(-) = donatiebereidheid van geld, perceived donation efficacy, sociale identiteitsmatch met de organisatie, persoon-organisatie fit, affiniteit met de organisatie
This research examines the willingness to donate money among members of the general public through the lens of social categorization. It concerns a cross-sectional questionnaire study. The...Show moreThis research examines the willingness to donate money among members of the general public through the lens of social categorization. It concerns a cross-sectional questionnaire study. The participants were 100 members of the general public in the United States, recruited through the Academic Prolific platform. A first multiple regression analysis showed that affinity with the non-profit organization has a positive direct relationship with willingness to donate money. Age and gender were used as control variables in this multiple regression, which also showed a positive direct relationship with willingness to donate. A second multiple regression analysis showed that both social identity match with the organization and person-organization fit have positive relationships with affinity with the non-profit organization. A first mediation analysis showed that social identity match has an indirect, positive relationship with willingness to donate through affinity with the non-profit organization. A second mediation analysis showed that person-organizational fit has an indirect, positive relationship with willingness to donate through affinity with the non-profit. Finally, a moderation analysis showed that Perceived Donation Efficacy (PDE) has no significant influence on the relationship between affinity with the non-profit organization and willingness to donate. Theoretical and practical implications and limitations and suggestions for further research are discussed.Show less
