Investigating Individuals Donation Intention towards Donation Crowdfunding from a Social Exchange Theory Perspective
Donation crowdfunding is the practice of funding a project by raising money typically through the lnternet from crowds who generally doesnt expect tangible rewards.Although donation crowdfunding bas gradually attracted mote and more attention from individuals and organizations, there is little empirical research which explores the motivations to participate in it.Thats the reason why we perform the present research.We adopt social exchange theory (SET) to propose the research model that combines attitude variables as mediating constructs to predict individuals intention towards donation crowdfunding.We have applied structural equation model to analyse data which is collected from Zhongchou (www.zhongchou.com) lasting for a month.The conclusions of this study present academics a better understanding on the dynamics of individuals intention toward donation crowdfunding from a theoretical perspective, and it also provides insights for sponsors and platform designers to enhance individuals intention from a practical perspective.
Social exchange theory donation crowdfunding attitude donation intention
Yalan Li
School of Economic Information Engineering Southwestern University of Finance and Economics Chengdu,China
国际会议
郑州
英文
513-521
2018-09-21（万方平台首次上网日期，不代表论文的发表时间）