Research On The Influencing Factors Of Internet Charity Crowdfunding Based On The Perspective Of Mirror Theor

In 2016,the "Charity Law of the People’s Republic of China" came into effect,and China’s charity business has stepped into a track of sustainable and stable development.These platforms allow potential donors or people interested in philanthropy to browse or donate to projects on the platform.Data on donations through the Internet have been on the rise in recent years,with reports showing that in FY2020,charitable organizations in China raised over 8.2 billion yuan through Internet fundraising platforms,and over 10 billion people clicked,followed and participated in online donations,indicating the huge scale and growth potential of the charity sector,especially the online charity sector.However,to date,the IS discipline has not given much attention to this field.The current literature on crowdfunding focuses on equity crowdfunding,reward-based crowdfunding,etc.,and less on the field of public benefit crowdfunding.Most of the research on public interest crowdfunding focuses on information disclosure and the dissemination and sharing of crowdfunding information,with limited research on the content characteristics of crowdfunding projects,and the theoretical framework applied is often common to all types of crowdfunding research.There is no specific theoretical framework to explain the factors that influence donors’ decision making in the context of "no financial return" public service crowdfunding,driven by "altruistic" values.Based on this,this paper introduces mirror theory as a framework for research,which is a typical naturalistic decision-making theory that takes into account values or moral motivations beyond the economic ones of decision makers.Based on the mirror image of potential donors,we screen the factors that influence the decision making of donors on public service crowdfunding platforms,map the information and text narratives of projects to the mirror image of potential donors,and investigate how they influence the donation decisions of potential donors through the collection and analysis of empirical data.The study addresses three questions: first,to explore the influence of project information on potential donors’ donation decisions from a mirror theory perspective;second,to explore the specific mechanisms that may exist,i.e.,the moderating effect of the number of project updates on potential donors’ strategic mirroring;and third,to explore whether there is heterogeneity in the influence of donor mirroring on donation decisions among different types of projects.The main research method adopted in this study is a combination of theoretical and empirical research.Firstly,we combed and summarized the literature related to the mirror theory in the field of public service crowdfunding,understood the research direction and research dynamics in the academic community,and determined the direction and general framework of this study.Secondly,in terms of collecting and analyzing empirical data,this study uses Python as the scripting language and My SQL as the database for data processing,after which the collected and cleaned data are analyzed by SPSS,a regression model is built to verify the hypotheses,and the robustness of the model is tested by robustness tests.This paper innovatively introduces mirror theory into the field of public service crowdfunding,expanding the application area of mirror theory and providing a new theory to explain the donation decision of public service crowdfunding,contributing to the research of analyzing the factors influencing the success of projects in this field.In addition,this study can inspire fundraisers to make efforts to make the information presented fit the mirror image of potential donors when publishing project information in public service crowdfunding,which is an effective strategy to increase the attractiveness of projects and get more donors.