Muslim intention in donating through charitable crowdfunding in Indonesia

Previous research has investigated individual donations to charitable crowdfunding with a focus on different behaviors. Donation crowdfunding still needs to be examined from various perspectives and development models. Therefore, this paper analyzes the factors that influence Indonesian Muslims’ behavior in donating through Kitabisa.com, the biggest charitable crowdfunding source in Indonesia. This paper uses a quantitative research approach. In doing the empirical study, the research utilizes the Stimulus- Organism-Response (S-O-R) framework and employs a Partial Least Square-Structural Equation Model (PLS-SEM) method in analyzing the primary data obtained from 405 respondents. The main findings indicate that technology and the characteristics of fundraising campaigns have a positive effect on empathy and credibility, while religiosity has a positive influence on the quality of relationship. Thus, both empathy and perceived credibility positively influence the intention of Indonesian Muslims in donating through Kitabisa.com. Overall, the results of this study imply that it is very important for charitable crowdfunding to pay attention to website quality, facilitate transactions, and maintain relationships with donors and create quality content carried out by campaign initiators. Taken together, the findings and analysis of this study are expected to enrich knowledge about charitable crowdfunding and voluntary giving behaviors in Muslim countries.