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.

中文翻译：

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IT 可供性如何支持慈善众筹中的行为意图？捐助者观念和动机的中介作用

目的

与传统慈善相比，社交媒体技术改变了在线慈善捐赠者的决策过程。IT 可供性如何支持慈善众筹中捐助者的看法和动机？本研究的目的是探索慈善众筹 IT 功能的五个子维度（即可见性、关联、元声音、交易和安全性）如何为发起人和平台提供激励，以激励捐助者支持慈善众筹项目。

设计/方法/方法

本文采用定量研究方法。进行了一项在线调查，以收集经历过慈善众筹的微信用户的研究数据。收到并分析了 344 份有效回复的样本。

发现

结果表明，五个 IT 可供性中的四个促进了捐助者的感知（感知情绪和信任）和动机（内在动机和外在动机），从而增加了支持慈善众筹项目的行为意愿。

原创性/价值

本研究通过更详细地检查决定行为意图的感知和动机的前因和结果，推进了可供性和在线慈善文献。作者的发现不仅有利于研究人员解释技术如何帮助捐赠者感知项目并激励他们在线捐赠，而且有助于从业者制定更好的慈善众筹管理策略。