Cybersecurity and Social Media Networks for Donations

Abstract

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.

Big Data Analytics and Culture

“…Mardia's tests were used more frequently and were conducted in this study. Moreover, Mardia's coefficients were determined using a web-based calculator (WebPower software) (Lawson-Body et al, 2022;Lawson-Body et al, 2023;Sharma et al, 2021). Mardia's skewness and kurtosis coefficients were 10.587 with p < 0.05 and 137.245 with p < 0.05.…”

“…In addition, authors usually did not know precisely what final dimensions would be generated without further data analysis (Shiau & Huang, 2023). Moreover, the IS literature states that checking the adequacy of the data sample is the primary condition before conducting an EFA using PCA (Brown, 2010;Churchill, 1979;Lawson-Body et al, 2022;Lawson-Body et al, 2023). In conformity with this condition, the Kaiser-Meyer-Olkin (KMO) value in this study was found to be 0.82, and a chi-square value for Bartlett's test of sphericity was found to be 4043.655 and was significant (p < 0.001).…”

“…Furthermore, the measurement model's goodness-of-fit was analyzed using the standardized root mean square residual (SRMR), root mean squared (RMS_theta), and normed fit index (NFI) (Henseler et al, 2014;Lawson-Body et al, 2023;Sharma et al, 2021). The result of NFI was 0.939, above its threshold value of 0.90.…”