Donation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects LIU, Lili Suh, Ayoung Wagner, Christian 2016-12-29T00:23:56Z 2016-12-29T00:23:56Z 2017-01-04
dc.description.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. \
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.100
dc.identifier.isbn 978-0-9981331-0-2
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Charitable crowdfunding
dc.subject Empathy
dc.subject Intention to donate
dc.subject Online micro charities
dc.subject Perceived credibility
dc.title Donation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects
dc.type Conference Paper
dc.type.dcmi Text
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