Explaining gender differences in crowdfunding contribution intentions

Abstract

Crowdfunding represents digital fundraising channels that may enhance participation of females in project fundraising. The current study aims to analyze the gender differences in effects exerted by cognitive antecedents of financial contribution intentions (CCI) in the context of reward crowdfunding. Specifically, survey data was collected in Ghana, where crowdfunding is at its infancy, and where gender inequality is socially prevalent. Overall, 403 responses are included in the analysis. Data was analyzed using structural equation modelling (SEM), while examining associations between variables in male and female samples separately. First, when using an equality of means test, we show that females exhibit significantly higher levels of CCI, perceived risk, homophily, and prosocial orientation, as well as significantly lower levels of self-efficacy. Second, when using a between-group analysis comparing unstandardized betas, we observe that: (1) self-efficacy has stronger effects on CCI in males; (2) homophily has stronger effects on CCI in females; (3) prosocial orientation's effect on CCI does not differ between genders; (4) a stronger effect of susceptibility to social influence on CCI in females is partially evident; and surprisingly, (5) perceived risk has a stronger negative effect on CCI in males. The results, possible explanations, and implications are then discussed.

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