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This study aims to progress knowledge by developing and analyzing an integrated model of behavioral loyalty enhancement related to non-profit organization (NPO) donation. To achieve this aim, the study examines the influences of three variables of donor loyalty, namely, attitude toward beneficiaries, trust and self-esteem in one integrated model. Additionally, to compare the extent to which each variable affects donor loyalty, mediating effects are suggested.

Data from 245 Korean donors are used to investigate the proposed conceptual model using structural equation modeling with AMOS.

Findings from the study demonstrate that trust has the highest mediating influence on the intention to continue donation. Similarly, the findings reveal that self-esteem has the highest mediating influence on positive word-of-mouth (PWOM). However, the study findings suggest that attitudes toward beneficiaries are not significant predictors of both intentions to continue donating and PWOM.

The impact of trust on the intention to continue donating is more important than that of self-esteem and attitude toward the beneficiary.

Similarly, the impact of trust and self-esteem on positive WOM is more important than that of attitude toward beneficiary.

With this research, NPOs can make more budget from personal donation efficiently.

The findings of this research provide evidence that there are three important components relative to donation, namely, donor, NPO and beneficiary, and propose an integrated model which is composed of these three key components.