Why do people donate online? A perspective from dual credibility transfer

Betty Purwandari (), Latifatul Khairiyah (), Mardiana Purwaningsih (), Achmad Nizar Hidayanto (), Nur Fitriah Ayuning Budi () and Kongkiti Phusavat ()
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Betty Purwandari: Universitas Indonesia
Latifatul Khairiyah: Universitas Indonesia
Mardiana Purwaningsih: Perbanas Institute
Achmad Nizar Hidayanto: Universitas Indonesia
Nur Fitriah Ayuning Budi: Universitas Indonesia
Kongkiti Phusavat: Kasetsart University

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 2, No 7, 393-425

Abstract: Abstract Previous research related to online donations has not addressed the importance of the credibility of the three main components of online donation: campaigns, websites, and donation organizations through a credibility transfer mechanism. This model can later determine the factors that influence a person's desire to donate online based on the credibility of campaigns, websites, and organizations. Each of these factors is then attached to the Elaboration Likelihood Model (ELM) theory, which explains the process of someone elaborating a message through a central route or a peripheral route. Respondents who can fill out this questionnaire are the general public who have read at least one description of the donation campaign on the Kitabisa website. The questionnaire results were processed using PLS-SEM statistical analysis with SmartPLS software version 3.2.6 based on questionnaire data from 503 respondents. PLS-SEM is generally used to develop theory in exploratory research by explaining the variance of the dependent variables when evaluating the model. The analysis results found that online donation intention was directly influenced by campaign credibility. In addition, there are two credibility transfer processes found in this study, namely, between website credibility and campaign credibility and between organizational credibility and website credibility.

Keywords: Online donation; Elaboration Likelihood Model; ELM; Campaign credibility; Website credibility; Organizational credibility; Credibility transfer (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00345-3

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