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

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.

Muslim Millennial’s Intention of Donating for Charity Using Fintech Platform

“…Studies in information technology adoption and behavior intention are usually drawn in business. However, very limited studies within the relevant theories explore behavioral intention in social or charity fields, such as using fintech for donation (Chen et al, 2019). Previous studies only investigated customer's perspective and its potential to use fintech service in general (Chuang et al, 2016), payment (Kim et al, 2016), and Islamic fintech (Rusydiana, 2018).…”

Can Co-Creation and Crowdfunding Types Predict Funder Behavior? An Extended Model of Goal-Directed Behavior

“…Perceived ethics was found to be a strong behavioral intention for responsible tourism in the EMGB [14]. Intention to participate in crowdfunding is also a key dependent variable in predicting actual funder behavior [10,22]. For example, social presence, trust, attitude, and perceived behavioral control have significant effects of behavioral intention to donate time and money for crowdfunding [10].…”

“…In tourism information and communication technology, the EMGB has helped to explain the use of mobile devices in travel consumer behavior [15] as well as the role of perceived ethics in predicting consumer behavior in responsible tourism [14]. From the perspective of crowdfunding, the TPB has shed substantial light on funder behavior [10][11][12]42]. However, studies on the EMGB have been not conducted on crowdfunder behavior in a tourism context, thereby extending understanding of potentially crucial factors such as co-creation.…”

“…Intention to participate in crowdfunding is also a key dependent variable in predicting actual funder behavior [10,22]. For example, social presence, trust, attitude, and perceived behavioral control have significant effects of behavioral intention to donate time and money for crowdfunding [10]. Also, commitment, platform, leader, and market have positive impacts on behavioral intention for crowdfunding investment [22].…”

“…Funder behavior in crowdfunding has been documented in terms of the theory of planned behavior (TPB), which has been applied to topics such as incorporating critical factors of social presence and trust [10], sustainable rural development [11], and community and social networks [12]. From a tourism-related perspective, consumer decision-making processes have been substantially explained by reference to the extended model of goal-directed behavior (EMGB) extended from the TPB by including emotions and desire.…”