Open AccessExplaining Donation Behavior in Medical Crowdfunding in Social Media
Author(s) -
Zhengwei Huang,
Jun Ouyang,
Xiaohong Huang,
Yanni Yang,
Ling Lin
Publication year - 2021
Publication title -
sage open
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.357
H-Index - 32
ISSN - 2158-2440
DOI - 10.1177/21582440211014520
Subject(s) - donation , reciprocity (cultural anthropology) , social media , affect (linguistics) , social psychology , psychology , interpersonal communication , public relations , theory of planned behavior , advertising , internet privacy , control (management) , business , political science , computer science , communication , law , artificial intelligence
Medical crowdfunding in social media is growing to be a convenient, accessible, and secure manner to cover medical expenses. It differs from traditional donation initiatives and medical crowdfunding on non-social media platforms in that projects are disseminated via social media network and among acquaintances. Through semi-structured in-depth interviews on donation behaviors of 52 respondents, this study uses grounded theory to extract seven main categories that affect medical crowdfunding donation behavior in social media, namely interpersonal relationship, reciprocity of helping, attitude toward donation, perceived behavior control, perceived trust, project information, and characteristics of patients. In the spirit of Elaboration Likelihood Model, we develop a theoretical framework that the seven factors influence donation behavior in medical crowdfunding in social media via a central and a peripheral route.