Investigating antecedents and their consequences of usability in online donations: the case of university students' community services programs

Abstract

This research aims to investigate the main antecedents of the usability of electronic donation of non-profit organisation (NPO) website (aesthetics, information quality and creditability) and its consequences (trust, satisfaction and loyalty). To collect the data, we used online means of donations as part of community service programs implemented by universities within the Jordanian education sector. We asked students from Middle East universities, located in Jordan, to navigate a NPO website (King Hussein Cancer Foundation (KHCF)) and then we provided them with $15 incentives to donate. We found that aesthetics of non-profit website, information quality and credibility had positive impact on the usability of electronic donation for nonprofit website. Furthermore, we found that the usability of electronic donation of NPO website had positive impact on donors' trust and satisfaction of the website. In turn, we found that donors' trust and satisfaction had significant effect on students' electronic loyalty.