Study On People's Intention To Participate In Donation-based Crowdfunding Based On Structural Equation Model

Online crowdfunding has developed rapidly in China in recent years,and donation-based crowdfunding can attract more people to participate.However,despite the fact that the scale of donation-based crowdfunding increase and the number and rate of successful projects rise sharply,the number of participants has declined.The thesis study the key factors that influence people's intention to participate in donation-based crowdfunding.It is very meaningful for promoting the positive development of donation-based crowdfunding.The thesis constructed a theoretical model of people's intention to participate in donation-based crowdfunding based on the theory of planned behavior and geographical tendency.At the same time,Based on the existing research,the corresponding research hypothesis were put forward and the questionnaire was designed.The data were obtained by surveying network users,and empirical analysis was conducted based on the structural equation model method.The main conclusions of empirical analysis are as follows:1.The three core constructs,individuals' attitudes,subjective norms,and perceived behavioral controls toward participating in donation-based crowdfunding,have a significant effect on their intention to participate in donation-based crowdfunding.The effect of attitudes towards participating in donation-based crowdfunding is the greatest,then subjective norms,and last,perceived behavioral control.2.Geographical tendency have a significant effect on people's intention to participate in donation-based crowdfunding.Individual's preference for the location of the project will affect the intention to contact and participate in donation-based projects.3.Perceptions on donation-based projects,perceptions on nonprofit organizations or individuals,and perceived security of Internet respectively have significant influence on attitudes towards participating in donation-based crowdfunding.4.The popularity of donation-based projects can significantly affect subjective norms.5.Perceived convenience can significantly affect individual's perception of behavior control.The main academic contributions of this thesis include:1.The results of empirical analysis in this thesis show that adding geographical tendency into the theory of planned behaviors has significant explanatory capability for people's intention to participate in donation-based crowdfunding.The proposed model is very valuable to the study on people's intention to participate in donation-based crowdfunding.2.Considering the characteristics of donation-based crowdfunding on the Internet,it is an improvement that taking perceptions of technology's security as one of the factors affecting people's attitude towards donation-based crowdfunding in this thesis compared with existing research.3.The theoretical model of people's intention to participate in donation-based crowdfunding is verified through questionnaire survey method.The conclusions of empirical analysis improved the online donation-based crowdfunding research.Finally,according to empirical results,suggestions are put forward in order to help donation-based crowdfunding projects succeed:1.The sponsors of donation-based crowdfunding projects should display public welfare nature of projects,management ability and credibility of charity organization or individual,as well as the detailed planning of project implementation to supporters of donation-based crowdfunding project so that they can support the project maximally.2.Focus on targeted pushing and interaction in the promotion.Online promotion should focus on pushing the project's instant dynamics among people who followed each other,and offline promotion should focus on the interpersonal network.3.It is better that the launching and implementing location of donation-based crowdfunding project is close to investors so that the needs of observation,contact and participation from supporters can be fulfilled.