Donation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects

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dc.contributor.authorLIU, Lili
dc.contributor.authorSuh, Ayoung
dc.contributor.authorWagner, Christian
dc.date.accessioned2016-12-29T00:23:56Z
dc.date.available2016-12-29T00:23:56Z
dc.date.issued2017-01-04
dc.description.abstractCharitable 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. \
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2017.100
dc.identifier.isbn978-0-9981331-0-2
dc.identifier.urihttp://hdl.handle.net/10125/41251
dc.language.isoeng
dc.relation.ispartofProceedings of the 50th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectCharitable crowdfunding
dc.subjectEmpathy
dc.subjectIntention to donate
dc.subjectOnline micro charities
dc.subjectPerceived credibility
dc.titleDonation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects
dc.typeConference Paper
dc.type.dcmiText

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