Intention to Donate Money via Social Network Site: Perspective from a Developing Country

Abstract

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.

Intentions and donations: monetary charity in Kuwait during the COVID-19 pandemic

“…We have some evidence to substantiate this claim even during the pandemic (Aji et al, 2021). Finally, Lui and Zainuldin (2021) recently highlighted the significant role of PBC and DN, impacting donation decisions. Thus, based on the contextual and theoretical reasons, we pose the following hypothesis:…”

“…The sample included employees from different sectors (public and private) and because of the large number of youths in Kuwait, students at a local university as well. The justification for choosing a mix of both students and employees for the sample derives from the existing TPB literature, which has mainly focused on a student or young sample size, even though they are least likely to donate because of financial constraints (Lui and Zainuldin, 2021; Hassan et al , 2018; Ranganathan and Henley, 2008). During the time of data collection, the infection rate averaged 511 and less than one death per day (Table 1).…”

“…Studies have used TPB to predict blood donation and organ donation (Kassie et al , 2020; Hyde and White, 2009). Though there is increasing support to understand the intentions of donors giving money through the application of TPB, it is currently lacking (Lui and Zainuldin, 2021; Da Silva et al , 2020; Hassan et al , 2018). In addition, during the COVID-19 pandemic, prosocial behavior has played a major role in grappling with the cascading effects of the virus, both immediate and long-term (Wu and Zhu, 2020).…”

“…However, there is a lack of research examining this generous behavior among Kuwaiti population (Elkahlout, 2020). Moreover, some researchers such as Lui and Zainuldin (2021) believe that donation intentions and behavior need more exploration to bring further clarity as why people donate, particularly after the pandemic.…”