The Role of Empathy in Crowdfunding Channel Platform

BAN,, J. , & LEE,, H. (2020). The Role of Empathy in Crowdfunding Channel Platform. The Journal of Distribution Science, 18(10), 15-23, https://doi.org/https://doi.org/10.15722/jds.18.10.202010.15

copy

Downloaded
Viewed

PDF Download

Abstract

Purpose: Crowdfunding can be a complementary channel in which start-ups or small companies can obtain financial help and take advantage of exploiting the online potential. To activate crowdfunding, it is necessary to consider a consumer's empathic responses. This article examines the role of empathy in the crowdfunding channel platform. We adopted the identification-commitment model to prove the role of empathy. Research design, data, and methodology: Participants were asked to read the charitable crowdfunding campaign. More than 300 young adults completed an online questionnaire and we analyzed it with structural equation modeling (SEM). To find out the role of empathy, we postulate several models which use empathy variable for different purposes. Results: We conclude that empathy has the role of moderator in the identification-commitment model. This means the high empathic response helped the relationship between identification and commitment. However, low empathic response can negatively influence the process of identification to commitment. Conclusions: This study found that virtual empathy is positively related to crowdfunding participation if we can elevate empathy in the crowdfunding channel platform. The findings also show that we need to consider empathic response when we want to raise funds for specific projects such as protecting the natural environment.

keywords: Empathy, Identification-Commitment model, Word of Mouth, Environmental Charity

Reference

Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21. https://doi.org /10.1002/dir.10006

Batson, C. D., Batson, J. G., Slingsby, J. K., Harrell, K. L., Peekna,H. M., & Todd, R. M. (1991). Empathic joy and the empathyaltruism hypothesis. Journal of Personality and Social Psychology, 61(3), 413-426. https://doi.org/10.1037/0022-3514.61.3.413

Batson, C. D., Polycarpou, M. P., Harmon-Jones, E., Imhoff, H. J.,Mitchener, E. C., Bednar, L. L., Highberger, L. (1997). Empathy and attitudes: Can feeling for a member of a stigmatized group improve feelings toward the group? Journal of Personality and Social Psychology, 72(1), 105-118. https://doi.org/10.1037/0022-3514.72.1.105

Bentler, P. M. (1992). On the fit of models to covariances and methodology to the bulletin. Psychological Bulletin, 112(3), 400-404. https://doi.org/10.1037/0033-2909.112.3.400

Bergami, M., & Bagozzi, R. P. (2000). Self‐ categorization, affective commitment and group self‐ esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577. https://doi.org/10.1348/014466600164633

Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers‟relationships with companies. Journal of Marketing, 67(2),76-88. https://doi.org/10.1509/jmkg.67.2.76.18609

Bornemark, J. (2014). The genesis of empathy in human development: A phenomenological reconstruction. Medicine, Health Care and Philosophy, 17(2), 259-268. https://doi.org/10.1007/s11019-013-9508-y

Caplan, S. E., & Turner, J. S. (2007). Bringing theory to research on computer-mediated comforting communication. Computers in Human Behavior, 23(2), 985-998.https://doi.org/10.1016/j.chb.2005.08.003

Carrier, L. M., Spradlin, A., Bunce, J. P., & Rosen, L. D. (2015). Virtual empathy: Positive and negative impacts of going online upon empathy in young adults. Computers in Human Behavior, 52, 39-48. https://doi.org/10.1016/j.chb.2015.05.026

10.

Cialdini, R. B., Brown, S. L., Lewis, B. P., Luce, C., & Neuberg, S.L. (1997). Reinterpreting the empathy–altruism relationship:When one into one equals oneness. Journal of Personality and Social Psychology, 73(3), 481-494. https://doi.org/10.1037/0022-3514.73.3.481

11.

Cohen, D., & Strayer, J. (1996). Empathy in conduct-disordered and comparison youth. Developmental Psychology, 32(6), 988-998. https://doi.org/10.1037/0012-1649.32.6.988

12.

Dagger, T. S., David, M. E., & Ng, S. (2011). Do relationship benefits and maintenance drive commitment and loyalty? Journal of Services Marketing, 25(4), 283-281. https://doi.org/10.1108/08876041111143104

13.

Davis, M. H. (1994). Empathy: A social psychological approach. New York: Routledge.

14.

Dorsch, M. J., Swanson, S. R., & Kelley, S. W. (1998). The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the Academy of Marketing Science, 26(2), 128-142.https://doi.org/10.1177/0092070398262004

15.

Dutton, J. E., & Dukerich, J. M. (1991). Keeping an eye on the mirror: Image and identity in organizational adaptation. Academy of Management Journal, 34(3), 517-554. https://doi.org/10.2307/256405

16.

Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy:Emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566-578. https://doi.org/10.1086/346251

17.

Geyskens, I., Steenkamp, J. B. E., Scheer, L. K., & Kumar, N.(1996). The effects of trust and interdependence on relationship commitment: A Trans-Atlantic study. International Journal of Research in Marketing, 13(4), 303-317. https://doi.org/10.1016/s0167-8116(96)00006-7

18.

Gladstein, G. A. (1983). Understanding empathy: Integrating counseling, developmental, and social psychology perspectives. Journal of counseling psychology, 30(4), 467-482. https://doi.org/10.1037/0022-0167.30.4.467

19.

Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78-92. https://doi.org/10.2307/1252016

20.

Harrison-Walker, L. J. (2001). The measurement of word-of mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75. https://doi.org/10.1177/109467050141006

21.

Hoffman, M. L. (2001). Empathy and moral development:Implications for caring and justice. Cambridge University Press. https://doi.org/10.1017/cbo9780511805851

22.

Ickes, W. J., Marangoni, C., & Garcia, S. (1997). Studying empathic accuracy in a clinically relevant context. In W. J. Ickes (Ed.), Empathic accuracy (p. 282–310). New York: The Guilford Press.

23.

Joreskog, K. G., & Sorbom, D. (1996). LISREL 8: User's reference guide. Scientific Software International. https://doi.org/10.2307/3152137

24.

Katz, R. L. (1963). Empathy: Its nature and uses. Free Press of Glencoe, London: Collier-Macmillan. https://doi.org/10.3138/9781442653092-001

25.

Krebs, D. (1975). Empathy and altruism. Journal of Personality and Social Psychology, 32(6), 1134-1146. https://doi.org/10.1037/0022-3514.32.6.1134

26.

Liu, L., Suh, A., & Wagner, C. (2018). Empathy or perceived credibility? An empirical study on individual donation behavior in charitable crowdfunding. Internet Research, 28(3),623-651. https://doi.org/10.24251/hicss.2017.100

27.

MacCallum, R. C. (2003). Working with imperfect models. Multivariate Behavioral Research, 38(1), 113-139. http://doi.org/10.1207/S15327906MBR3801_5

28.

Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721-740. https://doi.org/10.1007/s10551-015-2985-6

29.

Mollick, E. (2018). The economics of crowdfunding. London:Palgrave Macmillan. https://doi.org/10.1007/978-3-319-66119-3_7

30.

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research:The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. https://doi.org/10.2307/3172742

31.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308

32.

Nambisan, P. (2011). Information seeking and social support in online health communities: Impact on patients' perceived empathy. Journal of the American Medical Informatics Association, 18(3), 298-304. https://doi.org/10.1136/amiajnl2010-000058

33.

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing:A meta-analysis. Journal of Marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136

34.

Preston, S. D., & De Waal, F. B. (2002). Empathy: Its ultimate and proximate bases. Behavioral and Brain Sciences, 25(1), 1-20. https://doi.org/10.1017/s0140525x02000018

35.

Rabinovich, A., Morton, T. A., Postmes, T., & Verplanken, B.(2009). Think global, act local: The effect of goal and mindset specificity on willingness to donate to an environmental organization. Journal of Environmental Psychology, 29(4),391-399. https://doi.org/10.1016/j.jenvp.2009.09.004

36.

Turner, R., Miller, G., & Gilbert, D. (2001). The role of UK charities and the tourism industry. Tourism Management, 22(5), 463-472. https://doi.org/10.1016/S0261-5177(01)00015-2

바로가기메뉴

Article Contents

Vol.18 No.10

The Role of Empathy in Crowdfunding Channel Platform

Abstract

Reference

The Journal of Distribution Science