| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w30102 |
| 来源ID | Working Paper 30102 |
| Microgiving with Digital Platforms | |
| Xiheng Jiang; Jianwei Xing; Jintao Xu; Eric Zou | |
| 发表日期 | 2022-06-20 |
| 出版年 | 2022 |
| 语种 | 英语 |
| 摘要 | Microgiving, a new form of digital fundraising, operates by soliciting minuscule, recurring donations from large numbers of potential donors. We evaluate a charity subscription program operated by Alibaba, China’s largest retail platform, which allows sellers to pledge a tiny portion of a product’s revenue (2 cents per order) to charity, with donations made automatically as transactions occur. We present three sets of descriptive findings. First, sellers tend to pick their best-selling products for charity subscription, and many did so right before sales promotion of the associated products. This suggests revenue-maximizing motives. Second, charity subscriptions are almost never canceled, despite limited evidence that they increase revenues; interview evidence suggests that sellers’ decision to keep donating is sustained by joys of giving that worth the tiny monetary sacrifices; we also observe sellers to purchase more charity-linked products themselves after they become charity subscribers. This suggests warm-glow utilities. Third, between 2018 and 2020, the program attracted more than 2 million Alibaba sellers and generated 1.2 billion yuan of charitable funds, representing one of China’s largest online fundraisers and accounts for 12% of the country’s overall online charitable sector. We conclude that digital platforms can create an incentive-compatible environment to scale up microgiving. |
| 主题 | Microeconomics ; Welfare and Collective Choice ; Public Economics ; Public Goods ; Industrial Organization ; Industry Studies ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w30102 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/587824 |
| 推荐引用方式 GB/T 7714 | Xiheng Jiang,Jianwei Xing,Jintao Xu,et al. Microgiving with Digital Platforms. 2022. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w30102.pdf（4920KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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