Research On Impact Of Online Donation Platform Quality On Users' Intention To Participate In Charitable Donations

With the vigorous development of Internet technology,the online fundraising method based on "Internet+Charity" was conceived under the rapid development of the Internet.With its advantages of low participation cost,high efficiency,convenience and speed,the online donation platform provides new opportunities for the development of charity.However,with the rapid development of online fundraising,various online donation frauds,fraud and other fundraising chaos continue to appear,and the asymmetric information existing in online charity activities has also become the focus of attention of scholars.Under the premise of information asymmetry in public welfare projects,how to improve the intention of potential donors to donate has become a major research topic.Therefore,this article studies the influence of the quality of the online donation platform on the user's perception of the quality of public welfare projects and their intention to donate from the perspective of platform design.This study believes that under the premise of information asymmetry,the quality of the online donation platform serves as a powerful signal or clue that affects donors' perception of the quality of public welfare projects and their intention to donate to charity.Combined with the success model of the information system,a signal transmission model is formed from the quality of the platform to the quality of the perceived public welfare project to the intention to donate to charity.And combined with the ELM model,using helper's high as a moderating variable to further study the impact of helper's high(high vs.low)on the way of website visitor information processing,forming the main research framework of this article.The results of the study show that system quality and information content quality of the online donation platform significantly affect the perceived quality of public welfare projects and their intention to donate to charity.A multi-group analysis of helper's high as a moderating variable found that individuals with high helper's high measured the quality of public welfare projects and charitable donation intention from the perspective of the system quality of the online donation platform,while individuals with low helper's high were more likely to measure the quality of public welfare projects and charitable donations from the perspective of the system quality of online donation platform.Many people measure the quality of public welfare projects and the intention to donate from the perspective of the information content quality of online donation platform.This research provides some management enlightenment for designers and managers of online donation platform.