Research On The Impact Of Individual Perception Of Community Donation-based Crowdfunding On Donation Intention

In recent years,the donation market by individual and non-profit organizations in China grew rapidly,but there is still a big gap compared with foreign countries.Although most donation in China was organized by the communities or companies,there is still lack of systematic research on the mechanism and impact factors on decision to make such donation,let it along the theoretical support.Currently,many online communities have been established to replace the real communities.Their establishment has been changing the way people lived and communicated,as well as the traditional methods of fundraising.Donations through online community is gradually replacing donations from offline organizations and become an important channel for non-profit organizations to fund philanthropic projects.The purpose of this paper is to explore the factors influencing the donation intention towards donation-based crowdfunding projects by individual perception,and provide theoretical support for nonprofit organizations and communities to better align such donation-based crowdfunding project with the community needs.After reading relevant literatures on donation intention,philanthropic project,online communities,and face culture,this paper proposes a model based on cognitive theory and group dynamics that influences the individual donation intention towards donation-based crowdfunding project.The individual donation intention was generally developed through three stages: perception of stimulation,cognition of behavior,and intention to donate.It is proposed the donation-based crowdfunding project attributes perception(such as the perception of project's effectiveness,participation,relevance,value consistence,importance)and community dynamic characteristics perception(such as leadership,value alignment,cohesion,roles)will all directly affect individual donations intention,or indirectly influence the donation intention by behavioral attitudes,subjective norms,and perceived behavioral control.In addition,considering that this article is a study of social donation behavior in China,this paper introduces “face consciousness” as a variable to study the individual donation intention.This paper will adopt questionnaire and survey to formulate the theoretical models.This paper found a positive correlation between personal perception of donation-based crowdfunding projects posted by community and individual donation intention.The results indicate that the donation-based crowdfunding project attributes perception and community dynamic characteristics perception have significant positive influence on individual donation intention,especially the community dynamic characteristics have greater influence.Secondly,this article performed linear regression analysis on various factors,the results suggested that the community leader perception have the greatest contribution towards the donation intention while the value matched-degree perception is the least.Furthermore,a multiple linear regression analysis is performed using mediates behavioral attitudes(evaluating attitudes and emotional attitudes),subjective norms(descriptive norms,moral norms,injunctive norms),and perceived behavioral control(perceived controllability and perceived self-efficacy).The results showed all attributes,except injunctive norms and perceived behavioral controllability norm,will impact individual's donation intention.Finally,face consciousness has a positive moderating effect on the process of individuals perceptions impact donation intention.Based on the above findings,the paper suggests for donation-based crowdfunding project design and community project post to develop individual donation intention,which include focus on target market,enrich the design content,select crowdfunding platform,establish communication platform,reinforce leadership,define community to motivate community donation,encourage community interaction,emphasizes common interest.