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<p>Crowdfunding has emerged as an alternative financing method for business and social causes including medical fundraising campaigns. The unaffordable healthcare infrastructure and lack of insurance are still an issue in developing Asian countries. The COVID-19 pandemic has exposed the healthcare facilities of most developing countries and even developed countries. The study aims to examine the intentions of people in selected South Asian countries—India, Pakistan, and Bangladesh, countries having no national health insurance—to participate in medical crowdfunding through donations to the people who cannot afford to pay soaring medical bills during the COVID-19 pandemic. The study integrated two models—social presence theory and theory of planned behavior (TPB)—and added empathy and altruism variables to investigate the participation intentions. The data was collected from 332 respondents through the convenience and snowball sampling method and analyzed through partial least squares structural equation modeling (PLS-SEM). The results revealed that trust is a significant predictor of intentions to participate. Altruism and empathy also positively influence participation intentions. Among the variables of TPB, only attitude has a significant positive relationship with the intention to participate in medical crowdfunding. The study will help social crowdfunding platforms and non-governmental organizations to identify the factors that lead to successful medical crowdfunding campaigns. Altruism and empathy can be developed through campaign messages; platforms and such pledges need to inspire trust, and projects need to appeal to the public with positive attitudes towards giving.</p>

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What drove people to participate in medical crowdfunding during COVID-19? A study of South Asia

  • 期刊论文

  • 发表日期：

    2025年11月24日

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  • Hasnan Baber,
  • Mina Fanea-Ivanovici,
  • Ilavarasan P. Vigneswara

摘要

Crowdfunding has emerged as an alternative financing method for business and social causes including medical fundraising campaigns. The unaffordable healthcare infrastructure and lack of insurance are still an issue in developing Asian countries. The COVID-19 pandemic has exposed the healthcare facilities of most developing countries and even developed countries. The study aims to examine the intentions of people in selected South Asian countries—India, Pakistan, and Bangladesh, countries having no national health insurance—to participate in medical crowdfunding through donations to the people who cannot afford to pay soaring medical bills during the COVID-19 pandemic. The study integrated two models—social presence theory and theory of planned behavior (TPB)—and added empathy and altruism variables to investigate the participation intentions. The data was collected from 332 respondents through the convenience and snowball sampling method and analyzed through partial least squares structural equation modeling (PLS-SEM). The results revealed that trust is a significant predictor of intentions to participate. Altruism and empathy also positively influence participation intentions. Among the variables of TPB, only attitude has a significant positive relationship with the intention to participate in medical crowdfunding. The study will help social crowdfunding platforms and non-governmental organizations to identify the factors that lead to successful medical crowdfunding campaigns. Altruism and empathy can be developed through campaign messages; platforms and such pledges need to inspire trust, and projects need to appeal to the public with positive attitudes towards giving.