This study examined both donors' personal characteristics and the multidimensional attributes of charitable organizations to illuminate how donation intention is formed. The proposed research model was developed based on the theory of planned behavior, and a total of 291 responses were used for empirical analysis. It was found that both altruistic motivation and egoistic motivation have a positive effect on donors' attitudes toward donation. We further found that donation attitudes, subjective norms, and perceived behavioral control all have a positive effect on donation intention. Moreover, the results showed three dimensions of trust in charitable organizations—perceived ability, perceived integrity, and perceived benevolence—positively influence donation attitudes and donation intention. This study's approach is significant because it considers both individual aspects and attributes of charitable organizations as factors leading to donation behavior. We believe that our findings are useful for developing effective fundraising strategies.

中文翻译：

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信任和捐赠动机多维度对慈善组织捐赠态度和意愿的影响


本研究通过考察捐赠者的个人特征和慈善组织的多维属性来揭示捐赠意愿的形成过程。所提出的研究模型是基于计划行为理论而开发的，总共使用了 291 个响应进行实证分析。研究发现，利他动机和利己动机对捐赠者的捐赠态度都有正向影响。我们进一步发现捐赠态度、主观规范和感知行为控制都对捐赠意愿产生正向影响。此外，结果显示，慈善组织信任的三个维度——感知能力、感知诚信和感知仁慈——对捐赠态度和捐赠意愿产生正向影响。这项研究的方法很重要，因为它将慈善组织的个体方面和属性都视为导致捐赠行为的因素。我们相信我们的研究结果对于制定有效的筹款策略很有用。