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The development of the Internet and mobile technology has caused online donations to become popular and widespread. This study comprehensively analyzed the factors affecting online donation intention. To address the lack of integrated theoretical approaches in previous studies, this study aimed to develop a comprehensive model that captures the multifaceted nature of online donation behavior. We extensively investigated the existing research related to online donation and proposed a research model consisting of 18 factors affecting online donation intention based on the theory of planned behavior, self-determination theory, the norm activation model, and trust. These theories were selected to effectively explain both motivational and normative aspects of online donation in the digital environment. A total of 306 valid datasets were collected through a survey, and the research model was empirically analyzed using structural equation modeling. The results showed that all variables in the research model except subjective norms, interactivity, and ease of use had a significant effect on online donation intention. Notably, perceived behavioral control (PBC) had the strongest influence, followed by personal norms and trust. Based on the findings, this study provides practical implications for online fundraising for charities and nonprofit organizations.
Kim et al. (Mon,) studied this question.