Research On Influencing Factors Of Donation Intention And Behavior In Social Media Charity Crowdfunding Projects

Theory of Planned Behavior(TPB)is widely used in some literature on individual behavior.But it is still blank to use this theory to study social media charity crowdfunding donation,which has novel characteristics compared with traditional donation.The purpose of this paper is to investigate the main influencing factors and identify the influencing paths of social media users’ donation behavior in crowdfunding.By combining the theory of planned behavior and trust theory,this paper proposes four possible influencing factors:attitude towards donation,subjective norm(including prescriptive norm and descriptive norm),perceived behavioral control(including economic condition and media application ability)and trust(including social network interpersonal trust and social crowdfunding platform trust).Based on 510 valid questionnaires,this study shows that most social media users have donated money to charity crowdfunding projects,but the overall donation frequency is low.The results of quantative analysis suggest that the dependent variable of donation intention is significantly affected by prescriptive norm,attitude towards donation,social network interpersonal trust,crowdfunding platform trust,media application ability,and descriptive norm.As for the dependent variable of donation behavior,only donation intention and economic condition have significant effects.The results also suggest that there are significant differences in social media crowdfunding behavior among different age,income level and jobs groups.At the end of this paper,practical suggestions on improving the enthusiasm of donations are offered to organizers of charity crowdfunding.