Digital Altruism: Research on the Influence Mechanism of 
Individual Donation Behavior in the Internet Environment

Peng Shen

doi:10.70711/aitr.v2i4.4862

Digital Altruism: Research on the Influence Mechanism of Individual Donation Behavior in the Internet Environment

Peng Shen

Abstract

With the rapid development of Internet technology, individual donation behavior has gradually emerged on digital platforms, and
has formed a unique digital altruism phenomenon. In this paper, we deeply explore the concept of digital altruism, especially in the influence mechanism of individual donation behavior in the Internet environment. Based on the theory of planned behavior and the technical acceptance model, we have developed a comprehensive framework to reveal how individuals are driven by multiple factors in the digital age.

Keywords

Digital altruism; Individual donation behavior; Theory of planning behavior; Technical acceptance model

Full Text:

PDF

Included Database

References

[1] Casale, D., & Baumann, A. (2015). Who gives to international causes? A sociodemographic analysis of U.S. donors. Nonprofit and Voluntary Sector Quarterly, 44(1), 98-122.

[2] Elaine, W. (2017). When does "Liking" a Charity Lead to Donation Behaviors? European Journal of Marketing, 51(11/12), 2002-2029.

[3] Escobar Rodriguez, T., & Carvajal Trujillo, E. (2014). Online purchasing tickets for low-cost carriers: An application of the unified

theory of acceptance and use of technology (UTAUT) model. Tourism Management, 43, 70-88.

[4] Eze, U. C., Mohd Aliff Ten Bin Mohd Yusof Ten, & Poong, Y. S. (2011). Mobile Commerce Usage in Malaysia: Assessing Key Determinants. International Conference on Social Science and Humanity, 5, 265-268.

[5] Gerard P. Prendergast, Chan Hak Wai Maggie. (2013). Donors' experience of sustained charitable giving: a phenomenological study.

Journal of Consumer Marketing, 30(2), 130-139.

[6] Hagai, K., Maria B., & David A. B. (2019). It Is All About Control: Understanding Reluctance to Register for Organ Donation. Nonprofit and Voluntary Sector Quarterly, 48(3), 665-680.

[7] Karen, W., Tiffany B., & Paige M. (2019). A Descriptive Study of the Attitudes, Perceptions, and Experiences of Human Milk Donation.

Advances in Neonatal Care, 19(6), 441-451.

[8] Lilley, A., & Slonim, R. (2014). The price of warm glow. Journal of Public Economics, 114, 58-74.

[9] Lwin, M., Phau, I., & Lim, A. (2013). Charitable Donations: Empirical Evidence from Brunei. Asia-Pacific Journal of Business Administration, 15(3), 215-233.

[10] Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research,

65(5), 701-707.

[11] Moon, S. G., Seo, M., & Kim, K. W. (2015). Effects of Motivation on Charitable Giving Practices: The Case of Korean American Immigrants. VOLUNTAS: International Journal of Voluntary & Nonprofit Organizations, 26(5), 2645-2670.

[12] Munoz-Leiva, A., et al. (2017). Determinants of Intention to Use the Mobile Banking Apps: An Extension of the Classic TAM Model.

Spanish Journal of Marketing, 27, 25-38.

[13] Neumayr, M., & Handy, F. (2017). Charitable Giving: What Influences Donors' Choice Among Different Causes?. Voluntas: International Journal of Voluntary & Nonprofit Organizations, 30(4), 783-799.

[14] Rooney, P. M., Ottoni-Wilhelm, M., Wang, X. Y., Han, X. (2021). Dynamics of American giving: descriptive evidence. Nonprofit and

Voluntary Sector Quarterly, 50(4), 729752.

[15] Saunders, S. G. (2013). The diversification of charities: from religion-oriented to for-profit oriented fundraising. International Journal of

Nonprofit & Voluntary Sector Marketing, 18(2), 141-148.

DOI: http://dx.doi.org/10.70711/aitr.v2i4.4862

Refbacks

There are currently no refbacks.