Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
International Review on Public and Nonprofit Marketing
Erschienen in: International Review on Public and Nonprofit Marketing 4/2020

09.08.2020 | Original Article

Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?

verfasst von: Fatemeh Maleki, Seyed Mohsen Hosseini

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 4/2020

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

The purpose of this study is to examine the impact of donor-related factors (e.g., religiosity, and attitude toward helping others), m-payment system-related factors (system trust, and effort expectancy) and charity brand-related factors (a donor-brand engagement model) on the intention to donate via mobile payment applications (m-payment apps) and intention to recommend this function to others. Furthermore, importance-performance map analysis (IPMA) was used to list factors in order of priority to provide managerial insights. 523 donors of prior donation experiences from 9 charity organizations in Tehran participated in this study designed to gauge their intention to donate via m-payment apps and intention to recommend to others. PLS structural equation modeling was used to test the hypotheses of this study. The results indicated that donor-brand engagement, helper’s high, and donor involvement fall into the “maintainˮ quadrant for intention to donate via m-payment apps. Additionally, as religiosity has the lowest importance but relatively high performance, investing in this variable seems to be a wasted effort. Also, m-payment system-related factors have relatively low importance. So, they are not sufficient to motivate donors to donate via m-payment apps. Consequently, charity managers who are interested in expanding online donation via m-payment apps should prioritize improving the performance of the brand-related factors. Although religiosity may affect offline donation, its influence was insignificant in this study. It seems religious donors in this study seek visible or public displays of charity donation. This can be justified by pointing to the conspicuous consumption and need for social status.
Vorheriger Artikel Waste not: selling near-expired bread in Indonesia
Nächster Artikel Identifying patterns of alumni commitment in key strategic relationship programmes

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Literatur
Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139–149.
Alhidari, I. S., Veludo-de-Oliveira, T. M., Yousafzai, S. Y., & Yani-de-Soriano, M. (2018). Modeling the effect of multidimensional trust on individual monetary donations to charitable organizations. Nonprofit and Voluntary Sector Quarterly, 47(3), 623–644.
Allred, A., & Amos, C. (2018). Disgust images and nonprofit children’s causes. Journal of Social Marketing, 8(1), 120–140.
Arli, D., & Lasmono, H. (2015). Are religious people more caring? Exploring the impact of religiosity on charitable organizations in a developing country. International Journal of Nonprofit and Voluntary Sector Marketing, 20(1), 38–51.
Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2020). Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology. The International Review of Retail, Distribution and Consumer Research, 30(2), 143–163.
Bekkers, R., & Wiepking, P. (2011). A literature review of empirical studies of philanthropy: Eight mechanisms that drive charitable giving. Nonprofit and Voluntary Sector Quarterly, 40(5), 924–973.
Bennett, R. (2006). Predicting the lifetime durations of donors to charities. Journal of Nonprofit & Public Sector Marketing, 15(1–2), 45–67.
Bennett, R. (2009). Impulsive donation decisions during online browsing of charity websites. Journal of Consumer Behaviour: An International Research Review, 8(2–3), 116–134.
Bennett, R. (2013). Elements, causes and effects of donor engagement among supporters of UK charities. International Review on Public and Nonprofit Marketing, 10(3), 201–220.
Bennett, R. (2018). Financial charity giving behaviour of the working poor: An empirical investigation. Journal of Marketing Management, 34(17–18), 1587–1607.
Bennett, R., & Savani, S. (2004). Factors influencing the willingness to donate body parts for transplantation. Journal of Health & Social Policy, 18(3), 61–85.
Bloemer, J., & Odekerken-Schröder, G. (2003). Antecedents and consequences of affective commitment. Australasian Marketing Journal (AMJ), 11(3), 33–43.
Briggs, E., Peterson, M., & Gregory, G. (2010). Toward a better understanding of volunteering for nonprofit organizations: Explaining volunteers’ pro-social attitudes. Journal of Macromarketing, 30(1), 61–76.
Cao, Q., & Niu, X. (2019). Integrating context-awareness and UTAUT to explain Alipay user adoption. International Journal of Industrial Ergonomics, 69, 9–13.
Carvalho, A., & Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1–2), 23–37.
Chemingui, H., & Ben Lallouna, H. (2013). Resistance, motivations, trust and intention to use mobile financial services. International Journal of Bank Marketing, 31(7), 574–592.
Chen, Y. R. R. (2018). Strategic donor engagement on mobile social networking sites for mobile donations: A study of millennial WeChat users in China. Chinese Journal of Communication, 11(1), 26–44.
Chen, W., & Givens, T. (2013). Mobile donation in America. Mobile Media & Communication, 1(2), 196–212.
Cho, M., Lemon, L. L., Levenshus, A. B., & Childers, C. C. (2019). Current students as university donors?: Determinants in college students’ intentions to donate and share information about university crowdfunding efforts. International Review on Public and Nonprofit Marketing, 16(1), 23–41.
Choi, B., & Kim, M. (2016). Donation via Mobile applications: A study of the factors affecting Mobile donation application use. International Journal of Human–Computer Interaction, 32(12), 967–974.
Choi, S., Kim, H., Chung, M., & Lee, S. Y. (2019). Online donation experiences, donation awareness, and intention of future donation among teenagers in South Korea. Journal of Social Service Research, 45(5), 622–633.
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100–109.
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395–1404.
Fang, Y. H. (2017). Beyond the usefulness of branded applications: Insights from consumer–brand engagement and self-construal perspectives. Psychology & Marketing, 34(1), 40–58.
Finney, J. M. (1978). A theory of religious commitment. Sociological Analysis, 39(1), 19–35.
France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer-brand engagement: Drivers and consequences. Journal of Brand Management, 23(2), 119–136.
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11–12), 1372–1388.
Hair Jr., J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Hassay, D. N., & Peloza, J. (2009). Building the charity brand community. Journal of Nonprofit & Public Sector Marketing, 21(1), 24–55.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hopkins, C. D., Shanahan, K. J., & Raymond, M. A. (2014). The moderating role of religiosity on nonprofit advertising. Journal of Business Research, 67(2), 23–31.
Hudson, J. (2008). The branding of charities. In A. Sargeant & W. Wymer (Eds.), The Routledge companion to nonprofit marketing (pp. 70–81). New York, NY: Routledge.
Human, D., & Terblanche, N. S. (2012). Who receives what? The influence of the donation magnitude and donation recipient in cause-related marketing. Journal of Nonprofit & Public Sector Marketing, 24(2), 141–160.
Jarvis, W., Ouschan, R., Burton, H., Soutar, G., & O’Brien, I. (2017). Customer engagement in CSR: A utility theory model with moderating variables. Journal of Service Theory and Practice, 27(4), 833–853.
Jeng, S. P. (2016). The influences of airline brand credibility on consumer purchase intentions. Journal of Air Transport Management, 55, 1–8.
Johnson, C. M., & Tariq, A. (2016). Need for status as a motive for the conspicuous consumption of cause-related goods. In K. Kim (Ed.), Celebrating America’s pastimes: Baseball, hot dogs, apple pie and marketing?. Developments in marketing science: Proceedings of the academy of marketing science (pp. 19–23). Cham: Springer.
Jordan, P. J., & Troth, A. C. (2020). Common method bias in applied settings: The dilemma of researching in organizations. Australian Journal of Management, 45(1), 3–14.
Kleinschafer, J., Morrison, M., & Dowell, D. (2018). The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector. International Review on Public and Nonprofit Marketing, 15(4), 455–474.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1–10.
Kull, A. J., & Heath, T. B. (2016). You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility. International Journal of Research in Marketing, 33(1), 78–92.
Kwak, D. H. A., Ramamurthy, K. R., Nazareth, D., & Lee, S. (2018). The moderating role of helper’s high in anchoring process: An empirical investigation in the context of charity website design. Computers in Human Behavior, 84, 230–244.
Li, Q. (2017). Research on impact factors for online donation behavior of bank customer. The Journal of Finance and Data Science, 3(1–4), 13–19.
Li, Y. Z., He, T. L., Song, Y. R., Yang, Z., & Zhou, R. T. (2018). Factors impacting donors’ intention to donate to charitable crowd-funding projects in China: A UTAUT-based model. Information, Communication & Society, 21(3), 404–415.
Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in crosssectional research designs. Journal of Applied Psychology, 86(1), 114–121.
Lu, Y., Yang, S., Chau, P. Y., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & Management, 48(8), 393–403.
Lwin, M., Phau, I., & Lim, A. (2014). An investigation of the characteristics of australian charitable donors. Journal of Nonprofit & Public Sector Marketing, 26(4), 372–389.
Meijer, M. M. (2009). The effects of charity reputation on charitable giving. Corporate Reputation Review, 12(1), 33–42.
Meng, R., Kang, M., Wang, T., & Zheng, H. (2016). Understanding the role of Commitmentsin explaining Crowdfunding investing willingness: Antecedents and consequences. In In proceedings of the 20th Pacific Asia conference on information systems. Chiayi: Taiwan.
Merchant, A., Ford, J. B., & Rose, G. (2011). How personal nostalgia influences giving to charity. Journal of Business Research, 64(6), 610–616.
Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701–707.
Miltgen, C. L., Popovič, A., & Oliveira, T. (2013). Determinants of end-user acceptance of biometrics: Integrating the “big 3” of technology acceptance with privacy context. Decision Support Systems, 56, 103–114.
Mitchell, S. L., & Clark, M. (2019). Reconceptualising product life-cycle theory as stakeholder engagement with non-profit organisations. Journal of Marketing Management, 35(1–2), 13–39.
Moriuchi, E., & Chung, C. (2018). Young Americans’ ethnic identity toward disaster advertising: The effects of disaster location and message types. International Journal of Nonprofit and Voluntary Sector Marketing, 23(1), e1596.
Muralidharan, S., & La Ferle, C. (2018). Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying. International Journal of Consumer Studies, 42(6), 804–812.
Noor, A. H. B. M., Isa, N. A. M., Irpan, H. M., Bahrom, H. B., Salleh, A. B. M., & Ridzuan, A. R. B. (2015). Characteristic affecting charitable donations behavior: Empirical evidence from Malaysia. Procedia Economics and Finance, 31, 563–572.
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404–414.
Osei-Frimpong, K., & McLean, G. (2018). Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change, 128, 10–21.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
Rajan, S. S., Pink, G. H., & Dow, W. H. (2009). Sociodemographic and personality characteristics of Canadian donors contributing to international charity. Nonprofit and Voluntary Sector Quarterly, 38(3), 413–440.
Randle, M., Leisch, F., & Dolnicar, S. (2013). Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy. Journal of Brand Management, 20(8), 689–704.
Ringle, C. M., & Sarstedt, M. (2016). Gain more insight from your PLS-SEM results: The importance-performance map analysis. Industrial Management & Data Systems, 116(9), 1865–1886.
Rizal, H., & Amin, H. (2017). Perceived ihsan, Islamic egalitarianism and Islamic religiosity towards charitable giving of cash waqf. Journal of Islamic Marketing, 8(4), 669–685.
Roberts, J. A., & David, M. E. (2019). Holier than thou: Investigating the relationship between religiosity and charitable giving. International Journal of Nonprofit and Voluntary Sector Marketing, 24(1), e1619.
Rudd, M., Aaker, J., & Norton, M. I. (2014). Getting the most out of giving: Concretely framing a prosocial goal maximizes happiness. Journal of Experimental Social Psychology, 54, 11–24.
Sargeant, A., Ford, J. B., & Hudson, J. (2008). Charity brand personality: The relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly, 37(3), 468–491.
Sargeant, A., Ford, J. B., & West, D. C. (2006). Perceptual determinants of nonprofit giving behavior. Journal of Business Research, 59(2), 155–165.
Saxton, J. (1995). A strong charity brand comes from strong beliefs and values. Journal of Brand Management, 2(4), 211–220.
Sharma, S. K., Sharma, H., & Dwivedi, Y. K. (2019). A hybrid SEM-neural network model for predicting determinants of mobile payment services. Information Systems Management, 36(3), 243–261.
Smitko, K. (2012). Donor engagement through twitter. Public Relations Review, 38(4), 633–635.
Skarmeas, D., & Shabbir, H. A. (2011). Relationship quality and giving behaviour in the UK fundraising sector; exploring the antecedent roles of religiosity and self-construal. European Journal of Marketing, 45(5), 720–738.
Stathopoulou, A., Borel, L., Christodoulides, G., & West, D. (2017). Consumer branded# hashtag engagement: Can creativity in TV advertising influence hashtag engagement? Psychology & Marketing, 34(4), 448–462.
Stebbins, E., & Hartman, R. L. (2013). Charity brand personality: Can smaller charitable organizations leverage their brand’s personality to influence giving. International Journal of Nonprofit and Voluntary Sector Marketing, 18(3), 203–215.
Streukens, S., Leroi-Werelds, S., & Willems, K. (2017). Dealing with nonlinearity in importance-performance map analysis (IPMA): An integrative framework in a PLS-SEM context. In H. Latan & R. Noonan (Eds.), Partial least squares path modeling: Basic concepts, methodological issues, and applications (pp. 367–403). Cham, Switzerland: Springer International.
Sura, S., Ahn, J., & Lee, O. (2017). Factors influencing intention to donate via social network site (SNS): From Asian’s perspective. Telematics and Informatics, 34(1), 164–176.
Terry, D. J., Hogg, M. A., & White, K. M. (1999). The theory of planned behaviour: Self-identity, social identity and group norms. British Journal of Social Psychology, 38(3), 225–244.
Tiltay, M. A., & Torlak, Ö. (2020). Similarities and differences of motivations of giving time and money: Giving to individuals versus humanitarian organizations in an emerging marke. International Journal of Nonprofit and Voluntary Sector Marketing, 25(1), e1649.
Urbonavicius, S., Adomaviciute, K., Urbutyte, I., & Cherian, J. (2019). Donation to charity and purchase of cause-related products: The influence of existential guilt and experience. Journal of Consumer Behaviour, 18(2), 89–96.
Vargo, C. J. (2016). Toward a tweet typology: Contributory consumer engagement with brand messages by content type. Journal of Interactive Advertising, 16(2), 157–168.
Veblen, T. (1899). The theory of the leisure class. London: Penguin Books.
Veludo-de-Oliveira, T. M., Alhaidari, I. S., Yani-de-Soriano, M., & Yousafzai, S. Y. (2017). Comparing the explanatory and predictive power of intention-based theories of personal monetary donation to charitable organizations. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 28(2), 571–593.
Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33(3), 295–312.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations. Journal of the Academy of Marketing Science, 28(2), 299–309.
Wymer, W., & Akbar, M. M. (2017). Brand authenticity, its conceptualization, and its relevance to nonprofit marketing. International Review on Public and Nonprofit Marketing, 14(3), 359–374.
Wymer, W., & Akbar, M. M. (2019). Brand authenticity’s influence on charity support intentions. Journal of Nonprofit & Public Sector Marketing, 31(5), 507–527.
Wymer, W., Gross, H. P., & Helmig, B. (2016). Nonprofit brand strength: What is it? How is it measured? What are its outcomes? Voluntas: International Journal of Voluntary and Nonprofit Organizations, 27(3), 1448–1471.
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1–27.
Zhou, T. (2014). An empirical examination of initial trust in mobile payment. Wireless Personal Communications, 77(2), 1519–1531.
Metadaten
Titel
Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?
verfasst von
Fatemeh Maleki
Seyed Mohsen Hosseini
Publikationsdatum
09.08.2020
Verlag
Springer Berlin Heidelberg
Erschienen in
International Review on Public and Nonprofit Marketing / Ausgabe 4/2020
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI
https://doi.org/10.1007/s12208-020-00254-3

Weitere Artikel der Ausgabe 4/2020

International Review on Public and Nonprofit Marketing 4/2020 Zur Ausgabe

Original research article

Waste not: selling near-expired bread in Indonesia

Original Article

Nomological validation of Villa Castaño’s socially responsible consumption scale

Original Article

Alumni’s perceptions about commitment towards their university: drivers and consequences

Original article

How to turn lurkers into donors? A study of online social support interactions between nonprofit organizations and their followers

Original article

Identifying patterns of alumni commitment in key strategic relationship programmes

Original Article

An expectancy theory perspective of volunteerism: the roles of powerlessness, attitude toward charitable organizations, and attitude toward helping others