Factors Affecting Donation Intention and e-WOM Intention in Donation-Based Crowd-Funding Platform

• Published in: International JOURNAL OF CONTENTS Vol. 20; no. 3; pp. 9 - 19
• Main Author: Um, Namhyun
• Format: Journal Article
• Language: English
• Published: 한국콘텐츠학회(IJOC) 30.09.2024; 한국콘텐츠학회
• Subjects: 컴퓨터학; e-Word-of-Mouth; Self-Efficacy; Involvement; Social Identification; Donation
• ISSN: 1738-6764; 2093-7504
• DOI: 10.5392/IJoC.2024.20.3.009

This research, based on a survey of 357 college students, employED a 2 x 2 x 2 between-subject factorial design to explore relationships between self-efficacy, social identification, involvement, and donation intention. Results revealed that while high self-efficacy correlated with stronger e-Word-of-Mouth intention, it did not significantly impact donation intention. Conversely, both high social identification and high involvement significantly correlated with stronger donation and e-Word-of-Mouth intentions. These findings provide valuable insights for campaign creators, platform administrators, and philanthropic organizations. Recognizing critical roles of self-efficacy, social identification, and involvement could allow stakeholders to design more effective fundraising campaigns, foster a sense of community, and tailor approaches to align with motivations and preferences of potential donors. This research enhances our understanding of the nuanced dynamics shaping donation intention in donation-based crowdfunding platforms, bridging the gap between academic inquiry and practical implications for the evolving landscape of online philanthropy. KCI Citation Count: 0