second, the study finds that website quality, transaction convenience, and project content quality influence both empathy and perceived credibility in different ways. Third, it is noteworthy that initiator reputation is positively related to perceived credibility, while project popularity is positively associated with empathy. Originality/value This research advances the knowledge of individual donation behavior in charitable crowdfunding. The model can help researchers understand individuals’ philanthropic behavior by providing empirical explanations of the interplay between technological and project characteristics, emotional and cognitive states, and individuals’ donation behavior. For practitioners, the research suggests appropriate design, launch, and operation strategies to facilitate individuals’ donation behavior in charitable crowdfunding.

Does the Role of Media and Founder’s Past Success Mitigate the Problem of Information Asymmetry? Evidence from a UK Crowdfunding Platform

“…We concluded that a single individual VIF score was below three, whereas, the tolerance values ranged from 0.6 to 0.9. According to Hair et al [74] and Liu et al [75], the VIF values were far below the suggested value of 10. The VIF and tolerance values of this study were also within the criteria (VIF < 5 and Tolerance > 0.2) indicating that the multicollinearity of the measures was not likely to be a concern.…”

Why do people patronize donation-based crowdfunding platforms? An activity perspective of critical success factors

“…The few existing empirical studies on donation-based crowdfunding predict user intention to donate rather than the actual donation behavior (L. Liu, 2018;T. Wang, Li, Kang, & Zheng, 2019).…”

Elemen Kepercayaan Sebagai Teras Sumbangan Melalui Pendanaan Awam Bertujuan Kebajikan

“…Berdasarkan carian, hanya lapan (8) artikel berbentuk kuantitatif yang memberi fokus kepada faktor-faktor orang ramai menyumbang dalam pendanaan awam bertujuan kebajikan. Keputusan carian menunjukkan, pendanaan awam bertujuan kebajikan mula dibincangkan secara bermula tahun 2018 dari pelbagai jurnal penerbitan oleh penyelidik berikut; Majumdar dan Bose 2018 Bagi populasi negara, didapati negara China dan Amerika Syarikat mendominasi perbincangan berkaitan dengan gelagat penyumbang dana melalui platform pendanaan awam, iaitu artikel yang ditulis oleh Li et al (2017), Liu et al (2018), Zemack-Rugar dan Klucarova-Travani (2018) serta Cho et al (2019) Penulis mendapati pelbagai faktor yang mendorong orang ramai melakukan sumbangan kepada pendanaan awam bertujuan kebajikan. Faktor-faktor tersebut penulis rangkumkan dalam Jadual 4.…”

“…Platform mudah digunakan (perceived easy to use) perkhidmatan kewangan ini sebenarnya menambahkan lagi jaringan sosial dan keperluan kognitif manusia, berbanding keperluan kewangan kerana setiap pihak akan memastikan kempen disampaikan dengan positif melalui cara yang tersendiri. Platform yang berkualiti ini juga turut dibantu dengan kemudahan transaksi sistem pembayaran atas talian menurut tiga artikel yang tulis oleh Li et al (2017), Liu et al (2018) dan Mohd Thas Thaker et al 2018bagi memudahkan transaksi kewangan di antara crowdfunder dan penyumbang dana (Gerber & Hui 2013). Kemudahan transaksi ini berkait rapat dengan elemen masa dan kemudahan untuk orang ramai menggunakannya di tempat atau negara yang berbeza.…”

“…Kemudahan transaksi ini berkait rapat dengan elemen masa dan kemudahan untuk orang ramai menggunakannya di tempat atau negara yang berbeza. Misalnya, di China, pengguna menggunakan aplikasi sosial WeChat payment system dan Alipay sebagai sistem pembayaran atas talian kerana ia lebih mudah dan selesa digunakan berbanding turun ke fizikal bank untuk urusan transaksi (Liu et al 2018). Malah, transaksi ini adakalanya berlaku secara spontan apabila pengguna membaca informasi kempen projek pendanaan awam bertujuan kebajikan lalu tertarik untuk menyumbang (Bennett 2009).…”