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04/17/2017 HYU News > Academics Important News

Title

Factors that Influence Donation Intentions via SNS

Professor Ahn Jong-chang (Department of Information System)

김주현

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http://www.hanyang.ac.kr/surl/jTHK

Contents
Social Network Service, also called as SNS, is rapidly developing its features to suit the current information-oriented society. In the 21st century, various types of communication do not require individuals to be nearby physical. Keeping pace with the times, the behavior dimension behind donating has also been altered into an online format. With the Internet's prompt speed and secured environment, people can now donate to charity organizations found on SNS pages. Through his paper “Factors Influencing Intention To Donate Via Social Network Site (SNS): From An Asian’s Perspective,” Professor Ahn Jong-chang, Department of Information System, investigates the correlations between people’s intention to donate and online external factors.
 
Ahn is explaing the correlation between four external factors and the donation intention via SNS.

Professor Ahn’s study examines whether external factors influence people’s general attitude towards online donation, and their intention to donate via SNS. These four external factors are defined as charity project, charity organization, Internet technology features and SNS features. Professor Ahn conducted an online survey of 258 respondents from South Korea and Malaysia based on the framework of the structural equation modelling- a multivariate statistical analysis technique used to analyze structural relationships.
 
There are preceding researches regarding SNS donation intentions. However, these researches analyzed the correlation between the donation intention and only three external factors- charity project, charity organization, and the Internet technology features. “Since Internet 1.0, which was entirely made up of web pages connected by hyperlinks, has developed into Internet 2.0, the web characterized by change from static to dynamic or user-generated content and the growth of social media, my research partner and I came surmised that these multilateral interactions between users of SNS will also affect the donation intentions,” said Ahn.

After analyzing the responses, Ahn discovered that the Internet technology features significantly influence general attitudes of people towards online donation, and general attitude positively contributes to people’s intention in donating via SNS. “We have found the full mediation effect of the general attitude towards online donation on the relationship between Internet technology features and intention to donate via SNS,” mentioned Ahn.
 
The framework of the structural equation modelling above shows that Internet technology features influence people's donating intention through SNS. 
(Photo courtesy of Elsvier)


However, the rest of the factors- charity project, charity organization, and the SNS features, were found to be ineffective, compared to the Internet technology features. Professor Ahn emphasized the importance to strengthen the Internet’s technological environment. “This consequentially means that if charity organizations long to fundraise significant amount of donations via SNS, they have to strengthen the Internet environment especially in the security field.”
 
Although the research was based on an online survey of 258 people, Ahn says that his results cannot be generalized globally. “The research puts basis on the online survey conducted with Malaysian and South Korean respondents. This particularly limits my conclusion to the Asian areas,” highlighted Ahn.
 
Professor Ahn produced his paper with a graduate student from Hanyang University, and he revealed the arduousness of the small research group. “Unlike a scientific research which can have a definite and distinct cause and effect results, this kind of social science research may incur ambiguity. Thus, clear and logical reasoning and firm data are considerably crucial,” asserted Ahn. The long road to publication taken by Ahn was strenuous. Due to the limited size of his research team, Ahn had to bear significant pressure and duty. Also, the time taken to finalize the paper took longer than other bigger research groups. However, it was Professor Ahn’s perseverance and passion towards academic achievements that produced promising consequences.
 
Professor Ahn Jong-chang is expanding his research area to the West.

Currently, Professor Ahn is working on submitting dissertations on the same topic but in the perspective of the West. It is his hope that the research environment of the social science field will be meliorated. “I wish all students of Hanyang University will continue working in their fields with passion. Just like Confucius said, the blissful time will come, if we make efforts not with anguish but with joy.”


Kim Ju-hyun         kimster9421@hanyang.ac.kr
Photos by Choi Min-ju
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