The Antecedents of Interest in Social Crowdfunding: Exploring the 8 Mechanisms that Drive Charitable Giving

Abstract

This study consists of an exploratory study of social crowdfunding using data collected from 302 participants in an online survey. The study investigates the relatively new phenomenon of social crowdfunding, specifically Kiva with a view to understanding antecedents of investor interest. Further, it looks at what role Bekkers & Wiepkings’s identified eight mechanisms play in predicting interest in these social crowdfunding platforms. What can be surmised is that some mechanisms, namely those of altruism, reputation, and efficacy do appear to be manifested with regards to both donation behaviours and intention or interest in social crowdfunding sites such as Kiva. Other mechanisms such as solicitation and psychological benefits appear to impact donation behaviour but not interest in using Kiva. Links between an awareness of need, costs and values in relation to Kiva could not be confirmed.