Determinants of donation intention among young people

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 moneta...

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Main Author: Phạm, Ngọc Hà Anh
Other Authors: Đoàn, Thu Trang
Format: Final Year Project
Language:Vietnamese
Published: 2020
Subjects:
Online Access:http://repository.vnu.edu.vn/handle/VNU_123/95372
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Institution: Vietnam National University, Hanoi
Language: Vietnamese
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spelling oai:112.137.131.14:VNU_123-953722020-10-27T08:03:05Z Determinants of donation intention among young people Phạm, Ngọc Hà Anh Đoàn, Thu Trang ĐHQGHN - Khoa Quốc tế International business Charity 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. International business 2020-10-27T08:02:24Z 2020-10-27T08:02:24Z 2020 Final Year Project (FYP) http://repository.vnu.edu.vn/handle/VNU_123/95372 vi 78 p. 78 p. application/pdf
institution Vietnam National University, Hanoi
building VNU Library & Information Center
continent Asia
country Vietnam
Vietnam
content_provider VNU Library and Information Center
collection VNU Digital Repository
language Vietnamese
topic International business
Charity
spellingShingle International business
Charity
Phạm, Ngọc Hà Anh
Determinants of donation intention among young people
description 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.
author2 Đoàn, Thu Trang
author_facet Đoàn, Thu Trang
Phạm, Ngọc Hà Anh
format Final Year Project
author Phạm, Ngọc Hà Anh
author_sort Phạm, Ngọc Hà Anh
title Determinants of donation intention among young people
title_short Determinants of donation intention among young people
title_full Determinants of donation intention among young people
title_fullStr Determinants of donation intention among young people
title_full_unstemmed Determinants of donation intention among young people
title_sort determinants of donation intention among young people
publishDate 2020
url http://repository.vnu.edu.vn/handle/VNU_123/95372
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