点击捐助：了解基于捐助的众筹移动应用程序中的捐助行为和福祉

IF 6.3 3区管理学 Q1 BUSINESS

International Journal of Bank Marketing Pub Date : 2024-07-19 DOI:10.1108/ijbm-11-2023-0635

Eugene Cheng-Xi Aw, Sujo Thomas, Ritesh Patel, Viral Bhatt, Tat-Huei Cham

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引用次数: 0

摘要

目的本研究的总体目标是制定一个综合研究模型，以实证研究启发式、项目特征、信息系统使用质量、移情和正念在预测基于捐赠的众筹（DBC）移动应用程序中用户/捐赠者的捐赠行为和幸福感方面的复杂相互作用。设计/方法/途径收集了786名受访者的数据，并采用多阶段SEM-ANN-NCA（结构方程建模-人工神经网络-必要条件分析）方法对数据进行了分析。研究结果增加感知美感、叙事结构、自我参照、项目受欢迎程度、项目内容质量和发起人声誉将促进移情。本研究通过对关键情境预测因素进行排序和评估模型的必要性逻辑，为促进众筹者在 DBC 平台上的捐赠行为和幸福感提供了一个清晰的框架。本研究为银行营销人员提供了实用的见解，并进一步帮助金融服务提供商制定最佳的 DBC 移动应用程序战略。

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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Click to contribute: understanding donation behaviour and well-being in donation-based crowdfunding mobile apps

Purpose

The overarching goal of the study was to formulate an integrated research model to empirically demonstrate the complex interplay between heuristics, project characteristics, information system usage quality, empathy, and mindfulness in predicting users'/donors' donation behaviour and well-being in the context of donation-based crowdfunding (DBC) mobile apps.

Design/methodology/approach

The data were collected from 786 respondents and analysed using the multi-stage SEM-ANN-NCA (Structural equation modelling-artificial neural network-necessary condition analysis) method.

Findings

Increased perceived aesthetics, narrative structure, self-referencing, project popularity, project content quality, and initiator reputation would foster empathy. Empathy and mindfulness lead to donation behaviour, and, ultimately emotional well-being.

Originality/value

This study offers a clear framework by ranking the key contextual predictors and assessing the model’s necessity logic to facilitate crowdfunders' donation behaviour and well-being on DBC platforms. This research provides practical insights for bank marketers and further aids financial service providers in formulating an optimal DBC mobile app strategy.

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来源期刊

International Journal of Bank Marketing BUSINESS-

CiteScore

10.70

自引率

18.90%

发文量

期刊介绍： International Journal of Bank Marketing (IJBM) aims to publish papers that relate to the marketing challenges of financial services providers around the globe. Preference is given to empirically-based research papers that expand on existing theories (or develop new ones) on customer behaviour in financial services settings. In addition, the journal is interested in helping academicians and practitioners in the field to better understand the discipline of financial services marketing, and as a result review papers and thought pieces are invited for submission.