Determinants of donation intention among young people

• Main Author: Phạm, Ngọc Hà Anh
• Other Authors: Đoàn, Thu Trang
• Format: Final Year Project
• Language: Vietnamese
• Published: 2020
• Subjects: International business; Charity
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/95372
• Institution: Vietnam National University, Hanoi

Community contribution is important to help reduce the burden on the government.Besides, non-government organizations are actively involved in charitable activities,that is meaningful contributions to social. However, some organizations find it difficult to attract donors to participate in monetary donation. The reason for those challenges is lack of understanding and knowledge of the target audience. This study focuses on understanding the determinants that affect the donation intention among young people aged 18-25 based on the Theory of planned behavior. Three factors that were used to measure the level of influence on the intention of behavior include dattitude toward behavior, subjective norm, perceived behavior control. In addition to the three original variables in Theory of planned behavior, the research model was extended with two new moderators variables which were key opinion leaders and Perceived misused of donation. The study was conducted in Hanoi, where many universities are located and has the second largest population in Vietnam. 150responses were collected and analyzed by SPSS software. The results show that attitude has a great impact on young people's intention to participate in monetary donation. Besides, the relationship between attitudes and in tentions will be stronger if there is additional positive effect from key opinion leaders.