Individuals Charity Intention in Hong Kong: An Empirical Study on Charitable Behavior
this paper is aimed at studying the factors that affect donors charity intentions. Associated with the theory of planned behavior, a structural equation model incorporating individuals attitude, individual moral norm and subjective norm is proposed to measure donors experiential value and donation intention. Results of analysis of empirical data of Hong Kongs donors/volunteers show that individuals attitudes toward charitable organization, philanthropy and charitable activity impact both the experiential value and charity intention positively, while the individuals moral norm only impacts the experiential value and subject norm impacts neither experiential value nor charity intention. The paper offers new insights into, individuals charity behavior. Besides, it explores the factors that affect donors experiential value and charity intention. Furthermore it provides implications for fundraisers.
Charity Intention Charitable Behavioral Theory of Planned behavior
Jennifer C.Y.Ng Kin Keung Lai Yanhui Chen
Marshall-Karson Construction & Engineers Ltd. Hong Kong Department of Management Sciences City University of Hong Kong, Hong Kong Department of Management Nanjing University of Aeronautics and Astronautics
国际会议
昆明、丽江
英文
436-440
2011-04-15（万方平台首次上网日期，不代表论文的发表时间）