The Effect of Social Information on Online Giving Behaviors
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Transcript of The Effect of Social Information on Online Giving Behaviors
Shusaku SASAKI Osaka School of International Public Policy, Osaka University Daigo SATO JustGiving Japan Foundation
ARNOVA 42nd Annual Conference, 21 November, 2013
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The Effect of Social Information on Online Giving Behaviors
Conformity in Charitable Contributions
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Conformity in Charitable Contributions
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We often compare our own choice with others’ choices, because…
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Conformity in Charitable Contributions
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Do we “Always” care about the others?
Conformity in Charitable Contributions
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Do we “Always” care about the others?
When and How conformity is likely to be an important factor in charitable contributions?
Previous studies
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Previous studies
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Several experiments have already demonstrated
the existence of conformity.
Previous studies
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Previous studies
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l Average Participation Rate l Average Donation Amount
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Limitations
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Limitations
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How much Representative this amount is among others’ contributions?
Our study
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Our study
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We investigate the impact of the degree of variation of others’ contributions.
Our study
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We investigate the impact of the degree of variation of others’ contributions.
Our study
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Figure1 Sample of an online fundraising campaign page
3.2 Data
� We use data on consisting of all the fundraising campaigns launched on JustGiving.jp between March 2010
and December 2012. Our unit of observation is each fundraising campaign, and our basic data include 4,046
observations. With an average of 22 donors per campaign, the data reflect about 88,187 donations. The data
for each campaign include the following: target price of the campaign, total sum donated, total number of
donors, duration from the first donation to the last donation, and whether the campaign has set the ending date
(some do not have the ending date). In addition, the categories of the campaign purpose are included in the
data5: a campaign for reconstruction from the Great East Japan Earthquake and Tsunami, for international
cooperation, education, sports promotion, child-care, family-care, medical issues, reconstruction from the
other disasters, a culture of donation, environmental conservation, animal protection, local development, etc.
The information could be closely related to the trend of personal attributes of donors (e.g., the larger number
of female donors could donate to the campaigns for child-care).
� Crucial for our analysis, the data include information about the distribution of the donations: not only mean,
median, and mode price of the donations, but also number of donors who donate in the mode and standard
deviation of the donations. What is more important is that the data can include the similar information within
a certain period: mean, median, and mode price of the donations in the first 3 days, number of donors who
donate in mode price, and standard deviation of the donations in the first 3 days.
� In order to strengthen the assumption that potential donors would read the list of the previous donations, we
drop 474 outlier campaigns with much larger number of total donors. It is because that there are more
possibilities that potential donors cannot easily read and know the distribution of all the previous donations in
5 We classify a category of each campaign’s purpose by checking both the title and message of the page and the activity field of a charity that is to benefit from the campaign.
The$Title$of$$the$Fund.raising$Campaign�
Fund.raiser’s$name�
Message$××××××××××××××××××××�××××××××××××××××××××�××××××××××××××××××××���
GOAL$$$��○○$yen$RAISED��○○$yen�
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Donate$Now!!!!�
DonaGon$by$○○$on$hh:mm,$MM/dd/yyyy$� ○○○○$yen�
DonaGon$by$●●$on$hh:mm,$MM/dd/yyyy$� ●●●●$yen�
DonaGon$by$○●$on$hh:mm,$MM/dd/yyyy$� ○●○●$yen�
Donors read and know the distribution of the previous donations.
Our limitations
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Our limitations
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Online dataset & Privacy Policy
Our study
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Individual unit dataset Campaign unit dataset
Our study
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In each fundraising campaign, we make Two kinds of information.
Our study
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Our study
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Results
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Results
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Table 2.A Whether the mode of the rest of the period is equal to the mode of the first 3 days or not?
(dsame=1, if the later mode is equal to the early mode)
Regression model: Logit (1) (2) (3) (4)
rate_number_early_mode 2.161*** 2.483***(0.449) (0.488)
early_coeffecient_of_variation -0.564*** -0.590***(0.184) (0.194)
early_mode 0.0305 0.0344(0.156) (0.162)
early_mean 0.114 0.118(0.0819) (0.0845)
total number of donors 0.0462*** 0.0548*** 0.0318*** 0.0357***(0.0117) (0.0125) (0.0109) (0.0114)
rate of unique donors 0.365 0.560 0.118 0.269(0.463) (0.490) (0.453) (0.477)
target price 0.000522 0.000328 0.000578 0.000405(0.000681) (0.000696) (0.000705) (0.000718)
campaign with the deadline -0.161 0.169 -0.106 0.209(0.203) (0.243) (0.200) (0.241)
duration to the last donation -0.000323** -0.000318** -0.000290** -0.000280**(0.000134) (0.000141) (0.000132) (0.000140)
the other controls No Yes No Yes
Constant -2.593*** -5.262*** -0.563 -2.733***(0.616) (1.049) (0.469) (0.914)
Log likelihood -448.79659 -429.08553 -455.86097 -437.81809 Pseudo R^2 0.0383 0.0806 0.0232 0.0619
Observations 698 698 698 698Standard errors in parentheses*** p<0.01, ** p<0.05, * p<0.1
Dependent variable: dsame Rate of number ofearly mode Coefficient of variation
Strength of the trend of the others' contributions
Control for the Level of the trend of the others' contributions
Controls for Basic Attributes of each campaign
When the distribution of the early donations is smaller, the later donors are more likely conform to the trend among the early donations.
Discussion and Conclusions
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If the stronger trend of conformity among the early donations exists,
the later donors are more likely to conform to the trend.
Discussion : The strong magnitude of the trend among the early donations might encourage the attitude of conformity of the later donors or gather the later donors who have already had high attitude of conformity. This study contributes to a further understanding toward when and how the conformity is likely to happen in the charitable contributions.
Discussion and Conclusions
Message
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Our research is largely supported by JustGiving Japan, one of Japanese NPOs. They provided us valuable dataset very kindly and understood the importance of our research. I hope that there will be lots of collaborative works between practitioners and researchers. Thank you very much for your attention.
Message