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

Fatemeh Maleki () and Seyed Mohsen Hosseini ()
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Fatemeh Maleki: Semnan University
Seyed Mohsen Hosseini: University of Allameh Taba Taba e (ATU)

International Review on Public and Nonprofit Marketing, 2020, vol. 17, issue 4, No 2, 409-443

Abstract: 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.

Keywords: Brand engagement; Charity reputation; Donation intention; Mobile payment apps; Religiosity (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s12208-020-00254-3

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