Intention to donate via social network sites (SNSs)

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.

Factors Influencing Donation Intention to Personal Medical Crowdfunding Projects Appearing on MSNS

“…Third, the results also suggested that MSNS information has significant effects on people's attitude towards donating to a personal medical crowdfunding project. The results for MSNS information are in line with the findings of Ahn et al (2018), which indicated that MSNS information has significant effect on people's overall attitude towards online donation on Malaysian.…”

“…Therefore, this study is also helpful for future studies to compare the factors influencing the behavioral intentions of potential donors of personal medical crowdfunding in different countries from a cross-cultural perspective. In fact, consumers with different cultural orientations have different donation intentions and behaviors (Gauher et al, 2013;Dean et al, 2018;Ahn et al, 2018).…”

About Intentions to Donate for Sustainable Rural Development: An Exploratory Study

“…Finally, the most striking result is that background factors (employment condition and age) are significant but negatively, meaning that young and unemployed persons are more prone to donating to pro-rural initiatives. Firstly, this could be explained by the fact that young people are more often Internet users, therefore they are more familiar with the crowdfunding mechanism and according to [55,56], online fundraising might encourage young donors. Secondly, in some way, the young and unemployed seem to be more concerned with sustainable rural projects (empathy concern positively affects the donation decision, [57]).…”

Social network behavior inappropriateness: the role of individual-level espoused national cultural values

“…Over the years, IS researchers have examined various aspects of social networks, such as the ones dealing with security (Ikhalia et al , 2019), ethics (Jones, 2017), fatigue (Malik et al , 2020) and excessive use (Yu et al , 2018). While the academic interest in the research on the intersection of culture and social networks is increasing (Wenninger et al , 2019a; Ahn et al , 2018; Yau et al , 2019; Hu et al , 2020), there are several “unique opportunities and contextualized benefits in conducting cross-cultural analysis in SNS [social network services]” (Guo et al , 2020, p. 3). Moreover, the research advancing the role of cultural factors has become increasingly salient in recent years as social networks, “continue to bring our nations and cultures together, and as individuals increasingly move across the cultural landscape as national borders diminish in importance” (Warkentin et al , 2015, p. 233).…”