IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i16p4269-d255552.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Yuangao Chen & Ruyi Dai & Jianrong Yao & Yixiao Li, 2019. "Donate Time or Money? The Determinants of Donation Intention in Online Crowdfunding," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:16:p:4269-:d:255552
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/16/4269/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/16/4269/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Meer, Jonathan, 2014. "Effects of the price of charitable giving: Evidence from an online crowdfunding platform," Journal of Economic Behavior & Organization, Elsevier, vol. 103(C), pages 113-124.
    2. Jean Tirole & Roland Bénabou, 2006. "Incentives and Prosocial Behavior," American Economic Review, American Economic Association, vol. 96(5), pages 1652-1678, December.
    3. Alexander L. Brown & Jonathan Meer & J. Forrest Williams, 2019. "Why Do People Volunteer? An Experimental Analysis of Preferences for Time Donations," Management Science, INFORMS, vol. 65(4), pages 1455-1468, April.
    4. Naomi E. Feldman, 2010. "Time Is Money: Choosing between Charitable Activities," American Economic Journal: Economic Policy, American Economic Association, vol. 2(1), pages 103-130, February.
    5. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    6. Wang, Bo & Wang, Xiaomeng & Guo, Dongxue & Zhang, Bin & Wang, Zhaohua, 2018. "Analysis of factors influencing residents’ habitual energy-saving behaviour based on NAM and TPB models: Egoism or altruism?," Energy Policy, Elsevier, vol. 116(C), pages 68-77.
    7. Ajay Agrawal & Christian Catalini & Avi Goldfarb, 2015. "Crowdfunding: Geography, Social Networks, and the Timing of Investment Decisions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 24(2), pages 253-274, June.
    8. Sasaki, Shusaku, 2019. "Majority size and conformity behavior in charitable giving: Field evidence from a donation-based crowdfunding platform in Japan," Journal of Economic Psychology, Elsevier, vol. 70(C), pages 36-51.
    9. Bauer, Thomas K. & Bredtmann, Julia & Schmidt, Christoph M., 2013. "Time vs. money — The supply of voluntary labor and charitable donations across Europe," European Journal of Political Economy, Elsevier, vol. 32(C), pages 80-94.
    10. Wu, Jih-Hwa & Cheng, Chih-Ming & Cheng, Po-Jen, 2015. "Behavioral intention toward urban eco-land performance assessment models using TPB tests," Journal of Business Research, Elsevier, vol. 68(4), pages 771-776.
    11. Mollick, Ethan, 2014. "The dynamics of crowdfunding: An exploratory study," Journal of Business Venturing, Elsevier, vol. 29(1), pages 1-16.
    12. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    13. Nanda Kumar & Izak Benbasat, 2006. "Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites," Information Systems Research, INFORMS, vol. 17(4), pages 425-439, December.
    14. Bi, Sheng & Liu, Zhiying & Usman, Khalid, 2017. "The influence of online information on investing decisions of reward-based crowdfunding," Journal of Business Research, Elsevier, vol. 71(C), pages 10-18.
    15. BELLEFLAMME, Paul & LAMBERT, Thomas & SCHWIENBACHER, Armin, 2011. "Crowdfunding: tapping the right crowd," LIDAM Discussion Papers CORE 2011032, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    16. Elisha Vlaholias & Kirrilly Thompson & Danielle Every & Drew Dawson, 2015. "Charity Starts … at Work? Conceptual Foundations for Research with Businesses that Donate to Food Redistribution Organisations," Sustainability, MDPI, vol. 7(6), pages 1-25, June.
    17. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    18. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    19. Géraldine Michel & Sophie Rieunier, 2012. "Nonprofit brand image and typicality influences on charitable giving," Post-Print halshs-01887007, HAL.
    20. Dan Ariely & Anat Bracha & Stephan Meier, 2009. "Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially," American Economic Review, American Economic Association, vol. 99(1), pages 544-555, March.
    21. Douglas Cumming & Lars Hornuf (ed.), 2018. "The Economics of Crowdfunding," Springer Books, Springer, number 978-3-319-66119-3, December.
    22. Jörg Henseler & Marko Sarstedt, 2013. "Goodness-of-fit indices for partial least squares path modeling," Computational Statistics, Springer, vol. 28(2), pages 565-580, April.
    23. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    24. Michel, Géraldine & Rieunier, Sophie, 2012. "Nonprofit brand image and typicality influences on charitable giving," Journal of Business Research, Elsevier, vol. 65(5), pages 701-707.
    25. Onwezen, Marleen C. & Antonides, Gerrit & Bartels, Jos, 2013. "The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 141-153.
    26. Miriam J. Metzger, 2007. "Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 58(13), pages 2078-2091, November.
    27. Kotchen, Matthew J. & Reiling, Stephen D., 2000. "Environmental attitudes, motivations, and contingent valuation of nonuse values: a case study involving endangered species," Ecological Economics, Elsevier, vol. 32(1), pages 93-107, January.
    28. Robert Mittelman & José Rojas-Méndez, 2018. "Why Canadians give to charity: an extended theory of planned behaviour model," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 189-204, June.
    29. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Isaac Owusu Asante & Jiaming Fang & Dennis Fiifi Darko & Hossin M. D. Altab, 2021. "Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion," SAGE Open, , vol. 11(1), pages 21582440211, March.
    2. Baber, Hasnan, 2020. "Intentions to participate in political crowdfunding- from the perspective of civic voluntarism model and theory of planned behavior," Technology in Society, Elsevier, vol. 63(C).
    3. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani, 2023. "Citizens' support in social mission platforms: Unravelling configurations for participating in civic crowdfunding platforms," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    4. Xiaojie Zhang & Lili Wang, 2022. "Factors Contributing to Citizens’ Participation in COVID-19 Prevention and Control in China: An Integrated Model Based on Theory of Planned Behavior, Norm Activation Model, and Political Opportunity S," IJERPH, MDPI, vol. 19(23), pages 1-18, November.
    5. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Mohd Khairy Kamarudin & Nur Izzati Mohamad Norzilan & Fatin Nur Ainaa Mustaffa & Masyitah Khidzir & Suhaili Alma’amun & Nasrul Hisyam Nor Muhamad & Mohd Fauzi Abu-Hussin & Nurul Izzah Noor Zainan & Ab, 2023. "Why Do Donors Donate? A Study on Donation-Based Crowdfunding in Malaysia," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    7. Yu Zhang & Hanyang Cao & Wang Zhang & Yating Wang, 2023. "How Digital Skills Influence on Digital Participation in China? The Mediating Roles of Online Interpersonal Communication and Online Immersion," SAGE Open, , vol. 13(4), pages 21582440231, December.
    8. Betty Purwandari & Latifatul Khairiyah & Mardiana Purwaningsih & Achmad Nizar Hidayanto & Nur Fitriah Ayuning Budi & Kongkiti Phusavat, 2023. "Why do people donate online? A perspective from dual credibility transfer," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 393-425, June.
    9. Peter Konhäusner & Marius Thielmann & Veronica Câmpian & Dan-Cristian Dabija, 2021. "Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development," Sustainability, MDPI, vol. 13(19), pages 1-17, October.
    10. Berné-Martínez, J.M. & Ortigosa-Blanch, Arturo & Planells-Artigot, Enrique, 2021. "A semantic analysis of crowdfunding in the digital press," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    11. Agnieszka Szewczyk & Zbigniew Stempnakowski, 2021. "Social Energy as the Driving Force behind Crowdfunding—Analysis and Classification of Selected Attributes," Energies, MDPI, vol. 14(19), pages 1-32, September.
    12. Mohammed Alharbey & Stefan Van Hemmen, 2021. "Investor Intention in Equity Crowdfunding. Does Trust Matter?," JRFM, MDPI, vol. 14(2), pages 1-20, January.
    13. Yanzhi Liu & Rong Cao & Zheng Wang, 2023. "Does Help-Seeking Message Content Impact Online Charitable Behavior? A Qualitative Comparative Analysis Based on 40 Waterdrop Projects," Sustainability, MDPI, vol. 15(2), pages 1-18, January.
    14. Myung Ja Kim & C. Michael Hall, 2019. "Can Co-Creation and Crowdfunding Types Predict Funder Behavior? An Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 11(24), pages 1-23, December.
    15. Myung Ja Kim & C. Michael Hall & Heejeong Han, 2021. "Behavioral Influences on Crowdfunding SDG Initiatives: The Importance of Personality and Subjective Well-Being," Sustainability, MDPI, vol. 13(7), pages 1-21, March.
    16. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Myung Ja Kim & James F. Petrick, 2021. "Roles of constraint and attachment in crowdfunder behavior for sustainable development: An extended theory of planned behavior," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(4), pages 780-792, July.
    18. Baudier, Patricia & Kondrateva, Galina & Ammi, Chantal, 2023. "Can blockchain enhance motivation to donate: The moderating impact of religion on donors' behavior in the USA's charity organizations," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    19. Saeed Awadh Bin-Nashwan & Adel Sarea & Meshari Al-Daihani & Abdullahi Bala Ado & Halima Begum & Mushari Hamdan Alosaimi & Hijattulah Abdul-Jabbar & Mohammed Khalifa Abdelsalam, 2022. "Fundraising Appeals for the COVID-19 Epidemic Fight: A Cross-Country Study of Donor Responses," Sustainability, MDPI, vol. 14(11), pages 1-20, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    2. Fang, Xing, 2022. "Why we hide good deeds? The selfless and anonymous donation behavior in crowdfunding," Technology in Society, Elsevier, vol. 71(C).
    3. Su, Linlin & Cheng, Xusen & Hua, Ying & Zhang, Wenping, 2021. "What leads to value co-creation in reward-based crowdfunding? A person-environment fit perspective," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 149(C).
    4. Alexander L. Brown & Jonathan Meer & J. Forrest Williams, 2019. "Why Do People Volunteer? An Experimental Analysis of Preferences for Time Donations," Management Science, INFORMS, vol. 65(4), pages 1455-1468, April.
    5. Hyeon Park, 2023. "Giving and volunteering over a lifecycle," Review of Economics of the Household, Springer, vol. 21(1), pages 335-369, March.
    6. Dittrich, Marcus & Mey, Bianka, 2021. "Giving time or giving money? On the relationship between charitable contributions," Journal of Economic Psychology, Elsevier, vol. 85(C).
    7. Boudreau, Kevin J. & Jeppesen, Lars Bo & Reichstein, Toke & Rullani, Francesco, 2021. "Crowdfunding as Donations to Entrepreneurial Firms," Research Policy, Elsevier, vol. 50(7).
    8. Newman, George E. & Jeremy Shen, Y., 2012. "The counterintuitive effects of thank-you gifts on charitable giving," Journal of Economic Psychology, Elsevier, vol. 33(5), pages 973-983.
    9. Lilley, Andrew & Slonim, Robert, 2014. "The price of warm glow," Journal of Public Economics, Elsevier, vol. 114(C), pages 58-74.
    10. Fazio, Andrea & Reggiani, Tommaso & Scervini, Francesco, 2023. "Social media charity campaigns and pro-social behaviour. Evidence from the Ice Bucket Challenge," Journal of Economic Psychology, Elsevier, vol. 96(C).
    11. Emel Filiz-Ozbay & Erkut Ozbay, 2014. "Effect of an audience in public goods provision," Experimental Economics, Springer;Economic Science Association, vol. 17(2), pages 200-214, June.
    12. Wang, Xia & Tong, Luqiong, 2015. "Hide the light or let it shine? Examining the factors influencing the effect of publicizing donations on donors’ happiness," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 418-424.
    13. Irene Comeig & Ernesto Mesa-Vázquez & Pau Sendra-Pons & Amparo Urbano, 2020. "Rational Herding in Reward-Based Crowdfunding: An MTurk Experiment," Sustainability, MDPI, vol. 12(23), pages 1-21, November.
    14. Saccardo, Silvia & Li, Charis X. & Samek, Anya & Gneezy, Ayelet, 2021. "Nudging generosity in consumer elective pricing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 163(C), pages 91-104.
    15. Muhammad Yaseen Bhutto & Xiaohui Liu & Yasir Ali Soomro & Myriam Ertz & Yasser Baeshen, 2020. "Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    16. Shneor, Rotem & Zhao, Liang & Fabian Michael Goedecke, Jann, 2023. "On relationship types, their strength, and reward crowdfunding backer behavior," Journal of Business Research, Elsevier, vol. 154(C).
    17. Vanessa Mertins & Christian Walter, 2021. "In absence of money: a field experiment on volunteer work motivation," Experimental Economics, Springer;Economic Science Association, vol. 24(3), pages 952-984, September.
    18. Felipe, Israel José dos Santos & Mendes-Da-Silva, Wesley & Leal, Cristiana Cerqueira & Braun Santos, Danilo, 2022. "Reward crowdfunding campaigns: Time-to-success analysis," Journal of Business Research, Elsevier, vol. 138(C), pages 214-228.
    19. Enrique Carlos Bianchi & Gaspar Gracia Daponte & Leticia Pirard, 2021. "The impact of cause-related marketing campaigns on the reputation of corporations and NGOs," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 187-205, June.
    20. Grazia Cecere & Fabrice Le Guel & Fabrice Rochelandet, 2017. "Crowdfunding and social influence: an empirical investigation," Applied Economics, Taylor & Francis Journals, vol. 49(57), pages 5802-5813, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:16:p:4269-:d:255552. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.