A Study on the Influencing Factors of Individuals' Intention to Donate in Charitable Crowdfunding

Charity crowdfunding has become one of the most important donation channels in the Internet age. Faced with complex personality traits, can charity crowdfunding platforms attract a wide range of people to make donations? By integrating personality theory with cognitivist learning theory (SOR), and with the help of 449 questionnaire data, this paper examines the psychological mechanisms of altruistic and egoistic personality traits participating in crowdfunding donations and reveals the mediating role of media cognition and donation cognition. The study found that individuals with both altruistic and egoistic personality characteristics have the intention to donate in the context of crowdfunding platforms, and the formation of the intention to donate depends on the individual's cognition of crowdfunding donations, including the cognition of crowdfunding (media trust perception) and perception of donation (donation motivation), specifically, in the relationship between personality characteristics and donation intention, the three media trusts (donation platform trust perception, project initiator trust perception, and project text content trust perception) and three kinds of donation motivations (sympathy, guilt, and satisfaction) play an important mediating role, and the mediating mechanisms of altruistic and egoistic personality are slightly different. The research results have certain implications for the development of philanthropy in the Internet context.