Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors
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Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill? Fatemeh Maleki 1
& Seyed
Mohsen Hosseini 2
Received: 8 April 2020 / Accepted: 1 August 2020/ # Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract The purpose of this study is to examine the impact of donor-related factors (e.g., religiosity, and attitude toward helping others), m-payment system-related factors (system trust, and effort expectancy) and charity brand-related factors (a donor-brand engagement model) on the intention to donate via mobile payment applications (mpayment apps) and intention to recommend this function to others. Furthermore, importance-performance map analysis (IPMA) was used to list factors in order of priority to provide managerial insights. 523 donors of prior donation experiences from 9 charity organizations in Tehran participated in this study designed to gauge their intention to donate via m-payment apps and intention to recommend to others. PLS structural equation modeling was used to test the hypotheses of this study. The results indicated that donor-brand engagement, helper’s high, and donor involvement fall into the “maintain quadrant for intention to donate via m-payment apps. Additionally, as religiosity has the lowest importance but relatively high performance, investing in this variable seems to be a wasted effort. Also, m-payment system-related factors have relatively low importance. So, they are not sufficient to motivate donors to donate via m-payment apps. Consequently, charity managers who are interested in expanding online donation via m-payment apps should prioritize improving the performance of the brand-related factors. Although religiosity may affect offline donation, its influence was insignificant in this study. It seems religious donors in this study seek visible or public displays of charity donation. This can be justified by pointing to the conspicuous consumption and need for social status. Keywords Brand engagement . Charity reputation . Donation intention . Mobile payment
apps . Religiosity
* Fatemeh Maleki [email protected] Extended author information available on the last page of the article
F. Maleki, S. M. Hosseini
1 Introduction The ubiquity of mobile payment applications (m-payment apps) has fundamentally reshaped the process of some payment services. After the emergence of the 4th and 5th generation of mobile internet and smartphones, m-payment apps have proliferated over the recent years in Iran as a developing country. There are a variety of financial and payment services available in these apps. These services include bill payment, card to card transfer, inventory inquiry, and travel services, which enable users to send money remotely by using a mobile device. Charity is a new feature of m-payment apps in Iran as an online donation platform. In the charity section of m-payment, there is a shortlist of charities to which the users can choose to donate. After the selection of the
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