Digital Storytelling and Intention to Donate Through Crowdfunding Platform

Abstract

Digital storytelling is one of the critical factors for the success of social crowdfunding to raise funds from donors through social media intermediaries. As the value of transactions through crowdfunding platforms increases, research on the desire of potential donors to distribute social assistance becomes something that needs to be studied. This research aims to determine the role of digital storytelling in generating donors’ intentions to donate through a crowd funding platform with the concept of a unified theory of acceptance and use of technology (UTAUT). Quantitative methods were applied to answer the hypothesis by collecting data using a questionnaire distributed online in Greater Jakarta and Bali. The research sample was 385 people by the purposive sampling technique-analysis of questionnaire data using Partial Least Square-Structural Equation Modeling with the support of SmartPLS 3.3.3 software. The results of the study prove that digital storytelling has a significant effect on the UTAUT construct (performance expectancy, social influence, effort expectancy, and facilitating conditions) and finally has an impact on the intention of prospective donors to disburse funds through social crowdfunding.