Donation Phobia has been spreading out over the years due to donation corruption in a few nonprofit organizations. This study attempts to test if the online donation system can contribute to reducing this phobia, and consequently, facilitating donation behavior by increasing transparency and trustworthiness of a nonprofit organization through sharing information about donations. The study demonstrates that sharing the information of an individual’s donation in the online donation system significantly affects trustworthiness through transparency. Further, trustworthiness of a nonprofit organization positively affects satisfaction, donation intention and donation behavior. For the recovery of trustworthiness of a nonprofit organization, the adoption of the online donation system can take a significant role through transparent information sharing about donations.
Sung, Jihye; Bock, Gee-Woo; and Kim, Han-Min, "The Effect of the Online Donation System on Donation Behavior" (2020). PACIS 2020 Proceedings. 161.
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