Abstract：Based on the elaboration likelihood model, this study analyzes the information processing central route and peripheral route that affect medical crowdfunding donation, and compare the differences that may cause viewers when processing information by different severity of diseases. The hypotheses are validated by using data obtained from “Qingsongchou” and conducting a multiple regression with robust standard errors. The results show that in non-severe disease projects, the relationship between “health” information and the donation amount is an “inverted-U” relationship. The number of pictures in the project and the financial disclosure positively affect donation behavior, and women are easier to get help than men. These influence relationships do not exist in the case of severe disease projects. In addition, regardless of the severity of the disease, the text length of the project, fundraising dynamics and social endorsements have positive impacts on donation amount.
张星，赵越，肖泉. 医疗众筹项目信息对捐赠效果的影响研究[J]. 管理学报, 2022, 19(1): 85-.
ZHANG Xing，ZHAO Yue，XIAO Quan. A Study on the Impacts of Medical Crowdfunding Project Information on Donation Effectiveness. Chinese Journal of Management, 2022, 19(1): 85-.
