ONLINE DONATIONS AND THE THEORY OF PLANNED BEHAVIOUR

Abstract

Understanding the elements that impact charitable intent in online donation is relevant due to the growing use of digital channels for charity giving. This study examines factors that influence charitable intent in online donations in Malaysia. Utilising the Theory of Planned Behaviour (TPB), this study examined the factors determining individuals' willingness to participate in online donations. Most importantly, this research has the potential to enhance comprehension regarding the motivations behind online donations and offer helpful perspectives to assist Malaysian charities and nonprofit organisations in optimising their fundraising strategies in the digital realm. Moreover, this study also proposed attitude, subjective norms, and perceived behaviour control as the main factors influencing the intention to participate in online donation. This study encompassed a total of 387 respondents and employed quantitative research methods. Data collection involved the distribution of self-administered questionnaires through Google Forms. Online donation intention factors are analysed using Statistical Package for the Social Sciences (SPSS) to examine their factors, correlations, reliability, and regression. The results show a positive relationship between all factors and the individual's intention to donate online. However, there are four limitations to preparing this study. The study's focus on Malaysia may limit generalisability to other cultural or geographical contexts. Next, emphasis on TPB elements overlooks external variables influencing online contribution behaviour. In addition, the use of self-reported data may introduce social desirability bias, impacting response accuracy. Lastly, the constantly changing nature of online platforms and technology could make it more challenging to keep up with the latest trends in online donations. The results of this study can improve the role of charities and non-profit organisations in providing proper resources and support to enhance individuals' confidence to donate online. Besides, this study expands the use of TPB to comprehend the factors influencing online charitable intentions in the Malaysian context.