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Why do people donate to online health crowdfunding?

Demandt, Kim (2019) Why do people donate to online health crowdfunding?

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Abstract:Despite the growing popularity of online health crowdfunding, there is still a lack of research into the factors that influence why people donate, without getting a reward in return. Most literature focusses on motivations for reward based donations, which will give different motivators for why people donate. Research shows that motivation, which is conceptualized by injustice, identity and efficacy, social networks and health consciousness might be influencers of why people donate for online health crowdfunding. This has led to the following research question: How do motivations, social networks and health consciousness explain why people donate to non-reward-based health crowdfunding campaigns? The main finding of this research is that social ties influence the factors of why people donate. If there is a strong tie between the donor and the patient, meaning they are family or close friends, this could be enough to explain why the donation was made. When there is a latent tie between the donor and the patient, meaning the connection has not been activated by interaction, the main influencing factors that explain why they have donated are identity and high level of health consciousness.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:01 general works
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/78580
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