Signaling trust and reputation: The effect of certification and crowdfunding on donation intention for social entrepreneurship
DOI:
https://doi.org/10.24883/eagleSustainable.v14i.454Keywords:
Social entrepreneurship, Transparency, Crowdfunding platform, Social projects, Multiple regression analysisAbstract
Purpose: This study investigated the effect of external certification and registration on a crowdfunding platform on donation intentions for social projects, mediated by trust and reputation.
Methodology/approach: This study employed a full-factorial vignette-based experiment. Participants were 151 potential donators. The hypotheses were tested through multiple regression analysis.
Originality/Relevance: This study is one of the first to analyze the role of trust and reputation in mediating the effect of external certification and registration on a crowdfunding platform on donation intentions for social projects.
Key findings: The results show that external certification and registration on crowdfunding platforms increase a project's trust and reputation, thus elevating donation intentions.
Theoretical/methodological contributions: These findings highlight the importance of credibility and transparency signals in donor behavior. The research underscores how trust elements can positively influence donation decisions for social initiatives.
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