资助者为何支持社会福利众筹平台?阐述可能性的视角

IF 3.6 2区 哲学 Q2 BUSINESS
Aqsa Sajjad, Qingyu Zhang, Ghadah Alarifi, Enrico Battisti, Elisa Arrigo
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引用次数: 0

摘要

众筹是指向公众募集小额资金或捐款,用于支持和开发某些服务或产品。它已被广泛采用,成为资助社会、文化和技术项目的另一种方法。众筹平台可以利用社会和数字网络,以最低的运营成本更有效地锁定资助者。众筹平台作为社会信息系统的出现,吸引了研究人员和学者对其日益增长的接受度进行研究。除了定性分析和大数据分析外,行为模型还能提供有力的见解,说明个人为何喜欢参与这些平台上产生的活动。先前的研究主要关注用户对这些平台的接受程度,但较少关注用户参与基于众筹的社会福利项目的情况。本研究在阐述可能性模型的基础上,强调了人们资助社会公益项目的众筹意向。研究假设论证质量和技术优势是核心信号,共享价值和声誉是外围信号,其中结果效能和社会意识直接影响参与意向,并调节信号与意向之间的关系。我们收集了来自中国 30 个在线众筹平台的 467 位潜在捐赠者的数据。结果表明,在社会公益众筹中,外围路径对捐赠参与的影响更为显著。社会意识对捐赠意向有明显的预测作用,其中结果效能和社会意识加强了论证质量、共同价值观和捐赠意向之间的关系,从而促进了社会责任众筹的捐赠参与。鉴于这些动态因素,本研究为通过这些平台开展福利项目的社会合作提供了启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Why do funders support social welfare crowdfunding platforms? An elaboration likelihood perspective

Crowdfunding entails small funds or contributions collected from the public to support and develop certain services or products. It has been widely adopted as an alternative method to fund social, cultural, and technological projects. Crowdfunding platforms can capitalize the social and digital networks, making them more efficient in targeting funders with minimum operational costs. The emergence of crowdfunding platforms as social information systems attracts researchers and academicians to study their increasing acceptance. In complement to qualitative and big-data analyses, behavioral models can offer robust insights into why individuals like to participate in the activities generated on these platforms. Prior research focuses on the user's acceptance of these platforms, but less attention has been given to users' engagement in crowdfunding-based social welfare projects. The study highlights people's crowdfunding intentions to fund social welfare projects based on the elaboration likelihood model. The study hypothesizes argument quality and technical advantage as central signals and shared value and reputation as peripheral signals, where outcome efficacy and social consciousness directly affect intentions to participate and moderate the relationship between signals and intentions. We collect data from 467 potential donors from China's 30 online crowdfunding platforms. The results indicate a more significant peripheral route effect on donation participation in social welfare crowdfunding. Social consciousness significantly predicts donation intentions where outcome efficacy and social consciousness strengthen the relationship between argument quality, shared values, and donation intentions to participate in socially responsible crowdfunding. The study provides implications for social collaboration for welfare projects through these platforms in light of these dynamic factors.

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来源期刊
CiteScore
5.20
自引率
19.00%
发文量
86
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