Donors Behaviour towards Donation Based Crowdfunding: An Empirical Study using Extended Theory of Planned Behaviour

Abstract

Philanthropy includes practices and deeds that are signs of a voluntarily committed effort to improve the lives of others. The idea of philanthropy can solve all of the major problems in the economy. Recently, online philanthropy (donation-based crowdfunding) has gained its own importance. The present study is primarily focused on the backers or donors point of view. The objective of the study focused on understanding the behaviour pattern and intentions of potential and actual donors towards the donation based model by the Extended Theory of Planned Behaviour. Data was gathered from 207 responses via a carefully constructed questionnaire include Theory of Planned Behaviour factors. Data responses that fulfilled the requirements were carefully selected for analysis. The data were analysed using SPSS and SmartPLS 4.0. Statistical tools such as descriptive statistics, confirmatory factor analysis and path analysis are used. The factors such as attitude, perceived behaviour control, subjective norms, self-identity and cognitive based trust have significantly positive influences on donation intention.