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Article
Publication date: 21 March 2022

Ping Gui, Zufeng Yang and Jun Che

In the face of major disasters, the Chinese people's willingness to donate has increased and the result is that the donation paths have increased. However, there are certain…

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Abstract

Purpose

In the face of major disasters, the Chinese people's willingness to donate has increased and the result is that the donation paths have increased. However, there are certain differences in the choice of donation paths for different types of individuals. It is crucial to pay more attention to the attitude and donation path selection of donors and propose strategies to promote individual donation behavior. The purpose of this study is to propose a conceptualized moderated mediation model for testing the linkage between individual attitude and donation path selection through the mediating effect of donors' behavioral intention and the moderating effect of behavioral difficulty perception or social pressure between donors' attitude and their donation path selection.

Design/methodology/approach

Based on a questionnaire survey of 628 community workers during COVID-19 in China. Self-reported measures were used to obtain data on IA, BI, SP, BDP and DPS. Survey data were used to test the proposed model using hierarchical regression analysis. Mediation analyses with bootstrap via PROCESS were used to ascertain the proposed relationship.

Findings

The results showed that individual attitude are positively related to donation path selection. Moreover, this study finds that behavioral intention serves as a mediator in the relationships between individual attitude and donation path selection. The social pressure and behavioral difficulty perception negatively moderate the relationship between individual attitude and behavioral intention.

Research limitations/implications

There are still some shortcomings in this study: First, although the data collected at multiple points in this study are all individual data. Future research can add evaluations of relatives, friends or colleagues to individual scheduling of survey subjects to reduce homology errors. Second, although this study has verified the mediating role of the opposite sex, some of the mediating results show that there may be other variables that play a role in the relationship between individual attitudes and donation path selection. In the research on path selection, the integrated theoretical perspective has rich connotations but has not attracted enough attention from the academic community. This research is only based on this single theoretical perspective to construct, verify and explain the model, and there should be other integrated theories. The fit point can be used to analyze the influence mechanism of individual attitudes on the choice of donation path.

Practical implications

First of all, we must deepen our understanding of the connotation and role of individuals' attitudes. In the event of a major epidemic, the following two types of measures will be taken to improve individuals' attitudes toward specific donation paths: First, the sponsors of each donation should do their best to donors and provide more information about donations, because the more information resources they have, the stronger the experience of the corresponding donation path, and the more they will choose the path. The sponsor of the second donation must show concern for major epidemics that are prone to occur and a desire to help people affected by disasters, so as to enhance the emotional identity of the donor, thereby increasing the probability of the donor choosing a specific donation path. Secondly, donation sponsors should be wary of the negative influence of social pressure on the donation path selection of individual donors. Donation sponsors can train individuals who are willing to donate, guide them in social relations, online public opinion and other pressure methods and improve the possibility of individuals choosing specific donation routes.

Social implications

Deepen the understanding of the content and effectiveness of the behavioral difficulty perception that has a profound impact on the donor. The greater the tendency to make a path choice is often affected by the individual's perception of the difficulty of behavior. The perception of difficulty of a certain donation path will cause the individual to retreat and inhibit the possibility of the individual choosing the path. Therefore, donation sponsors should take all measures to make their own donation channels simpler and more efficient, thereby reducing the individual's perception of the difficulty of donation behavior.

Originality/value

Drawing on TPB theory, a theoretical framework is constructed that specifies the process through which individual attitude affects donation path selection to expand collective understandings of individual attitude in the donation context. Furthermore, the boundary conditions of the underlying process are investigated, which further enhances the contribution of this paper to the extant literature on individual attitude.

Article
Publication date: 20 September 2021

Anwar Allah Pitchay, Noha Mamdouh Aboue Eliz, Yuvaraj Ganesan, Al-Amin Mydin, Ririn Tri Ratnasari and Mohamed Asmy Mohd Thas Thaker

This study aims to examine the factors that affect individuals’ intention of participating in donation crowdfunding in the context of Oman.

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Abstract

Purpose

This study aims to examine the factors that affect individuals’ intention of participating in donation crowdfunding in the context of Oman.

Design/methodology/approach

This study used the self-determination theory. A total of 250 respondents from Oman participated. The data is collected by online survey and analyses by using the partial least squares technique.

Findings

The results illustrate that sense of self-worth, perceived donor effectiveness and moral obligation positively affect donation intention (DI) towards crowdfunding projects. Furthermore, subjective norms and perceived behavioural control positively impact individuals’ intention to contribute to donation crowdfunding.

Originality/value

The results contribute to the literature on donation crowdfunding by identifying the driving forces of individuals’ DI to crowdfunding projects in Oman.

Details

International Journal of Islamic and Middle Eastern Finance and Management, vol. 15 no. 3
Type: Research Article
ISSN: 1753-8394

Keywords

Article
Publication date: 11 November 2020

Saeed Awadh Bin-Nashwan and Meshari Al-Daihani

The rapid outbreak of coronavirus 2019 (COVID-19) has triggered unprecedented restrictions on not only human movement but also a wide sphere of economic activities, disrupting…

1833

Abstract

Purpose

The rapid outbreak of coronavirus 2019 (COVID-19) has triggered unprecedented restrictions on not only human movement but also a wide sphere of economic activities, disrupting livelihood, welfare and business worldwide. In response, some Muslim communities have launched fundraising campaigns to mitigate the socio-economic impacts of the virus on the front-liners and the most affected segments of vulnerable populations. The purpose of this study is to explore the intrinsic and extrinsic motivations of donors to these campaigns who contribute via social media platforms (SMPs).

Design/methodology/approach

This study adopts a cross-sectional research design using an online survey conducted in a typical Muslim community such as Kuwait. A total of 565 samples of data (356 women, 209 men) were used for analysis. Partial least squares-structural equation modeling was used to estimate the research model and extract meaningful conclusions.

Findings

The results show that charitable projects, internet technology features, SMP features and religiosity are significant motivations that influence attitudes toward online donations related to COVID-19 response. All these relationships are indirectly related to intentions to donate via SMP through a significant mediating effect of attitude.

Practical implications

The outcome of this study could support the efforts of governments, non-profit organizations and communities to focus attention on suitable proactive strategies to boost online fundraising campaigns for those affected by epidemic diseases.

Originality/value

This study enriches the literature by integrating both intrinsic and extrinsic motivations of online donations into a new and unique related context such as SMP, especially amid the COVID-19 crisis.

Details

Journal of Islamic Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 5 July 2023

Mohamed M. Elsotouhy, Abdelkader M. A. Mobarak, Mona I. Dakrory, Mohamed A. Ghonim and Mohamed A. Khashan

Despite the significance of donations (Sadaqah) via mobile payment in Islamic countries, little is known about the variables influencing continuance intention toward using…

Abstract

Purpose

Despite the significance of donations (Sadaqah) via mobile payment in Islamic countries, little is known about the variables influencing continuance intention toward using m-payment for donations (Sadaqah). Based on the stimulus-organism-response (S-O-R) model, this research explores the influence of perceived quality (i.e. system, information, service) as a stimulus on customer satisfaction, engagement and delight as organisms, which then affects continuance intention toward using m-payment for donations (Sadaqah) as a response. Moreover, the study investigates the moderating role of Islamic religiosity.

Design/methodology/approach

Using partial least squares structural equation modeling (PLS-SEM), a representative data sample of 419 Egyptian Muslims was analyzed to test hypotheses.

Findings

The findings revealed that all perceived quality constructs significantly positively affect customers' satisfaction. Customer satisfaction, in turn, positively affects customer engagement and delight. Moreover, customer engagement, delight and Islamic religiosity significantly positively affect continuance intention toward using m-payment for donations (Sadaqah). The findings also revealed that Islamic religiosity moderates the influence of customer engagement and customer delight on continuance intention toward using m-payment for donations (Sadaqah).

Originality/value

This is the first study to examine using m-payment for donations (Sadaqah) in an Islamic environment based on the S-O-R model.

Details

International Journal of Bank Marketing, vol. 41 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 12 July 2011

Judith Holdershaw, Philip Gendall and Malcolm Wright

The purpose of this paper is to test whether, in the context of blood donation, the predictive ability of the theory of planned behaviour (TPB) extends from behavioural intention

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Abstract

Purpose

The purpose of this paper is to test whether, in the context of blood donation, the predictive ability of the theory of planned behaviour (TPB) extends from behavioural intention to actual donation behaviour, and whether extended versions of the TPB perform better than the standard version.

Design/methodology/approach

Intentions to donate blood predicted by the TPB are compared with an accurate measure of blood donation behaviour obtained following a mobile blood drive by the New Zealand Blood Service.

Findings

When the observed outcome is donation behaviour rather than behavioural intention, the TPB model's performance drops. Extending the variables in the model to include moral obligation and past behaviour does not improve its predictive ability, and neither does the use of belief‐based variables.

Practical implications

The TPB is much less effective in predicting blood donation behaviour than it is in predicting intentions to donate blood. But only actual donation behaviour yields medical supplies. This study suggests that to advance the goal of increasing donation rates, attention needs to turn to methods other than the TPB to identify variables that do predict donation behaviour.

Originality/value

The present study gathered one of the largest samples used for TPB blood donation research; this enabled predictions made using the TPB to be tested against actual behaviour, rather than behavioural intention, the measure typically used in blood donation studies. Because blood donation is a low‐incidence behaviour, previous studies have been hampered by small sample sizes, that inevitably contain few donors, and no measure of actual donation behaviour.

Details

Journal of Social Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 21 April 2020

Geumchan Hwang, Lisa A. Kihl and Yuhei Inoue

This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.

Abstract

Purpose

This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.

Design/methodology/approach

Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed using structural equation modeling.

Findings

Results indicated that the quality of CSR information positively affected e-satisfaction with CSR initiatives, which, in turn, predicted fans’ online donation intentions, university attachment, and fan–athletic department identification. Moreover, the relationship between e-satisfaction with CSR initiatives and online donation intentions was mediated by fan–athletic department identification.

Research limitations/implications

This study has a limitation in terms of generalizability. The current focus on a single athletic department does not apply the results to athletic programs at other US universities and colleges. Future research should confirm the generalizability of the study’s findings by collecting data from fans of other athletic departments.

Originality/value

It is important to understand the impact of CSR activities on online donor intentions because marketing these activities could serve as an effective fundraising tool for athletic departments. The findings from this study inform athletic administrators of factors they might consider when promoting CSR initiatives through online media to encourage fans’ donations.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 4 September 2017

Jandir Pauli, Kenny Basso and Juliane Ruffatto

Recent technological developments in healthcare have enabled an increased number of organ transplantation surgeries. At the same time, there is an increase in the number of people…

Abstract

Purpose

Recent technological developments in healthcare have enabled an increased number of organ transplantation surgeries. At the same time, there is an increase in the number of people awaiting organ transplant, coupled with the difficulty in donation. To bridge this gap, this study aims to propose to evaluate the effect of three types of beliefs (clinical beliefs, financial incentive beliefs and beliefs on the social benefits of altruism and solidarity) on the intention to donate organs. Moreover, this paper uses the attitudes in relation to donation to explain the effect of these beliefs on the intention to donate organs.

Design/methodology/approach

The research was conducted using a survey of 422 Brazilian participants and a mediation analysis to test the mediation hypotheses.

Findings

The results suggest that the effect of three types of beliefs (clinical, economic order and social solidarity) influence the intention to donate organs indirectly through the formation of attitudes concerning organ donation.

Research limitations/implications

This article contributes to the understanding of the formation of organ donation intentions and the role of different types of beliefs in the formation of such intentions.

Originality/value

The findings extend the discussions regarding the role of beliefs in the formation of attitudes and intentions of organ donation and have significant value in creating public policies that further promote organ donation.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 13 July 2018

Jong-chang Ahn, Suaini Sura and Jong-Chol An

The purpose of this paper is to explore the differences in the external factors influencing intention to donate via social network sites (SNSs), and the online donation knowledge…

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Abstract

Purpose

The purpose of this paper is to explore the differences in the external factors influencing intention to donate via social network sites (SNSs), and the online donation knowledge and awareness effect on the willingness to donate via SNS in the future between Malaysian and South Korean users.

Design/methodology/approach

In total, 288 samples’ data obtained from online survey using the snowball technique were analyzed through using cross-tabulation with χ2 tests and multiple regression analysis.

Findings

The results show that there is no significant difference between those countries regarding the online donation knowledge and awareness. However, the online donation knowledge and awareness significantly affect the willingness to donate via SNSs for South Korean, but not for Malaysian. As for Malaysian, the results reveal that only SNS features factor does significantly influence the attitude toward online donations. As for South Korean, the charity project and internet technology features factor significantly influence the attitude toward online donations. The attitude toward online donations of both countries influences on their intention to donate via SNS.

Research limitations/implications

The sample was gathered from certain regions in Malaysia and South Korea, and had slightly unbalanced characteristics (i.e. age), limiting the generalizability to the general population of both countries.

Practical implications

The findings suggest that non-profit organizations should consider the culture context in planning their future SNS donation program and focus on how to deal with the internet issues (e.g. trust, security), SNS features and charity project. As for Malaysian, promoting the internet and online donation awareness should be the priority before engaging in SNS donation program.

Originality/value

Whilst research on culture context in donation area is plentiful, the area of SNS donation remains underexplored. This paper offers an in-depth understanding of what influences SNS donation related to the identified culture context.

Details

Information Technology & People, vol. 31 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 21 December 2021

Eric Van Steenburg and Nancy Spears

The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes…

Abstract

Purpose

The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations.

Design/methodology/approach

The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments.

Findings

Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement.

Research limitations/implications

Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients.

Practical implications

The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate.

Originality/value

This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

Details

European Journal of Marketing, vol. 56 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 April 2021

Yuangao Chen, Ruyi Dai, Lu Wang, Shuiqing Yang, Yixiao Li and June Wei

This study adopts self-determination theory and stimulus-organism-response framework to develop a model that explores the motivations of such donors by considering their…

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Abstract

Purpose

This study adopts self-determination theory and stimulus-organism-response framework to develop a model that explores the motivations of such donors by considering their self-determination needs and extrinsic and intrinsic motivations.

Design/methodology/approach

Based on online survey data collected from 436 crowdfunding donors in China, this study follows a structural equation modeling analysis to test hypotheses.

Findings

The results indicate that perceived ease of use, perceived self-efficacy and social connection have positive effects on the donation intentions of backers through a combination of extrinsic and intrinsic motivations.

Originality/value

The findings shed light on various extrinsic and intrinsic motivations advancing knowledge of individual fund motivation in donation-based crowdfunding and provide guidelines for the development of donation-based crowdfunding theory and practice.

Details

Industrial Management & Data Systems, vol. 121 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

1 – 10 of over 4000