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

Yuangao Chen, Ruyi Dai, Jianrong Yao and Yixiao Li
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Yuangao Chen: School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China
Ruyi Dai: School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China
Jianrong Yao: School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China
Yixiao Li: School of Information, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, Zhejiang, China

Sustainability, 2019, vol. 11, issue 16, 1-21

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.

Keywords: donation-based crowdfunding; social presence; norm activation; trust; money donations; time donations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:16:p:4269-:d:255552

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