TY - JOUR
T1 - Why do people donate online? A perspective from dual credibility transfer
AU - Purwandari, Betty
AU - Khairiyah, Latifatul
AU - Purwaningsih, Mardiana
AU - Hidayanto, Achmad Nizar
AU - Budi, Nur Fitriah Ayuning
AU - Phusavat, Kongkiti
N1 - Funding Information:
We want to convey our gratitude to the Ministry of Research, Technology and Higher Education, Indonesia for the PDUPT Grant Number NKB-112/UN2.RST/HKP.05.00/2020.
Publisher Copyright:
© 2022, The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.
PY - 2022/9/15
Y1 - 2022/9/15
N2 - Previous research related to online donations has not addressed the importance of the credibility of the three main components of online donation: campaigns, websites, and donation organizations through a credibility transfer mechanism. This model can later determine the factors that influence a person's desire to donate online based on the credibility of campaigns, websites, and organizations. Each of these factors is then attached to the Elaboration Likelihood Model (ELM) theory, which explains the process of someone elaborating a message through a central route or a peripheral route. Respondents who can fill out this questionnaire are the general public who have read at least one description of the donation campaign on the Kitabisa website. The questionnaire results were processed using PLS-SEM statistical analysis with SmartPLS software version 3.2.6 based on questionnaire data from 503 respondents. PLS-SEM is generally used to develop theory in exploratory research by explaining the variance of the dependent variables when evaluating the model. The analysis results found that online donation intention was directly influenced by campaign credibility. In addition, there are two credibility transfer processes found in this study, namely, between website credibility and campaign credibility and between organizational credibility and website credibility.
AB - Previous research related to online donations has not addressed the importance of the credibility of the three main components of online donation: campaigns, websites, and donation organizations through a credibility transfer mechanism. This model can later determine the factors that influence a person's desire to donate online based on the credibility of campaigns, websites, and organizations. Each of these factors is then attached to the Elaboration Likelihood Model (ELM) theory, which explains the process of someone elaborating a message through a central route or a peripheral route. Respondents who can fill out this questionnaire are the general public who have read at least one description of the donation campaign on the Kitabisa website. The questionnaire results were processed using PLS-SEM statistical analysis with SmartPLS software version 3.2.6 based on questionnaire data from 503 respondents. PLS-SEM is generally used to develop theory in exploratory research by explaining the variance of the dependent variables when evaluating the model. The analysis results found that online donation intention was directly influenced by campaign credibility. In addition, there are two credibility transfer processes found in this study, namely, between website credibility and campaign credibility and between organizational credibility and website credibility.
KW - Campaign credibility
KW - Credibility transfer
KW - Elaboration Likelihood Model
KW - ELM
KW - Online donation
KW - Organizational credibility
KW - Website credibility
UR - http://www.scopus.com/inward/record.url?scp=85138282016&partnerID=8YFLogxK
U2 - 10.1007/s12208-022-00345-3
DO - 10.1007/s12208-022-00345-3
M3 - Article
AN - SCOPUS:85138282016
SN - 1865-1984
VL - 20
SP - 393
EP - 425
JO - International Review on Public and Nonprofit Marketing
JF - International Review on Public and Nonprofit Marketing
IS - 2
ER -