Abstract:PurposeProsocial lending in online crowdfunding has flourished in recent years, and it has become a new way to fundraise for philanthropy. However, there is almost a 70% user attrition rate in crowdfunding. The purpose of this study is to understand what the lender’s lending experience and social connection influence lender retention of online prosocial lending from a self-determination perspective.Design/methodology/approachDrawing on self-determination theory (SDT), this research utilizes a quantifiable meth… Show more
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