Intention to donate money via social network site : perspective from a developing country
Charity fundraising is challenging, yet the social network site (SNS) has changed the way to drive money donations. The largest SNS user group in Malaysia is comprised of university students. However, they are the least contributed group in making donations. This study examines the factors influ...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://journalarticle.ukm.my/17469/1/41133-159775-2-PB.pdf http://journalarticle.ukm.my/17469/ https://ejournal.ukm.my/pengurusan/issue/view/1409 |
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| Summary: | Charity fundraising is challenging, yet the social network site (SNS) has changed the way to drive money donations.
The largest SNS user group in Malaysia is comprised of university students. However, they are the least contributed
group in making donations. This study examines the factors influencing the intentions of students to donate money via
SNS. A cross-sectional online survey was conducted, and the data from 216 questionnaires were analysed using multiple
linear regression. Using the extended theory of planned behaviour, three constructs, namely, descriptive norm, perceived
behavioural control, and Internet technology feature, were found to significantly affecting the intention for online
donations. Normalising the majority’s performance in a similar reference group and making students feel comfortable
sharing their online giving information have positive effects on donation intention via SNS. The young people were
also concerned about the Internet functionality to perform monetary donation over SNS. The other two constructs that
are, attitude and past behaviour, were not significant towards intention to donate via SNS. The findings offered several
suggestions to non-profit organisations to raise the awareness of online giving among students, as to shape them to
become future donors for far-reaching decades. |
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