Factors Influencing the Individual Donor’s Intention to Donate to Donation-Based Crowdfunding Campaigns: An Empirical Study Using the UTAUT Model

Abstract

Purpose – The objective of this research is to investigate the donor’s behaviour by applying the UTAUT (Unified Theory of Acceptance and Use of Technology) and to propose a research pattern that predicts the individual’s donor intentions to donate towards donation-based crowdfunding campaigns in India.

Design/Methodology/Approach – The Empirical data gathered through an online survey. The facts gathered from actual and potential donors who likely to take part in online philanthropy was analysed using PLS-SEM Model. 

Findings – The data shows that donor’s intentions to contribute to donation-based crowdfunding campaigns are highly influenced by performance expectations, social influence and a sense of trust. The effect of performance expectations and effort expectations have an adverse effect on donors' intentions.

Research limitations/implications – The focal point of the present investigation is on the potential donors. In the future scope of research, it will be evident if there are distinctions with respect to the real donors. This study examines the implications for potential donor’s intentions to donate towards donation-based crowdfunding campaigns. 

Practical implications – The study provides suggestions for crowdfunding platforms on how to improve their functions and attract new donors to campaigns and it gives campaign creators insight into the elements that funders take in to account and how to enhance donor’s willingness to make monetary donation on platforms for charitable crowdfunding and the campaign’s total success rate, which gives a win-win approach to all related parties.

Originality/value – The conclusions of this study provide academics, researchers, crowdfunding platforms and campaign creators with a more thorough understanding of the factors that drive individual donor donations. This study further expands the UTAUT in the context of donation crowdfunding, which improves its effectiveness in explaining the behavioural intentions of donors. These theories may be an important part of future information systems and related behavioural science research.