Ho, Eng Ling
(2012)
A Study Of The Relationship Between Indicators And
Public Donation Intention In Penang: A Perspective Of
Planned Behavior Theory With Inclusion Of Some
Cognitive Factors.
Masters thesis, Universiti Sains Malaysia.
Abstract
The continuous survival of charity organizations has been challenged with increasing
demand for their services as well as diminishing government supports, leading to ever-increasing
need for charity giving (Sargeant, Lee, and Jay, 2002). Scenario in Malaysia is similar, where an
assessment made through local charity website, www.hati.org.my shows charitable organizations
are challenged to raise significant donation to cover high demand for their services (e.g. Silver
Jubilee Home for the Aged requiring RM1 OOK every month in Penang). This has led to charity
organizations either launching their own crude donation drive due to lack of fundraising
knowledge or soliciting services from professionals. Nevertheless, associations with professional
fundraisers are regarded as unhealthy by Datuk Lee Kah Choon, parliamentary secretary of
Health Ministry as fees charged by these professionals are heavily exorbitant which can be as
high as 50-70% of total donation raised (Foong and Ng, 2007). This study is therefore carried out
to provide better understanding into public donation intention in Penang, in-line with Reis (1998)
observation that individuals are the prime contributors to charity giving (e.g. 75% of total 1997
donation in United States came from public donations). Ajzen (1991)'s Theory of Planned
Behavior (TOPB) is applied as cornerstone of this study as it was found to be rarely used to in
area of monetary donation despite being a widely adopted intention-behavior model (Bartolini,
2005; van der Linden, 2011 ). Present theoretical framework also extends TOPB model to include
four more cognitive factors namely Trust, Problem Awareness, Egoism and Relationship
leveraging on 8 key donation drivers identified through extensive literature review of over 500
charity researches by Bekkers and Wiepking (2007). This extended framework's consideration of
cognitive factors is in-line with Social Cognitive Theory (Bandura, 1986)'s believe that
cognition is significant in influencing behavior. In fact, Cheung and Chan (2000) further noted
that social cognitive perspective is useful to describe donation behavior.
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