Beyond Affordances: Understanding the Holistic Influence of Multimodal Medical Crowdfunding Affordances on Charitable Crowdfunding Outcome (Preprint)

This study advances medical crowdfunding affordance theory by demonstrating the interconnected effects of narrativity, visibility, and progress affordances on project success. Practically, results highlight the importance of strategically crafted titles, targeted demographic disclosures, and balanced progress updates-with moderate update frequency being crucial when controlling all affordances-to enhance donor engagement. Platform designers and project organizers can apply these insights to optimize fundraising outcomes and effectively address health care inequalities. Future research should further investigate visual content analysis and donor psychology to refine engagement strategies.