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How do IT affordances support behavioral intention in charitable crowdfunding? The mediating effects of donor perceptions and motivations

Huifang Jiao (School of Management, Shenzhen Institute of Information Technology, Shenzhen, China)
Wenzhi Tang (School of Economics and Management, Hefei University, Hefei, China)
Tianzhuo Liu (School of Management, University of Science and Technology of China, Hefei, China)
Xuan Wang (College of Management, Shenzhen University, Shenzhen, China)
Lijun Ma (College of Management and Institute of Big Data, Intelligent Management and Decision, Shenzhen University, Shenzhen, China)

Kybernetes

ISSN: 0368-492X

Article publication date: 29 July 2021

Issue publication date: 29 November 2022

349

Abstract

Purpose

Social media technology has changed donors' decision-making process in online philanthropy compared with traditional charity. How do IT affordances support donor perceptions and motivations in charitable crowdfunding? The purpose of this study is to explore how the five sub-dimensions of charitable crowdfunding IT affordances (i.e. visibility, association, meta-voicing, trading and security) afford initiators and platforms in motivating donors to support charitable crowdfunding projects.

Design/methodology/approach

This paper uses a quantitative research approach. An online survey was conducted to collect research data from WeChat users who had experienced charitable crowdfunding. A sample of 344 valid responses were received and analyzed.

Findings

The results show that four of the five IT affordances facilitate donors' perceptions (perceived emotions and trust) and motivations (intrinsic motivations and extrinsic motivations), and thereby increase behavioral intention on supporting charitable crowdfunding projects.

Originality/value

This study advances the affordances and online charity literature by examining the antecedents and outcome of perceptions and motivations that determining behavioral intention in more detail. The authors’ findings not only benefit researchers in explaining how technology helps donors perceiving projects and motivating them to donate online, but also assists practitioners in developing better charitable crowdfunding management strategy.

Keywords

Acknowledgements

Funding: This work was supported by the National Natural Science Foundation of China under Grants 71904129, 71871145, and 71874171; the China Postdoctoral Science Foundation under Grant 2018M643186.

Citation

Jiao, H., Tang, W., Liu, T., Wang, X. and Ma, L. (2022), "How do IT affordances support behavioral intention in charitable crowdfunding? The mediating effects of donor perceptions and motivations", Kybernetes, Vol. 51 No. 11, pp. 3172-3200. https://doi.org/10.1108/K-09-2020-0575

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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