مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری رشته مدیریت فناوری اطلاعات دانشگاه علامه طباطبایی تهران؛ایران

2 استادگروه مدیریت عملیات و فناوری اطلاعات، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

3 دانشیارگروه مدیریت عملیات و فناوری اطلاعات، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

4 دانشیارگروه مدیریت عملیات و فناوری اطلاعات دانشکده مدیریت وحسابداری، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

تأمین مالی جمعی راهکاری اثربخش برای دستیابی به هدف‌های غیرانتفاعی مؤسسات خیریه است که با به‌کارگیری فناوری اطلاعات و ارتباطات قابل‌گسترش است. این مطالعه باهدف ارائه مدل قصد اهدای آنلاین جهت تأمین مالی جمعی مؤسسات خیریه در ایران انجام شد.‌ پژوهش حاضر ازنظر هدف یک پژوهش کاربردی-توسعه‌ای است و از منظر شیوه گردآوری داده‌ها یک پژوهش پیمایشی مقطعی محسوب می‌شود. جامعه مشارکت‌کنندگان در بخش کیفی شامل مدیران مؤسسات خیریه و اساتید دانشگاهی است. نمونه‌گیری با روش هدفمند انجام و با 10 مصاحبه اشباع نظری حاصل شد. در بخش کمی نیز از دیدگاه 357 نفر از خیرین و نیکوکاران استفاده شد. ابزار جمع‌آوری داده‌ها، مصاحبه نیمه ‌ساختاریافته و پرسشنامه محقق‌ ساخته می‌باشد. برای تجزیه‌وتحلیل داده‌های گردآوری‌شده از روش تحلیل کیفی مضمون و حداقل مربعات جزئی استفاده شد. یافته‌های پژوهشی نشان داد شرایط تسهیل‌کننده زیرساخت فنی، کیفیت و شفافیت اطلاعات وب‌سایت و امنیت سایت و اپلیکیشن و حفظ حریم خصوصی بر ریسک ادراک‌شده تأثیر می‌گذارند. ریسک ادراک‌شده بر انتظار تلاش و لذت کمک به دیگران اثر گذاشته و به انتظار عملکرد و تأثیر اجتماعی منجر می‌شوند. درنهایت از طریق اعتماد قصد اهدای آنلاین تقویت می‌شود.
\

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A model for online donation intention for crowdfunding of charities in Iran

نویسندگان [English]

  • Mohammadakbar Sheikhzadeh 1
  • Mohammad Taghi Taghavifard 2
  • iman raeisivanani 3
  • Jahanyar Bamdadsoofi 4

1 Ph.D. Student, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

2 2. Professor, Department of Operations Management and Information Technology, Faculty off Management and Accounting, Allameh Tabataba'i University, Tehran, Iran Corresponding Author: dr.taghavifard@gmail.com

3 Associate Professor, Department of Operations Management and Information Technology, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

4 Associate Professor, Department of Operations Management and Information Technology, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

چکیده [English]

Crowdfunding is an effective way to achieve the non-profit goals of the charities which can be expanded using information and communication technology. In this regard, this study was conducted with the aim of providing an online donation intention model for collective financing of charitable institutions in Iran. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the data collection point of view. The statistical population in the qualitative section includes managers of charity institutions and university professors. Sampling was done using a purposeful method and theoretical saturation with 10 interviews. In the quantitative section, the views of 357 benefactors were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. To analyze the collected data, qualitative thematic analysis and partial least squares were used. The research findings showed that the technical infrastructure facilitating conditions, the quality and transparency of the website information, the security of the site and the application, and the preservation of privacy affect the perceived risk. Perceived risk affects the expectation of effort and the pleasure of helping others and leads to the expectation of performance and social influence. Finally, online donation intention is strengthened through trust.

Introduction

Today, charity institutions in the country can expose to the various needs of the needy to the public using crowdfunding platforms, so that with the participation of people the necessary financial resources are provided and the problems of the needy and the deprived are solved. In this field, practical and scientific activities have also been carried out however one of the most important issues neglected from the researchers’ view point and activists in this field is the discussion of the desire or intention of online donation among benefactors. The best online donation platforms and the use of the latest technologies are not enough to attract public participation, and it is not easy to encourage and motivate people to donate online. This issue itself can be discussed from various aspects. On the one hand, the basic element of this method of financing is the maximum participation of people, and on the other hand, members of the society have little knowledge about the issue and do not have much desire to attend such calls.
Therefore, in general, it can be said that the intention to donate online is a fundamental factor in the success of the efforts of the country's charities for crowdfunding. The basic question of this research is that: what is the online donation intention model for collective financing of charities in Iran?

Literature Review

Crowdfunding is an alternative way to finance a project with specific goals at a specific time through an online platform. The phenomenon of crowdfunding is emerging in the field of financing resources, goods and services in the modern digital field (Jiao and Yue, 2021). The current study focuses on the crowdfunding approach based on donations in Iranian charities. This method is mostly used in non-profit and philanthropic projects, and the participants do not expect any financial support, and are mostly used to finance charities, religious places, and civil institutions (Salido et al., 2021). In the crowdfunding method based on donation, the participants do not have any expectations for the provided financial support. The donor believes wholeheartedly in the correctness of his act and considers it to be socially beneficial. This model is usually used in financing civil institutions and charities (Van Thienbroek et al., 2023).

Methodology

This is an applied-developmental research. The population of participants in the qualitative section includes theoretical experts and experimental. Sampling was done with a purposeful method and theoretical saturation was achieved with 10 interviews. The sample size was estimated to be 357 people using Cochran's formula.
The main tool for collecting research data is a semi-structured interview and a researcher-made questionnaire. And then, using ISM, the relationships between the main factors affecting the intention to donate online were determined by experts. The interview included 6 basic questions and was conducted in a semi-structured way. The research questionnaire includes 10 main constructs and 51 items with a five-point Likert scale. Thematic analysis was used to identify the categories of online donation intention for crowdfunding of charities in Iran. Data analysis was done in qualitative phase with MAXQDA software and in quantitative phase with Smart PLS software.

Results

The results of the interviews were analyzed by the qualitative method of thematic analysis based on the six-step method of Etrid-Straling (2001). 830 open codes were identified in the first stage. After analysis and review, we reached 5 overarching themes, 10 organizing themes and 51 basic themes as below:
Overarching themes: Social factors- Technical factors-Individual factors- Security factors- Consequence factors.
Organizer themes: Performance expectation- Endeavour expectation- Social influence- Quality and transparency of website information- Technical infrastructure facilitating conditions- Trust- The joy of helping others- Perceived risk- Site and application security and privacy- Intention to donate online.

Discussion

The present study was conducted with the aim of presenting the online donation intention model for the collective financing of charitable organizations in Iran. Based on the results, it was determined that the facilitating conditions of the technical infrastructure, the quality and transparency of the website information, the security of the site and the application, and the protection of privacy affect the perceived risk. In the results of Zhang et al.'s (2023) and Shahidi and Kivani's (1401) studies, the technical infrastructure and website information components are also mentioned as important elements in the intention to donate online, and from this point of view, it is consistent with the results of the present study. It was also shown that the perceived risk affects the expectation of effort and the pleasure of helping others and leads to the expectation of performance and social influence. In the results of the studies of Hassanzadeh Sarostani et al. (2017) and Bass and Rushdi (2023), the importance of paying attention to the perceived risk is also mentioned, and from this point of view, it is consistent with the results of the present study. Finally, the results of the research showed that online donation intention is strengthened through trust. This importance has been confirmed in the results of Shahabi-Shojaei et al.'s study (1401).

Conclusion

The present study was conducted with the aim of presenting the online donation intention model for the collective financing of charitable institutions in Iran. Based on the results, it was determined that the facilitating conditions of the technical infrastructure, the quality and transparency of the website information, the security of the site and the application, and the protection of privacy affect the perceived risk. It was also shown that the perceived risk affects the expectation of effort and the pleasure of helping others and leads to the expectation of performance and social influence. Finally, the results of the research showed that online donation intention is strengthened through trust.

کلیدواژه‌ها [English]

  • Crowdfunding
  • Online Donation Intention
  • Charities
  • Online Donation
  1. آذر، عادل؛ غلامزاده، رسول. (1‌3‌9‌8‌). کمترین مربعات جزئی. تهران: نگاه دانش.
  2. بابایی پرکوهی، زینت، ابراهیمی، سید کاظم، امری اسرمی، محمد. (1‌4‌0‌2‌). تأثیر مالکیت دولتی، ارتباطات سیاسی و معامله با اشخاص وابسته بر تأمین مالی برون‌سازمانی و سرمایه‌گذاری. راهبرد مدیریت مالی ۱۱ (۲) ۵۳-۷۶. doi: 1‌0‌.2‌2‌0‌5‌1‌/jfm.2‌0‌2‌3‌.4‌1‌0‌6‌3‌.2‌7‌1‌2‌
  3. حبیبی، آرش؛ جلال‌نیا، راحله. (1‌4‌0‌1‌). حداقل مربعات جزئی. تهران: نارون.
  4. حسن‌زاده‌سروستانی، حسین؛ تمیزی‌فر، مهدی؛ سیمیاری، محمدرضا. (1‌3‌9‌7‌)، تأمین مالی جمعی، الگویی مناسب برای جذب مشارکت‌های خیرین. تحقیقات مالی اسلامی، 8‌(1‌)، 5‌9‌-9‌0‌. doi: 1‌0‌.3‌0‌4‌9‌7‌/IFR.2‌0‌1‌8‌.2‌2‌7‌6‌
  5. سیف‌اللهی، ناصر. (1‌4‌0‌2‌). طراحی الگوی ملی ارزیابی و تأمین مالی طرح‌های سرمایه‌گذاری صنعتی در شهرک‌ها و نواحی صنعتی. مدیریت نوآوری و راهبردهای عملیاتی، 4‌(1‌3‌)، 8‌2‌-9‌9‌. doi:1‌0‌.2‌2‌1‌0‌5‌/imos.2‌0‌2‌3‌.3‌5‌4‌1‌0‌3‌.1‌2‌4‌7‌
  6. شفاعی، رضا؛ ابراهیمی‌سروعلیا، محمدحسن؛ پیمانی، مسلم. (1‌4‌0‌0‌). سیگنال‌های برانگیزاننده مشارکت در تأمین مالی جمعی سهامی در ایران. مدیریت نوآوری، 1‌0‌ (۲)، 1‌2‌5‌-1‌5‌3‌. doi: 2‌0‌.1‌0‌0‌1‌.1‌.2‌3‌2‌2‌5‌3‌8‌6‌.1‌4‌0‌0‌.1‌0‌.1‌.5‌.0‌
  7. شهابی‌شجاعی، غزال؛ شاهوردیان،، شادی؛ نیکومرام، هاشم. (1‌4‌0‌1‌). شناسایی عوامل اثرگذار و اثرپذیر بر تأمین بدهی برای مؤسسات مالی و بانک‌ها در قالب تأمین مالی جمعی. مهندسی مالی و مدیریت اوراق بهادار، 1‌3‌(5‌3‌)، 9‌1‌-1‌0‌8‌. https://sanad.iau.ir/fa/Article/1‌0‌7‌9‌0‌7‌8‌
  8. شهیدی، مرتضی؛ کیوانی، نویدرضا. (1‌4‌0‌1‌). ماهیت قرارداد تأمین مالی جمعی درآینه نظام حقوقی ایران. بورس اوراق بهادار، 1‌5‌(5‌7‌)، 8‌1‌-1‌1‌0‌. https://journal.seo.ir/article_1‌1‌2‌5‌4‌.html
  9. عظیمی‌حسنی، محمدمهدی؛ ذوالفقارزاده، محمدمهدی؛ وارث، سیدحامد. (1‌4‌0‌0‌). شناسایی ابعاد و مؤلفه‌های مؤثر بر بازاریابی اجتماعی در توسعه فعالیت‌های بنیادهای خیریه. مدیریت بازرگانی، 3‌(1‌3‌)، 6‌1‌1‌-6‌3‌2‌. doi:1‌0‌.2‌2‌0‌5‌9‌/JIBM.2‌0‌2‌1‌.3‌2‌0‌6‌1‌2‌.4‌0‌8‌4‌
  10. کیانی‌راد، مینو؛ مروت، محسن. (1‌4‌0‌1‌). بررسی کمک‌های مردمی بسیج در تأمین مالی خرد جمعی با اتکا به تجربه‌ی دوران دفاع مقدس. اقتصاد دفاع و توسعه پایدار، 7‌(2‌6‌)، 5‌5‌-8‌4‌. doi:2‌0‌.1‌0‌0‌1‌.1‌.2‌5‌3‌8‌2‌4‌5‌4‌.1‌4‌0‌1‌.7‌.2‌6‌.3‌.3‌
  11. مبشرراد، فاطمه؛ غنبرطهرانی، نسیم. (1‌3‌9‌7‌). عوامل تاثرگذار بر کارکرد رسانه‌های اجتماعی در تأمین مالی جمعی مؤسسات خیریه. مطالعات مدیریت کسب‌وکار، 6‌ (2‌4‌)، 1‌0‌9‌-1‌3‌6‌.  https://doi.org/1‌0‌.2‌2‌0‌5‌4‌/ims.2‌0‌1‌8‌.8‌8‌9‌3‌

References

  1. Attride-Stirling، (2‌0‌0‌1‌). Thematic Networks: An Analytic Tool for Qualitative Research. Qualitative Research, 1‌, 3‌8‌5‌-4‌0‌5‌. https://doi.org/‌1‌0‌.1‌1‌7‌7‌/1‌4‌6‌8‌7‌9‌4‌1‌0‌1‌0‌0‌1‌0‌0‌3‌0‌7‌
  2. Bockel, A., Hörisch, J., & Tenner, I. (2‌0‌2‌1‌). A systematic literature review of crowdfunding and sustainability: highlighting what really matters. Management review quarterly, 7‌1‌, 4‌3‌3‌-4‌5‌3‌. https://link.springer.com/‌article/1‌0‌.1‌0‌0‌7‌/s1‌1‌3‌0‌1‌-0‌2‌0‌-0‌0‌1‌8‌9‌-3‌
  3. Boss, M., & Rushdi, N. J. (2‌0‌2‌3‌). A Literature Review on the Drivers of Entrepreneurial Crowdfunding. Journal of Survey in Fisheries Sciences, 1‌0‌(1‌S), 6‌5‌7‌1‌-6‌5‌7‌7‌. http://sifisheriessciences.com/‌journal/‌index.php/journal/article/view/2‌2‌0‌0‌
  4. Chin, W. W. (1‌9‌9‌8‌). The partial least squares approach to structural equation modeling. Modern methods for business research, 2‌9‌5‌(2‌), 2‌9‌5‌-3‌3‌6‌. https://books.google.com/books
  5. Cohen, J. E. (2‌0‌1‌3‌). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. http://doi.org/1‌0‌.4‌3‌2‌4‌/9‌7‌8‌0‌2‌0‌3‌7‌7‌1‌5‌8‌7‌
  6. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2‌0‌2‌1‌). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications. https://doi.org/1‌0‌.1‌0‌0‌7‌/9‌7‌8‌-3‌-0‌3‌0‌-8‌0‌5‌1‌9‌-7‌
  7. Howe, J. (2‌0‌0‌9‌). Crowdsourcing: How the power of the crowd is driving the future of business. Random House. https://public.summaries.com/‌files/8‌-page-summary/crowdsourcing.pdf
  8. Kasri, R. A., & Indrini, E. (2‌0‌2‌2‌). Empathy or perceived credibility? An empirical study of Muslim donating behaviour through online charitable crowdfunding in Indonesia. International Journal of Islamic and Middle Eastern Finance and Management, 1‌5‌(5‌), 8‌2‌9‌-8‌4‌6‌. DOI: 1‌0‌.1‌1‌0‌8‌/IMEFM-0‌9‌-2‌0‌2‌0‌-0‌4‌6‌8‌
  9. Salido-Andres, N., Rey-Garcia, M., Alvarez-Gonzalez, L. I., & Vazquez-Casielles, R. (2‌0‌2‌1‌). Mapping the field of donation-based crowdfunding for charitable causes: systematic review and conceptual framework. International Journal of Voluntary and Nonprofit Organizations, 3‌2‌, 2‌8‌8‌-3‌0‌2‌. DOI:1‌0‌.1‌0‌0‌7‌/s1‌1‌2‌6‌6‌-0‌2‌0‌-0‌0‌2‌1‌3‌-w
  10. Tsai, K. S., & Wang, Q. (2‌0‌1‌9‌). Charitable crowdfunding in China: An emergent channel for setting policy agendas? The China Quarterly, 2‌4‌0‌, 9‌3‌6‌-9‌6‌6‌. DOI:1‌0‌.1‌0‌1‌7‌/S0‌3‌0‌5‌7‌4‌1‌0‌1‌8‌0‌0‌1‌3‌9‌X
  11. van Teunenbroek, C., Dalla Chiesa, C., & Hesse, L. (2‌0‌2‌3‌). The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding. Journal of Philanthropy and Marketing, 2‌8‌(3‌), 4‌4‌3‌-4‌5‌7‌. https://doi.org/1‌0‌.1‌0‌0‌2‌/nvsm.1‌7‌9‌1‌
  12. Xiao, S., & Yue, Q. (2‌0‌2‌1‌). The role you play, the life you have: Donor retention in online charitable crowdfunding platform. Decision Support Systems, 1‌4‌0‌, 1‌1‌3‌4‌2‌7‌. DOI:1‌0‌.1‌0‌1‌6‌/j.dss.2‌0‌2‌0‌.1‌1‌3‌4‌2‌7‌
  13. Yang, J. Y. (2‌0‌2‌3‌). Policy Uncertainty and Substitution between External Financing and Internal Funds: International Evidence. Sustainable cities and society, 1‌1‌(5‌), 1‌5‌1‌-1‌6‌7‌. DOI: 1‌0‌.1‌0‌1‌6‌/j.ribaf.2‌0‌2‌3‌.1‌0‌2‌0‌8‌3‌Top of Form
  14. Zhang, X., Huang, H., & Xiao, S. (2‌0‌2‌3‌). Behind the scenes: The role of writing guideline design in online charitable crowdfunding market. Information & Management, 6‌0‌(7‌), 1‌8‌9‌-2‌0‌4‌.  DOI: 1‌0‌.4‌3‌2‌4‌/9‌7‌8‌1‌0‌0‌3‌1‌3‌4‌1‌7‌6‌.
  15. Zhao, K., Zhou, L., & Zhao, X. (2‌0‌2‌2‌). Multi-modal emotion expression and online charity crowdfunding success. Decision Support Systems, 1‌6‌3‌, 8‌3‌3‌-8‌4‌2‌. DOI:1‌0‌.1‌0‌1‌6‌/j.dss.2‌0‌2‌2‌.1‌1‌3‌8‌4‌2‌

References [In Persian]

  1. Azar, Adel; Gholamzadeh, Rasul. (2‌0‌1‌8‌). partial least squares. Tehran: Negha Danesh.
  2. Babai Parkohi, Zinat; Ebrahimi, Seyyed Kazem; Amri Asrami, Mohammad. (1‌4‌0‌2‌). The effect of government ownership, political connections and related party transactions on financing. Financial Management Strategy, 1‌1‌ (4‌1‌), 5‌3‌-7‌6‌. doi: 1‌0‌.2‌2‌0‌5‌1‌/jfm.2‌0‌2‌3‌.4‌1‌0‌6‌3‌.2‌7‌1‌2‌
  3. Habibi, Arash; Jalalnia, Rahela. (1‌4‌0‌1‌). partial least squares. Tehran: Narun.
  4. Hassanzadeh Sarostani, Hossein; Tamizhifar, Mehdi; Simiari, Mohammadreza. (2‌0‌1‌7‌), crowdfunding, a suitable model for attracting contributions from donors. Islamic Finance Research, 8‌(1‌5‌), 5‌9‌-9‌0‌. doi: 1‌0‌.3‌0‌4‌9‌7‌/IFR.2‌0‌1‌8‌.2‌2‌7‌6‌
  5. Saifullahi, Naser. (1‌4‌0‌2‌). Designing a national model for evaluating and financing industrial investment plans in industrial towns and areas. Innovation Management and Operational Strategies, 4‌(1‌3‌), 8‌2‌-9‌9‌. doi:1‌0‌.2‌2‌1‌0‌5‌/imos.2‌0‌2‌3‌.3‌5‌4‌1‌0‌3‌.1‌2‌4‌7‌
  6. Shafa'i, Reza; Ebrahimi-Saruelia, Mohammad Hassan; agreement, Muslim (1‌4‌0‌0‌). Signals motivating participation in equity crowdfunding in Iran. Innovation Management, 1‌0‌(3‌6‌), 1‌2‌5‌-1‌5‌3‌. doi: 2‌0‌.1‌0‌0‌1‌.1‌.2‌3‌2‌2‌5‌3‌8‌6‌.1‌4‌0‌0‌.1‌0‌.1‌.5‌.0‌
  7. ​ Shahabi-Shojaei, Ghazal; Shahvardiani, Shadi; Nikumram, Hashem. (1‌4‌0‌1‌). Identifying effective factors on debt financing for financial institutions and banks in the form of crowdfunding. Financial Engineering and Securities Management, 1‌3‌(5‌3‌), 9‌1‌-1‌0‌8‌. https://sanad.iau.ir/‌fa/‌Article/1‌0‌7‌9‌0‌7‌8‌
  8. Shahidi, Morteza; Kivani, Navidreza. (1‌4‌0‌1‌). The nature of the crowdfunding contract in the mirror of Iran's legal system. Stock Exchange, 1‌5‌(5‌7‌), 8‌1‌-1‌1‌0‌. https://journal.seo.ir/article_1‌1‌2‌5‌4‌.html
  9. Azimi-Hosni, Mohammad Mahdi; Zulfiqarzadeh, Mohammad Mehdi; Wares, Seyyed Hamid. (1‌4‌0‌0‌). Identifying the dimensions and components affecting social marketing in the development of charity foundation activities. Business Administration, 3‌(1‌3‌), 6‌1‌1‌-6‌3‌2‌. doi:1‌0‌.2‌2‌0‌5‌9‌/JIBM.2‌0‌2‌1‌.3‌2‌0‌6‌1‌2‌.4‌0‌8‌4‌
  10. Kianirad, Mino; Morovat, Mohsen. (1‌4‌0‌1‌). Investigating Basij people's assistance in collective micro financing based on the experience of the holy defense era. Defense Economics and Sustainable Development, 7‌(2‌6‌), 5‌5‌-8‌4‌. doi:2‌0‌.1‌0‌0‌1‌.1‌.2‌5‌3‌8‌2‌4‌5‌4‌.1‌4‌0‌1‌.7‌.2‌6‌.3‌.3‌
  11. Mubasherrad, Fatemeh; Ghanbar Tehrani, Nasim. (2‌0‌1‌7‌). Factors influencing the function of social media in crowdfunding of charities. Business Management Studies, 6‌(2‌4‌), 1‌0‌9‌-1‌3‌6‌.  https://doi.org/1‌0‌.2‌2‌0‌5‌4‌/ims.2‌0‌1‌8‌.8‌8‌9‌3‌

 

 

 

ا