Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion

Isaac Owusu Asante,Dennis Fiifi Darko,Hossin M D Altab,Jiaming Fang

doi:10.1177/21582440211006387

Isaac Owusu Asante, Dennis Fiifi Darko + Show 2 more

Open Access

https://doi.org/10.1177/21582440211006387

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Abstract

Donations to articles on social media, as a new behavior, have been trending in recent years. Unlike donations to a charitable and nonprofit organization or victims, donations to social media articles have been accorded minimal attention from academic researchers. From the stimuli–organism–response framework, this study proposed a model to investigate the factors that influence the donation intentions of users on social media toward articles. Our results demonstrate that the credibility of the article determines users’ donation intentions. The results also indicate that the perceived value (usefulness and enjoyment) of the article mediates the effects of article credibility on users’ donation intentions. The social contagion nature of the article is also proven to moderate the magnitude of impacts on donation intention by users’ perceived usefulness, perceived enjoyment, and perception of article credibility.

Highlights

Social media is the core of creating and distribution of information through user-generated content (UGC)
The Kaiser–Meyer–Olkin (KMO) statistic was tested to ensure that the data were appropriate for factor analysis; the KMO values for each variable in the study were above 0.6 (DIs: 0.692, article credibility (AC): 0.737, perceived usefulness (PU): 0.738, perceived enjoyment (PE): 0.757, and social contagion” (SC): 0.761), indicating adequate sampling and data for factor analysis (Kaiser, 1974; Wan et al, 2017)
The most significant factor accounted for 43% of the variance and, the value is below 50%, another test was conducted to ensure the absence of common method bias by using (Podsakoff et al, 2003) method

Summary

Introduction

Social media is the core of creating and distribution of information through user-generated content (UGC). It is prudent for researchers and social media developers to understand the driving force responsible for donation to comprehend the entire range of social media possibilities (Wan et al, 2017)

Methods

Results

Conclusion