Intention to donate money via social network site : perspective from a developing country
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 influ...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://journalarticle.ukm.my/17469/ http://journalarticle.ukm.my/17469/1/41133-159775-2-PB.pdf |
| _version_ | 1848814321715380224 |
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| author | Tze, Kiat Lui Mohd Haniff Zainuldin, |
| author_facet | Tze, Kiat Lui Mohd Haniff Zainuldin, |
| author_sort | Tze, Kiat Lui |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T00:32:14Z |
| format | Article |
| id | oai:generic.eprints.org:17469 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:32:14Z |
| publishDate | 2021 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:174692021-10-07T06:46:48Z http://journalarticle.ukm.my/17469/ Intention to donate money via social network site : perspective from a developing country Tze, Kiat Lui Mohd Haniff Zainuldin, 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. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/17469/1/41133-159775-2-PB.pdf Tze, Kiat Lui and Mohd Haniff Zainuldin, (2021) Intention to donate money via social network site : perspective from a developing country. Jurnal Pengurusan, 61 . pp. 83-94. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1409 |
| spellingShingle | Tze, Kiat Lui Mohd Haniff Zainuldin, Intention to donate money via social network site : perspective from a developing country |
| title | Intention to donate money via social network site : perspective from a developing country |
| title_full | Intention to donate money via social network site : perspective from a developing country |
| title_fullStr | Intention to donate money via social network site : perspective from a developing country |
| title_full_unstemmed | Intention to donate money via social network site : perspective from a developing country |
| title_short | Intention to donate money via social network site : perspective from a developing country |
| title_sort | intention to donate money via social network site : perspective from a developing country |
| url | http://journalarticle.ukm.my/17469/ http://journalarticle.ukm.my/17469/ http://journalarticle.ukm.my/17469/1/41133-159775-2-PB.pdf |