Personal, Social, and Situational Factors Affecting Donation Intention on Donation-based Crowd-Funding Platform: Focusing on University Students

초록

This research delves into the personal, social, and situational factors influencing donation intention on donation-based crowdfunding platforms. By examining the impact of personal characteristics such as self-efficacy and altruism, along with social factors such as social influence and organizational credibility, this study explores how these elements affect an individual’s willingness to donate. Additionally, situational factors such as social identification and trust are considered for the crowdfunding platform, to understand their effect on donation behavior. A survey involving 326 college students provided the data for multiple regression analysis, thereby confirming that these variables significantly predict donation intention. The findings offer crucial insights into enhancing fundraising strategies on crowdfunding platforms, highlighting the complex interplay of various factors that motivate individuals to donate, and provide a baseline understanding of how donations function on donation-based crowdfunding platforms.

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