Why people participate in online political crowdfunding: A civic voluntarism perspective

Abstract

Digital technology allows people to participate in various social activities easily. In politics, online crowdfunding has been gaining attention because it gives politicians benefits to raise political funds from the public. It is also convenient for backers to donate money to support their chosen politicians. This study examines the factors driving people's intention to participate in online political crowdfunding. By employing the civic voluntarism model and cognitive dissonance theory, this study develops an integrated model to explain people's intention to participate in online political crowdfunding. The results show that perceived congruence between politicians and individuals is one of the most influential driving factors for online political crowdfunding participation. The findings further reveal that perceived congruence is lowered by individuals' negative perception of the political situation. This research proposes important implications for researchers as well as practitioners to promote online crowdfunding not only in politics but also in other domains.