Behl Abhishek, Sampat Brinda, Raj Sahil
Management Development Institute, Gurgaon, India.
NMIMS Global Access School for Continuing Education (NGASCE), NMIMS University, Mumbai, India.
Ann Oper Res. 2023 Jan 30:1-29. doi: 10.1007/s10479-023-05197-6.
The COVID-19 pandemic has impacted the financial well-being of people and the world's economy. Crowdfunding is a prominent contributor to this pandemic's adverse effects. Donations on crowdfunding platforms have received attention; however, repeated donations, especially during COVID-19, need to be studied. This study aims to understand the role of reward-based gamification as a tool for understanding repeated donation behaviour on crowdfunding platforms during COVID-19. The study uses the self-determination theory to propose the conceptual framework and uses cross sectional data from 514 donors using survey based instruments. This study aims to understand the role of social relatedness with donors' intrinsic motivation to make repeated donations. Similarly, it tries to establish the role of social relatedness and engagement with repeated donation behaviour. The study uses reward-based gamification as moderating variables, and the model controls the experience of donating on crowdfunding platforms. The results confirm the relationship between social relatedness impacting a donor's intrinsic motivation and engagement in crowdfunding platform activities leading to repeated donation behaviour. The study further establishes that reward-based gamification moderates the relationship between intrinsic motivation and repeated donation behaviour. The results reveal that the experience of donating impacts the users' repeated donations. The study presents new insights on the role of gamification in inducing repeated donations on crowdfunding platforms during COVID-19.
新冠疫情对人们的财务状况和世界经济产生了影响。众筹是这场疫情负面影响的一个突出因素。众筹平台上的捐赠受到了关注；然而，重复捐赠，尤其是在新冠疫情期间的重复捐赠，需要进行研究。本研究旨在了解基于奖励的游戏化作为一种工具在理解新冠疫情期间众筹平台上重复捐赠行为方面所起的作用。该研究运用自我决定理论提出概念框架，并使用基于调查工具从514名捐赠者那里获取的横截面数据。本研究旨在了解社会关联性与捐赠者进行重复捐赠的内在动机之间的关系。同样，它试图确立社会关联性以及参与度与重复捐赠行为之间的关系。该研究将基于奖励的游戏化用作调节变量，并且该模型控制在众筹平台上捐赠的体验。结果证实了社会关联性影响捐赠者的内在动机以及参与众筹平台活动从而导致重复捐赠行为之间的关系。该研究进一步确定基于奖励的游戏化调节了内在动机与重复捐赠行为之间的关系。结果显示捐赠体验会影响用户的重复捐赠。该研究就游戏化在新冠疫情期间诱导众筹平台上的重复捐赠方面所起的作用提出了新的见解。
