Factors Affecting Online Donation Intention in Donation-based Crowdfunding

Irantha Hendrika Kenang, G. Gosal
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引用次数: 8

Abstract

The research aimed to determine the factors affecting online donation intention of Generation Y, particularly in donation-based crowdfunding in Indonesia, because even though online donation had been trending in Indonesia, not all donation projects are successful. Therefore further research was needed to identify factors that influence the success of an online donation project. Using quantitative method, the research used combination of Theory of Planned Behavior (Attitude, Subjective Norms, Perceived Behavioral Control), Social Presence Theory, and S-O-R Theory (Website Quality, Transaction Convenience, Perceived Credibility). The research used purposive sampling with total of 118 respondents. The result of the analysis suggests that millennials’ intention to donate is significantly affected by the perceived credibility of the crowdfunding platform. This is mainly because the transaction is conducted online, hence the donors are concerned about whether their donation is going to be distributed properly. Subsequently, the perceived credibility of crowdfunding platform is significantly affected by social presence, website quality, and transaction convenience, which support previous research related to Social Presence Theory and S-O-R Theory. Meanwhile, attitude, subjective norms, and perceived behavioral control have no significant impact on intention to donate, which may be due to several issues such as trust and security issues considering the donation is conducted through online. The crowdfunding platforms and fundraisers in Indonesia are expected to have guidelines about important aspects that may affect individual’s intention to donate in crowdfunding platform.
捐赠型众筹中影响网络捐赠意愿的因素
本研究旨在确定影响Y世代在线捐赠意愿的因素,特别是印度尼西亚的捐赠众筹,因为即使在线捐赠在印度尼西亚已经成为趋势,但并不是所有的捐赠项目都是成功的。因此,需要进一步的研究来确定影响在线捐赠项目成功的因素。本研究采用定量方法,结合计划行为理论(态度、主观规范、感知行为控制)、社会存在理论和S-O-R理论(网站质量、交易便利性、感知可信度)。本研究采用目的性抽样,共有118名受访者。分析结果表明,千禧一代的捐赠意愿受到众筹平台可信度的显著影响。这主要是因为交易是在网上进行的,因此捐赠者担心他们的捐款是否会被合理分配。随后,众筹平台的感知可信度受到社交存在、网站质量和交易便利性的显著影响,这支持了先前社会存在理论和S-O-R理论的相关研究。同时,态度、主观规范和感知行为控制对捐赠意愿的影响不显著,考虑到捐赠是通过网络进行的,这可能与信任、安全等问题有关。印度尼西亚的众筹平台和筹款人预计将对可能影响个人在众筹平台上捐赠意愿的重要方面制定指导方针。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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