Abstract

This research, based on a survey of 357 college students, employED a 2 x 2 x 2 between-subject factorial design to explore relationships between self-efficacy, social identification, involvement, and donation intention. Results revealed that while high self-efficacy correlated with stronger e-Word-of-Mouth intention, it did not significantly impact donation intention. Conversely, both high social identification and high involvement significantly correlated with stronger donation and e-Word-of-Mouth intentions. These findings provide valuable insights for campaign creators, platform administrators, and philanthropic organizations. Recognizing critical roles of self-efficacy, social identification, and involvement could allow stakeholders to design more effective fundraising campaigns, foster a sense of community, and tailor approaches to align with motivations and preferences of potential donors. This research enhances our understanding of the nuanced dynamics shaping donation intention in donation-based crowdfunding platforms, bridging the gap between academic inquiry and practical implications for the evolving landscape of online philanthropy.