Journal
FRONTIERS IN PSYCHOLOGY
Volume 13, Issue -, Pages -Publisher
FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2022.944043
Keywords
online charity crowdfunding; crowdfunding performance; social capital; social recommendation; Sina MicroBlog; prosocial behavior; reciprocity
Categories
Funding
- National Social Science Fund of China
- Cultivation Programmer for Young Backbone Teachers in Colleges and Universities in Henan Province
- Humanities and Social Science Research in Colleges and Universities in Henan Province
- Innovation Training Program for College Students in Henan Province
- Research and Practice Project of Undergraduate Education and Teaching Reform in Henan University of Technology
- High level talent fund project of Henan University of Technology
- [21BGL238]
- [2020GGJS087]
- [2021-ZZJH-076]
- [2023-ZDJH-024]
- [202210463048]
- [JXYJ2021021]
- [2019SBS007]
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With the increasing number of online charity donations, research on the influencing factors of individual donation behavior has become an important topic. This study explores the influence of social capital, social recommendation, and other signals on charity crowdfunding performance. The research found that both external and internal social capital can significantly improve the fundraising performance of crowdfunding projects. Projects with more social recommendations are more likely to obtain financial support, especially in the case of medical aid crowdfunding projects.
With the increasing number of online charity donations, research on the influencing factors of individual donation behavior has become an important topic. Social interaction information in crowdfunding has become an essential basis for potential backers to make decisions. It provides new research space for charity crowdfunding and social capital theory. The primary purpose of this study is to explore the influence of social capital, social recommendation, and other signals on charity crowdfunding performance. We obtain 4,780 project information on the charity crowdfunding of Sina MicroBlog through data collection procedures. Our research found that both external social capital and internal capital can significantly improve the fundraising performance of crowdfunding projects. Projects with more social recommendations are more likely to obtain financial support. In the case of Medical aid crowdfunding projects, the positive promotion effect of social recommendations on project fundraising ability is enhanced. To get more effective support for crowdfunding projects, it is necessary to pay attention to the construction of social capital and the cultivation of its reputation to obtain the recognition of potential backers.
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