Abstract
ABSTRACT Social media fundraising has become an important tool for nonprofits to raise money. Focusing on one specific fundraising tool, Facebook birthday fundraiser, the current study developed an extended Theory of Planned Behavior (TPB) model and included three external variables, relationship strength with the fundraiser creator, perceived risk regarding personal information safety, and personal relevance of the fundraising cause. An online survey was conducted to investigate their influences on Facebook users’ donation intention and behaviors. Confirmatory factor analysis and structural equation modeling were conducted, and hypothetical correlations were tested. Results showed that relationship strength significantly influenced subjective norms, attitude toward the fundraiser, self-efficacy, and perceived behavior control. Perceived risk positively influenced subjective norms. Personal relevance positively affected donation intention. Relationships among factors from previous TBP studies were also tested and verified. Implications and limitations of the study were discussed.
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