Donation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects
Date
2017-01-04
Authors
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
Charitable crowdfunding is a burgeoning online micro charity paradigm where fund seekers request micro donations from a large group of potential funders. Despite micro charities have gone digital for more than a decade, our knowledge on individuals’ donation behavior in online micro charities (e.g., charitable crowdfunding) remains limited. To fill this gap, this study develops a model that explains individuals’ donation behavior in charitable crowdfunding. Our model was tested using data collected from 205 individuals who have read charitable crowdfunding projects. The results reveal that empathy and perceived credibility of charitable crowdfunding jointly determine a funder’s intention to donate money. Furthermore, website quality and project content quality positively influence both empathy and perceived credibility. Also noteworthy is that initiator reputation is positively related to perceived credibility while project popularity is positively associated with empathy. The findings contribute to a more nuanced understanding of individuals’ donation behavior in online micro charities. \
Description
Keywords
Charitable crowdfunding, Empathy, Intention to donate, Online micro charities, Perceived credibility
Citation
Extent
10 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 50th Hawaii International Conference on System Sciences
Related To (URI)
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.