The Kindness of Strangers? An Investigation into the Interaction of Funder Motivations in Online Crowdfunding Campaigns
The Kindness of Strangers? An Investigation into the Interaction of Funder Motivations in Online Crowdfunding Campaigns
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DOI：
10.1111/kykl.12167
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发表时间：
2018-05-01
期刊：
影响因子：
1.9
通讯作者：
Kang, Soong Moon
中科院分区：
文献类型：
--
作者：
Cox, Joe;Thang Nguyen;Kang, Soong Moon
本研究探讨了在线众筹活动的贡献者之间的动机的相互作用。基于对慈善行为的文献证据，我们认为，资助者的行为很可能是由内在的，外在的和形象提升的动机相结合。我们通过分析基于在线奖励的众筹平台的数据，对这些因素之间的关系进行实证调查。这些数据不仅揭示了个人对筹款活动捐款的货币价值，而且还表明了基于所选择的物质奖励（如果有的话）和是否匿名捐款的决定的动机的特定组合。我们发现，外部激励的资助者通常比内部激励的资助者做出更大的贡献，这并不意味着存在挤出效应，物质激励的存在。我们进一步表明，命名资助者的内在动机比匿名资助者的内在动机，而同样的行为模式是没有观察到外部动机的资助者。因此，我们的研究证据表明，形象的关注与内在和外在的动机以不同的方式相互作用。
This study investigates the interaction of motivations among contributors to online crowdfunding campaigns. Based on evidence from the literature on philanthropic behaviour, we argue that funder behaviour is likely to be driven by a combination of intrinsic, extrinsic and image enhancement motivations. We undertake an empirical investigation into the relationships between these factors by analysing data from an online rewards-based crowdfunding platform. These data not only reveal the monetary values of individual contributions to fundraising campaigns but also indicate particular combinations of motivations based on the material reward selected (if any) and the decision as to whether or not to contribute anonymously. We find that extrinsically motivated funders generally make larger contributions than intrinsically motivated funders, which does not suggest the presence of a crowding-out' effect given the presence of material incentives. We further show that named funders with intrinsic motivations contribute more than anonymous funders with intrinsic motivations, whereas the same pattern of behaviour is not observed among extrinsically motivated funders. The evidence from our study therefore suggests that image concerns interact with intrinsic and extrinsic motivations in different ways.