Factors Influencing Social Media Users’ Continued Intent to Donate

Yi Li and Liangru Yu
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Yi Li: School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing 400065, China
Liangru Yu: School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing 400065, China

Sustainability, 2020, vol. 12, issue 3, 1-13

Abstract: Social media donation is an emerging sustainable business model. Donation in the context of social media can often bring benefits to content creators and social media platforms, as well as realizing their sustainable development. Based on attachment theory, customer loyalty theory, and interaction ritual chains theory, this paper studies how feedback interaction and participatory interaction affect users’ continued intent to donate. The role of users’ emotion and price consciousness are mainly considered. Data were collected through questionnaires, and the sample covered 466 WeChat users. Structural equation modeling and linear regression were used to test the hypothesis. It was found that emotional attachment and emotional loyalty had significant positive effects on users’ continued intent to donate, and participatory interaction had significant positive effects on emotional attachment and emotional loyalty, while feedback interaction had a significant positive effect on emotional attachment. Price consciousness did not directly affect continued intent to donate, but as a moderator, it weakened the positive relationship between emotional attachment and continued intent to donate.

Keywords: continued intent to donate; interaction; emotional attachment; emotional loyalty; price consciousness; structural equation modelling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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