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Cybersecurity and Social Media Networks for Donations: An Empirical Investigation of Triad of Trust, Commitment, and Loyalty
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DOI：10.4018/JOEUC.332062.png)
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Abstract
En 中文
Previous studies have focused on the impact of the theory of reasoned action (TRA)'s components on the behavioral intention to donate more. However, whether the mediation roles of social media-presence and cybersecurity affect this impact is unclear. This paper extends the TRA with trust, commitment, and loyalty to explore the integration of cybersecurity and social media-presence into the behavioral intention to donate more. Data were collected from 315 donors to nonprofit organizations and analyzed using partial least squared (PLS) methods. The results indicate that social media-presence positively influences the donor commitment towards the behavioral intention to donate more. However, social media-presence does not increase donor trust and loyalty toward the behavioral intention to donate more. Furthermore, cybersecurity increases donor trust and loyalty toward the behavioral intention to donate more. However, cybersecurity does not influence donor commitment toward the behavioral intention to donate more. Theoretical and practical contributions are offered.
Keywords:
Cybersecurity
Donor Commitment
Donor Loyalty
Donor Trust
Social Media Networks
Theory of Reasoned Action
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