• Information Systems Review
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• v.17 no.3
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• pp.135-157
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• 2015

Mobile giving platform is a new type of giving platform which offers donation service through mobile application. Mobile giving platform has developed differently from offline giving platform in the way that induces continuous donation. The purpose of this study is to investigate why mobile giving platform has adopted different strategy, and how it leads to continuous contribution. We conducted a case study with two successful mobile giving platforms; Bigwalk and Tree Planet. The analysis of the strategy is based on the construal level theory which explains the relationship between psychological distance and construal level. The result shows that the users' psychological distance toward giving platform has decreased with the environmental change, offline to mobile. Consequently the mobile giving platform offers services which form low level of construal for encouraging continuous participation. This finding suggests the importance of offering suitable construal level in services, and design guideline for mobile giving platforms.