The effect of multidimensions of trust and donors' motivation on donation attitudes and intention toward charitable organizations

Abstract

AbstractThis study examined both donors' personal characteristics and the multidimensional attributes of charitable organizations to illuminate how donation intention is formed. The proposed research model was developed based on the theory of planned behavior, and a total of 291 responses were used for empirical analysis. It was found that both altruistic motivation and egoistic motivation have a positive effect on donors' attitudes toward donation. We further found that donation attitudes, subjective norms, and perceived behavioral control all have a positive effect on donation intention. Moreover, the results showed three dimensions of trust in charitable organizations—perceived ability, perceived integrity, and perceived benevolence—positively influence donation attitudes and donation intention. This study's approach is significant because it considers both individual aspects and attributes of charitable organizations as factors leading to donation behavior. We believe that our findings are useful for developing effective fundraising strategies.