亲社会行为机理可以促进医疗众筹项目筹资吗？——基于轻松筹的实证研究

Abstract

Medical crowdfunding addresses the medical expenses of patients with severe illnesses through social donations, so identifying the key factors affecting the fundraising performance of crowdfunding projects is of great significance for alleviating the urgent needs of patients' families. Using high-frequency data from 125,893 medical crowdfunding projects on Qingsong Chou, this paper explores the influencing factors of medical crowdfunding projects in China from four dimensions: creators, projects, backers, and prosocial behavior mechanisms. The study finds that, similar to other types of crowdfunding, the social network and social capital of medical crowdfunding creators and project quality have positive effects on fundraising performance; the fundraising period has a negative effect on fundraising performance, and an excessively high target amount reduces the probability of project success but is positively correlated with other fundraising performance. Unlike other types of crowdfunding, the intrinsic mechanisms driving prosocial behavior also play a crucial role in the fundraising process of medical crowdfunding. Females, children, and cancer patients are more likely to inspire the public to lend a helping hand, making their projects more capable of raising funds; projects from high-income areas and those created during the Spring Festival also have stronger fundraising ability; excessively emphasizing the family's debt situation will inhibit fundraising. The conclusions of this study can not only provide effective strategies for project creators to improve fundraising efficiency, but also offer solutions to alleviate the regional imbalance of online donations.