A Study to the Intention of on-line Donation from the Perspective of Trust

• Main Authors: Chien-Hsiang Chen, 陳建翔
• Other Authors: Chao-Ming Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/86508821442862328065

碩士 === 中原大學 === 資訊管理研究所 === 98 === Donation is one of the crucial sources of revenue for the NPOs (Nonprofit Organizations). In recent years, many NPOs have not only established their own official websites but provided online donation services. As a result, this study aims to investigate what are the potential factors that may influence donators’ intention while surfing on the NPO’s donation websites in terms of the trust theory and donators’ viewpoints. The research model is developed on the basis of the trust model proposed by Mayer et al.(1995). Besides, according to the relevant literature reviews and the recent developement of online donation, some issues including “security”,”ease of use”,” helping situation” and “egoistic of donors” are discussed. A set of Internet questionnaires and field experiment are employed and analyzed by the structural equation modeling. The results of the study show that (1) The NPOs’ “ability”, “integrity” and “benevolence” directly affect “donators’ trust to them.” (2) Donators’ trust to the NPOs has a positive effect on the “security of donation website.” (3) “Security of donation website” has a positive effect on “donators’ intention.” (4) The “helping situations of website”, “egoisticality of donors” and “trust to the NPOs” have a positive effect on “donators’ intention.” (5) The influence of “ease of use” to “intention of donation” are moderated by “egoisticality of donors” that the effect will be stronger for high egoistic people. Furthermore, the study concludes the factors influencing donators’ intention and ranked from high to low, including “trust”,” helping situation”,” security”, ”egoisticality”, “benevolence” ,“integrity” and “ability.”