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How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding

Theerthaana P. (MBA Department, Loyola Institute of Business Administration (LIBA), Chennai, India)
Hansa Lysander Manohar (Department of Management Studies, Anna University, Chennai, India)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 11 May 2021

Issue publication date: 21 June 2021

412

Abstract

Purpose

The concept of donation crowdfunding has been drawing enormous attention as it connects donors worldwide in a shorter time at a relatively lower cost. This paper aims to integrate two unified theories, namely, behavioral finance and unified theory of acceptance and use of technology model, to investigate on the motivators and deterrents that influence prospective donors to adopt and use donation crowdfunding. The study also substantiates the significance of donors’ behavioral biases through the moderating effect in the crowdfunding adoption process.

Design/methodology/approach

The study used survey method for data collection and the data set was obtained from the sample of respondents belonging to India and Bangladesh. The proposed structural equation modeling is tested using SPSS 23.0 and AMOS 23.0.

Findings

The study reveals that performance expectancy, effort expectancy, facilitating conditions and trust significantly enhance the intention to adopt donation crowdfunding. Also, biases including overconfidence bias, herding bias and regret aversion bias are found to have significant moderating effects on the relationship between the behavioral intention to adopt donation crowdfunding and use behavior.

Practical implications

By investigating motivators and deterrents of the adoption of donation crowdfunding, the study renders lucrative insights for the donation crowdfunders in devising a donation fundraising campaign that motivates the prospective donors to provide financial contribution.

Originality/value

The study establishes its novelty in explaining the adoption behavior of donation crowdfunding with behavioral bias moderators as a theoretical paradigm. Furthermore, the unified theory of acceptance and use of technology model is extended by introducing, the variable “trust,” while studying the adoption behavior of donation crowdfunding.

Keywords

Citation

P., T. and Lysander Manohar, H. (2021), "How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding", Journal of Research in Interactive Marketing, Vol. 15 No. 2, pp. 243-266. https://doi.org/10.1108/JRIM-06-2019-0097

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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