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Who Clicks on Online Donation? Understanding the Characteristics of SNS Users during Participation in Online Campaigns

Author

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  • Eun Young Park

    (Institute for Business Research & Education, Korea University, 145, Anam-ro, Seongbuk-gu, Seoul 02841, Korea)

  • Jin Hwa Rhee

    (Department of Business Administration, College of Economics and Business Administration, Daegu University, 201, Daegudae-ro, Gyeongsan-si, Gyeongsangbuk-do 38453, Korea)

Abstract

The purpose of this study is to explore the characteristics of SNS (Social Network Service) users as potential donors for the sustainability of online donation campaigns. For this purpose, we examined the relationship between SNS users’ characteristics, social interaction and donation intention. Based on self-construal level theory, we assume that SNS users’ characteristics (independent-self and interdependent-self) affect their social interaction and in turn their online donation behaviors. Specifically, we suggest that people with an interdependent disposition tend to have more social interaction, which in turn has a positive effect on participation in donation through the mediation of empathy for the beneficiaries of the donation described in the advertisement. In order to verify the hypotheses, we use structural equation modeling to analyze data collected from 116 participants through online surveys. The findings of this study are as follows. First, individuals with an interdependent disposition have more online social interaction, whereas an independent disposition does not have a significant effect on social interaction online. Second, SNS users’ social interaction has a positive effect on empathy for the beneficiaries of donation. Third, empathy for beneficiaries has a positive effect on participation in online donations. These findings confirm the psychological mechanism between online social interaction and donation behavior and contribute useful guidance for non-profit organizations that design and implement online donation campaigns.

Suggested Citation

  • Eun Young Park & Jin Hwa Rhee, 2019. "Who Clicks on Online Donation? Understanding the Characteristics of SNS Users during Participation in Online Campaigns," Sustainability, MDPI, vol. 11(13), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:13:p:3674-:d:245590
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    References listed on IDEAS

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    Cited by:

    1. Hyun Hye Kim & EunKyoung Han, 2020. "The Application of the Theory of Planned Behavior to Identify Determinants of Donation Intention: Towards the Comparative Examination of Positive and Negative Reputations of Nonprofit Organizations CE," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
    2. Eunyoung Kim & Sung Eun Park, 2023. "The determinants of supporting crowdfunding sites: Understanding internal and external factors from public relations’ perspectives," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 269-287, June.
    3. Yanzhi Liu & Rong Cao & Zheng Wang, 2023. "Does Help-Seeking Message Content Impact Online Charitable Behavior? A Qualitative Comparative Analysis Based on 40 Waterdrop Projects," Sustainability, MDPI, vol. 15(2), pages 1-18, January.
    4. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    5. Yong Zhang & Chuling Lin & Jialing Yang, 2019. "Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions," Sustainability, MDPI, vol. 11(22), pages 1-17, November.

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