Engaging donors on crowdfunding platform in Disaster Relief Operations (DRO) using gamification: A Civic Voluntary Model (CVM) approach

Abstract

Natural disasters have caused significant financial and economic losses. One prominent way to combat these losses is crowdfunding. Donation-based crowdfunding platforms have been the backbone for disaster relief operations (DRO), but the engagement of donors with these platforms needs significant attention. This study aims to understand how gamification is used as a tool for understanding the behaviour of donors on crowdfunding platforms for DRO. The study uses the Civic Voluntary Model (CVM) to propose the conceptual framework and collects empirical data from 321 respondents to test the hypothesis. The study uses information quality and voluntariness as moderating variables and the model also controls for ownership of the crowdfunding platform and previous experience of donation. The results confirm that gamification positively impacts the behaviour of donors, which then leads to higher participation in crowdfunding channels. Both information quality and voluntary behaviour of donors have significant moderating effects that help in understanding the behaviour of donors and their participation in crowdfunding platforms. The results indicate that previous experience of making donations does not have a significant impact on the behaviour and actions of donors. The study thus brings a fresh perspective to using game mechanics along with understanding the quality of information on crowdfunding platforms to attract and sustain donations in DRO.