出版社：International Association for Computer Information Systems
摘要：With their growing popularity, social media platforms are becoming valuable applications for online donations.This paper drew from the theory of planned behavior (TPB) three major components (attitude toward behavior,perceived behavioral control, and subjective norms), to explore the use of social media presence in philanthropydonations. Although, several prior studies have focused on the impact of TPB’s factors on intention to donate more,there is limited empirical research that simultaneously studied the mediating role of social media presence on therelationship between the TPB three major components and intention to donate more. A proposed research modelwill be tested using survey data already collected from donors to local charities. The collected data will beprocessed using partial least square (PLS). The results should indicate that social media presence partially or fullymediates the relationship between attitude toward behavior, perceived behavioral control, and subjective norms andintention to donate more. The implications of the research will be discussed.
关键词：Attitude Toward Behavior; Perceived Behavioral Control; Subjective Norms; and Social Media;Presence
