Factors Influencing Donation Intention to Personal Medical Crowdfunding Projects Appearing on MSNS

This purpose of this study is to develop a research model by extending the theory of planned behavior in a new application context, and applies it to investigate the extrinsic factors influencing people’s attitude towards donating to medical crowdfunding projects appearing on mobile social networking sites (MSNS) and their intention to donate. A survey of 356 Chinese users was conducted and structural equation modeling was used to validate the proposed model and hypotheses. The results indicate that project information, retweeter information and MSNS information all have the significant effect on the general attitude towards donating to medical crowdfunding projects, and general attitude positively affects people’s donation intention. In addition, perceived behavioral control also has positive effect on people’s donation intention, while experienced donating to medical crowdfunding projects has negative effect on people’s donation intention. The research findings provide important theoretical and practical implications.