The Influence Of Crowdfunding Participation Level On Donation Intention

The raise is the product of the financial development of the Internet,public welfare and the raise as "Internet+financial and public welfare" innovative financing way into a new era of common prosperity,and an important driving force of social civilization,but the reality of developing personal contributions proportional deficiencies,still involved in people decline,donation willingness to wait for a phenomenon,academic study is lack of theory support and research method of the single problem.Based on the above background,this paper adopts literature analysis method,case study method and experimental research method,introduces theories such as signal theory,responsibility diffusion effect and public self-awareness,proposes the concept of "crowdfunding participation level",and divides it into two dimensions of "known participation level" and "perceived participation level".A theoretical model of how crowdfunding participation affects donation intention is established.Two 2×2 intergroup experiments were conducted to explore the influence of two dimensions of crowdfunding participation level on the dependent variable donation intention,and the moderating role of "public self-awareness" in the influence process of the two dimensions,as well as the mediating role of "responsibility diffusion effect" in the dimension of "perceived participation level".The research conclusions are as follows:(1)the known participation level of crowdfunding projects significantly affects donors’ willingness to donate,and the higher the known participation level is,the higher their willingness to donate.(2)The perceived participation level of crowdfunding projects significantly affects donors’willingness to donate,and the higher the perceived participation level,the lower the willingness to donate.(3)Public self-awareness has no moderating effect on the main effect under the known participation level dimension,but has a significant moderating effect under the perceived participation level dimension.Public self-awareness moderates the difference of donation intention under different perceived participation levels.(4)The diffusion effect of responsibility plays a mediating role in the influence of perceived participation level on donation intention.In the theoretical sense,this paper enriches the research fields and methods of public welfare crowdfunding,and promotes discipline innovation through the cross research of psychology and finance.In a practical sense,it provides experimental evidence for page information optimization of public welfare crowdfunding platforms,promotes platform innovation and improves fundraising efficiency.