In recent years, gamified charitable crowdfunding apps have raised funds for non-profit purposes in China (Li et al., 2018) and gained popularity with millions of users (Alibaba Philanthropy, 2020). Gamification, defined as game elements of the app (Deterding et al., 2011), encouraged users' engagement (Seaborn & Fels, 2015). Although past studies have examined users' intention for crowdfunding (Moon & Hwang, 2018; Liu et al., 2018), scarce research investigated why people continuously use gamified charitable crowdfunding apps.
Based on Expectation Confirmation Theory (ECT) and Technology Acceptance Model (TAM), this mixed-method study (interview and survey) examines how technological factors (i.e., perceived usefulness, perceived ease of use, gamification and trust), individual factors (i.e., confirmation, enjoyment, altruism and habit) and societal factors (i.e., subject norms, social comparison) influence users' continuous use intention. First, we interviewed 15 active users aged 18 to 50 years old of popular Ant Manor App to explore what influenced their continuance. Next, a web survey which recruited 419 gamified charitable crowdfunding apps’ active users aged 18 to 50 years aimed to investigate impacts of three dimensional factors (technological characteristics, personal traits and societal influences) on users’ satisfaction and their continuous use intention. Analyzing the interview data thematically, the results showed that the majority of respondents felt highly satisfied with prior use experiences of the gamified app, contributing greatly to continuance intention. Perceived ease of use supported older users' (40-50 years old) continuous intention, while young users with a busy lifestyle preferred less effort and time spent on using such app. Also, users' trust of platforms (e.g. Alipay) where the apps operated increased their continuous usage. As for user-related factors, interviewees got enjoyment from game experiences. Comparatively, motivation to help others and donation gave them greater sense of fulfillment, stimulating continuous use. In terms of social factors, social comparison urged users to consistently play this charitable app.
We established a research model based on the interview results. Hierarchical Multiple Regression results of the survey data showed that: Technologically, when users perceived charitable crowdfunding gamified apps as being useful and ease of use, they tended to continue usage. Next, perceived ease of use, gamification as well as trust, were positively associated with user' satisfaction, indirectly influencing their continuance intention. Besides, enjoyment and user' satisfaction were positively associated with continuance intention. Moreover, respondents with a higher level of habitual use felt more satisfied and tended to continuously use the apps. Yet, societal factors (subject norms and social comparison) showed no influence on gamified charitable crowdfunding apps' continuous use.
Theoretically, the mixed-method findings of this exploratory study shed light to the factors influencing charitable crowdfunding gamified apps in China, especially in user' satisfaction and continuous use intention. From practical perspectives, understanding influential factors help practitioners develop effective strategies to compete for mobile users' limited usage time.
Slides, graphics and forms will support the video presentation. And a screen recording will also be included, helping audience understand the charity apps.
Key words：Charitable crowdfunding, Continuance intention, Mixed-method research, Expectation Confirmation Theory, Gamification, Habit, Trust