Benefits of Give Circle: Exploring the impact of collaborative redistribution platforms on user willingness to donate to charity and tendency towards consumer minimalism

Abstract

This study investigated the motivations of Taiwanese consumers who choose to redistribute their possessions via Give Circle, a free collaborative redistribution platform. We aimed to understand why users prefer using a free platform to donate and solicit items over traditional second-hand exchange platforms. Additionally, we sought to identify the behavioral changes that occur from using this platform within the context of the sharing economy. A mixed-methods approach was adopted, starting with semi-structured interviews with frequent users of the platform to identify independent and dependent variables for the formal research framework. Based on this evidence, we selected the extended UTAUT2 model and gamification affordance theory to explore the factors of continued use intentions. We applied structural equation modeling to 691 valid questionnaires. Predictors of continued use intentions included performance expectations, convenience, time and effort investment, and autonomy and self-expression. Continued use intention positively influenced charitable donation behavior and consumers' minimalist tendencies. These findings represent a novel contribution to the literature on the sharing economy, filling gaps in research on non-monetary collaborative redistribution platforms, extending the application of the UTAUT2 model, and deepening our understanding of consumer psychology and behavioral patterns in Asian Chinese societies.