1. UKM Learning and Research Repository
2. PHD Thesis / Tesis PHD
3. Faculty of Economy and Management / Fakulti Ekonomi dan Pengurusan

Title:	Influence of platform features, gamification, experience and trust on intention to donate using crowdfunding platform : moderating role of crowdfunding project identification
Authors:	Nur Aqilah Hazirah Mohd Anim (P94624)
Supervisor:	Nor Asiah Omar, Prof. Dr.
Keywords:	Crowdfunding Donation Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	13-Jul-2021
Description:	The concept of crowdfunding has been practiced for decades; however, since the emergence of the Internet and online payment method, crowdfunding platforms are a relatively new technique in obtaining funds. Collecting funds from the public using the crowdfunding platform has excellent benefits compared to the traditional fundraising method. Despite the potential of the crowdfunding platform in securing funds, the participation among contributors to support the projects in the platform is decreasing due to low participation among contributors. If this trend continues, it will jeopardize the community-based crowdfunding industry in Malaysia. Hence, this study put an effort to investigate factors that influence the intention to donate using the crowdfunding platform. This study proposed 15 hypotheses that predict eight direct relationships, six mediation effects, and one moderating effect. The model integrates the Stimulus-Organism-Response model and Social Identity Theory to explain the relationships. Specifically, Utilitarian Features, Hedonic Features, and Gamification are the stimulus, while User Experience and Trust in Platform represent the organism and Intention to Donate Using Crowdfunding Platform is the response. Subsequently, the model introduced Crowdfunding Project Identification, which develops specifically for this study to be the moderating variable in the relationship of Trust in Platforms and Intention to Donate Using Crowdfunding Platform. The factor exploration and dimension confirmation process for the construct is divided into four stages. Study 1 was purposely to generate the items using the deductive approach based on a theoretical basis and previous literature related to identification in the crowdfunding domain. Study 2 involves the evaluation of the items based on expert validation. Four experts were invited to review the initial pool items. Study 3 was conducted to purify the items through Exploratory Factor Analysis using SPSS 25 and Confirmatory Factor Analysis using AMOS version 24. Finally, Study 4 involves scale reliability and validity as well as the scale dimensionality. The factor exploration and dimension confirmation procedure confirmed that Crowdfunding Project Identification contains 11 items with three reflective multi-dimensional constructs: reward identification, social identification, and spiritual identification. The research model was then empirically tested using the online survey involving 315 individuals who are aware of crowdfunding activities using crowdfunding platform. SPSS 25 and SmartPLS 3.0 were used to test the proposed research hypotheses. The empirical results of this study lead to several significant findings. In terms of the direct effects, Utilitarian Features, Hedonic Features, and Gamification were found to be positively related to User Experience and Trust in Platform. Further, User Experience and Trust in Platform have positive significant relationship with Intention to Donate Using Crowdfunding Platform. The indirect effects show that User Experience and Trust in Platform significantly mediates the relationship between Utilitarian Features, Hedonic Features, and Gamification towards Intention to Donate Using Crowdfunding Platforms. Finally, the results also reveal that Crowdfunding Project Identification has significant moderating effect between the relationship of Trust in Platform and Intention to Donate Using Crowdfunding Platform. This research illustrates several important theoretical contributions to crowdfunding perspectives particularly in understanding the role crowdfunding platforms. Practical implications towards the crowdfunding platform operators and policymakers were discussed, and several potential avenues for future research were identified and proposed.,Ph.D
Pages:	330
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Economy and Management / Fakulti Ekonomi dan Pengurusan

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