A Study on the Influence of Donor-recipient Relationship on Donation Amount in Online Donation Crowdfunding

doi:10.15936/j.cnki.1008-3758.2020.01.007

Abstract

Abstract: The rise of online donation crowdfunding platforms has changed the traditional acquaintance charity. The donor-recipient relationship still plays an important role in online donation crowdfunding. This research focuses on the situation of online donation crowdfunding and explores the mechanism of the effect of the relationship between the donors and the recipients on the donation amount through experiments. The results indicate that in online donation crowdfunding platforms， there are two ways for the donor-recipient relationship to influence the donation amount. When the donor and the recipient are in an estranged relationship， the donor will donate through self-promotion motivation. When the donor and recipient are in a close relationship， the donor will donate through altruistic motives， and the donation amount is higher than that of the estranged relationship. Donor's moral identity and fundraising people's interpersonal attraction will regulate the relationship between the donor-recipient relationship type and the donation amount.

Key words: online donation crowdfunding, relationship type, moral identity, interpersonal attraction

CLC Number:

C939

ZHANG Ying， ZHOU Yan-feng， GAO Yin-bin. A Study on the Influence of Donor-recipient Relationship on Donation Amount in Online Donation Crowdfunding[J]. Journal of Northeastern University(Social Science), 2020, 22(1): 49-57.

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