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Enabling artificial intelligence on a donation-based crowdfunding platform: a theoretical approach

  • S.I.: Design and Management of Humanitarian Supply Chains
  • Published:
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Abstract

Individual or group donations form an important aspect of disaster relief operations. Donation-based crowdfunding (DBC) tasks are often listed on crowdfunding platforms to attract donors to donate for a specific reason in a stipulated time. As the frequency and intensity of disasters has increased over time, these platforms have gained in popularity, and they need a constant and consistent flow of funds to achieve their targets. Artificial intelligence (AI) tools are often adopted by these channels to enhance their operational performance. We understand the process of adoption through uses and gratification theory, which is dominated by motivational factors, such as the utilitarian and symbolic benefits which DBC intends to achieve. The inflow of cash from multiple donors across the world, guided by AI tools, also gives rise to risks; therefore, we have used a moderating variable to better understand the operational performance of DBC. We collected empirical data through 293 responses from owners of DBC tasks in the context of disaster relief operations. We tested our hypotheses using partial least square structured equation modelling and controlled for intensity of disaster and crowdfunding task duration. Our results offer a significant extension to uses and gratification theory by understanding a positive relation between uses and gratification benefits and the adoption of AI tools for boosting operational performance. We project that, whereas the duration of a crowdfunding task plays an essential role in collecting the required funds for disaster relief operations, the intensity of the disaster does not impact the process of adopting AI tools or on their operational performance. Our study offers critical insights for understanding aspects of designing and implementing AI in DBC scenarios, which has been a grey area in understanding donors’ behavior.

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Authors and Affiliations

  1. Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India

    Abhishek Behl

  2. Shailesh J Mehta School of Management, Indian Institute of Technology, Bombay, Mumbai, India

    Pankaj Dutta

  3. BNU-UIC Institute of AI and Future Networks, BNU-Zhuhai, BNU-HKBU UIC, Zhuhai, China

    Zongwei Luo

  4. Symbiosis Centre for Management and Human Resource Development, Symbiosis International (Deemed) University, Pune, India

    Pratima Sheorey

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  1. Abhishek Behl
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  2. Pankaj Dutta
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  3. Zongwei Luo
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  4. Pratima Sheorey
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Correspondence to Abhishek Behl.

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Appendices

Appendix A: Scale used in the study

Construct

Items used to measure the construct

References

Uses and gratification benefits (UGB)

(Chronbach’s alpha = 0.764)

A donation-based crowdfunding (DBC) platform is a convenient way to collect funds for disaster relief operations

Donations made on DBC platforms makes it easy to collect funds for disaster relief operations

Donations received on DBC platforms help them save time for receiving donations

DBC tasks are structured efficiently

Using a DBC platform for collecting donations makes us feel responsible among peers

Using a DBC platform for collecting donations makes us feel responsible in society

Using a DBC platform for collecting donations makes us seem more involved in the process

Adapted from Taylor and Todd (1995) and Moore and Benbasat (1991)

Artificial intelligence (AI)

(Chronbach’s alpha = 0.831)

To what extent does your platform/task implement AI tools:

Goal management

Updates and comments

Rating reviews

Task completion

Adapted from Mollick (2014) and  Dubey et al. (2020b)

Operating performance (OP)

(Cronbach’s alpha = 0.822)

Profitability

Decreasing time to achieve financial goal

Reducing operating costs for setting up goals

Rapid response to goal by donors

Increasing customer satisfaction

Providing better information about the goal

Adapted from Jiang et al. (2020)

Perceived risk (PR) (Chronbach’s alpha = 0.83)

I have my doubts over the confidentiality of my interactions with the crowdfunding platform

I am concerned with handling financial transactions on a crowdfunding platform

I am concerned that my account details stored with the crowdfunding platform could be misused

I am concerned that the crowdfunding platform collects too much information about me

Adapted from: Al-Debei and Al-Lozi (2014)

Appendix B

See Tables 2, 3, 4, 5, 6 and 7.

Table 2 Convergent validity of constructs
Full size table
Table 3 Correlation values among constructs (measures for discriminant validity)
Full size table
Table 4 Model fit and quality indices parameters
Full size table
Table 5 Causality assessment indices
Full size table
Table 6 Structural estimates
Full size table
Table 7 R², prediction and effect size
Full size table

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Behl, A., Dutta, P., Luo, Z. et al. Enabling artificial intelligence on a donation-based crowdfunding platform: a theoretical approach. Ann Oper Res 319, 761–789 (2022). https://doi.org/10.1007/s10479-020-03906-z

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