Understanding Donation Intention for Nonprofit Organizations: An Extended TPB Model

초록

Charitable giving plays a critical role in supporting nonprofit organizations and addressing societal needs. Grounded in the Theory of Planned Behavior (TPB), this study examines key predictors of donation intention by extending the traditional TPB model to include moral norm, perceived donation efficacy, and past behavior. Using survey data from 400 participants in South Korea, a multiple regression analysis was conducted to assess the influence of six predictors - attitude toward donation, subjective norm, perceived behavioral control, moral norm, perceived donation efficacy, and past behavior - on individuals' donation intention. The results indicate that attitude toward donation, subjective norm, perceived behavioral control, perceived donation efficacy, and past behavior significantly predicted donation intention. Among them, perceived behavioral control emerged as the strongest predictor, highlighting the importance of perceived feasibility and control in donation decision-making. Moral norm showed a marginally non-significant effect, with an unexpected negative coefficient, suggesting that its unique role in predicting monetary donation intention should be interpreted with caution when other TPB-related and experience-based factors are simultaneously considered. These findings contribute to TPB-based donation research by clarifying the relative strength of core and extended predictors in the context of charitable giving. They also provide practical insights for nonprofit organizations seeking to enhance donation participation. Future research directions are discussed, including the need for longitudinal studies, cross-cultural comparisons, and further examination of habitual and digital fundraising dynamics.

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