When I know how much you donated: the impact of donation information type on individual online donation intention

Yudong Zhang, Zhangyuan Dai, Huilong Zhang and Lin Qiao

Behaviour and Information Technology, 2025, vol. 44, issue 18, 4403-4418

Abstract: Online fundraising with group interaction and information sharing transforms traditional individual private donation information into group-visible information, which further affects the online donation behaviour of individuals receiving donation information from others in the fundraising platform. Based on the type of donation information from others and the relationship strength between individuals and others, this study analyses the changes in the donation intention of individuals receiving beneficial or damaging donation information from others with different levels of relationship strength. The results of multi-situation simulation experiments reveal that, the beneficial donation information of others with weak (strong) relationship strength will arouse individuals’ low (high) group identity, making their online donation amount close to (far exceeding) the platform’s recommended donation benchmark, with strong (weak) donation autonomy. The damaging donation information of others with weak (strong) relationship strength will arouse individuals’ low (high) deontic justice, making their online donation amount less than (far exceeding) the platform’s recommended donation benchmark, with weak (strong) donation autonomy. Research conclusions further enrich the theory of public welfare behaviour from the online context and group level, and provide inspiration for emerging online platforms to optimise the design of fundraising activities and promote individual rational donations.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2025.2477049 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:tbitxx:v:44:y:2025:i:18:p:4403-4418

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2025.2477049

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().