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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: Tze, Kiat Lui, Mohd Haniff Zainuldin,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2021
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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spelling my-ukm.journal.174692021-10-07T06:46:48Z http://journalarticle.ukm.my/17469/ Intention to donate money via social network site : perspective from a developing country Tze, Kiat Lui Mohd Haniff Zainuldin, 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. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/17469/1/41133-159775-2-PB.pdf Tze, Kiat Lui and Mohd Haniff Zainuldin, (2021) Intention to donate money via social network site : perspective from a developing country. Jurnal Pengurusan, 61 . pp. 83-94. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1409
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description 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.
format Article
author Tze, Kiat Lui
Mohd Haniff Zainuldin,
spellingShingle Tze, Kiat Lui
Mohd Haniff Zainuldin,
Intention to donate money via social network site : perspective from a developing country
author_facet Tze, Kiat Lui
Mohd Haniff Zainuldin,
author_sort Tze, Kiat Lui
title Intention to donate money via social network site : perspective from a developing country
title_short Intention to donate money via social network site : perspective from a developing country
title_full Intention to donate money via social network site : perspective from a developing country
title_fullStr Intention to donate money via social network site : perspective from a developing country
title_full_unstemmed Intention to donate money via social network site : perspective from a developing country
title_sort intention to donate money via social network site : perspective from a developing country
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2021
url http://journalarticle.ukm.my/17469/1/41133-159775-2-PB.pdf
http://journalarticle.ukm.my/17469/
https://ejournal.ukm.my/pengurusan/issue/view/1409
_version_ 1713200801063632896
score 13.211869

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