The Effects of Persuasive Communication Strategies and Campaign Images Used in Donation-Based Crowdfunding Project towards the Donating Intention Behavior
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Abstract
The research aimed to study the effects of two factors; a project description (rational and emotional message) and a campaign image (realistic and unrealistic image) used in the environmental project (Wildfire) posted on the donation-based Crowdfunding platform, Taejai.com towards the donating intention behavior of donors. In the experimental research, the 2x2 factorial design technique was applied in this study using TWO-ways ANOVA analysis to gather the research results. The data was collected in March 2021. There were 142 respondents in total from Chulalongkorn University. The findings indicated that a project description and a campaign image used in the environmental projects have no main effects and interaction effects towards the donating intention behavior of the potential donors. The potential donors were likely to show the same response to a rational and emotional message as well as a realistic and unrealistic image that the project owners used in communicating their projects on the donation-based Crowdfunding platform. To be specific, the potential donors were willing to have a monetary donation to the environmental projects posted on this platform no matter what kinds of messages and image the project owners used. In summary, it was implied that the potential donors probably used other factors in making the decisions to donate their money to the environmental projects posted on the donation-based Crowdfunding platform. In summary, it was implied that the potential donors probably used other factors in making the decisions to donate their money to the environmental projects posted on the donation-based Crowdfunding platform.
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