Hedonic and Social Drivers of Millennials’ Engagement with and Donation to Nonprofits: A Cross-Cultural Comparison

Nonprofit organizations (NPOs) have been increasingly utilizing social media outlets to target Millennials for donations of time and money. These organizations, however, do not always take advantage of the hedonic, social, and normative factors that can influence engagement with and monetary donation to these organizations. Because monetary donation on SMSs is a relatively new field of investigation, there is only a handful of studies that provide insight into how social, hedonic, and normative motives predict engagement with and donation to nonprofits. To address this gap, the first aim of the present study is to propose an integrated approach to monetary donations. Based on motivational theories, a hybrid approach is proposed to examine how three motivations—entertainment, interpersonal utility, and subjective norms—predict Millennials’ engagement with and donation to NPOs. The second aim is to evaluate two cultural segments, U.S. and Middle Eastern, in applying the proposed model and identifying inherent similarities and differences. The results indicate that the model preforms similarly in both cultures, except for two relationships. In Western culture, engagement with NPOs does not lead to monetary donations. In Middle Eastern culture, the hedonic motive does not predict donation intention. The findings on Middle Eastern culture add to the latest research related to monetary donations in countries with Islamic population. Implications for practitioners are discussed

Vodcast Impact on Students\u27 Attitudes and Behavioral Intentions

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical models were tested using a structural equation model. Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor. Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students. Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions

Do Green Lifestyle Consumers Appreciate Low Involvement Green Products?

Green products have become popular and have been targeted toward consumers who lead green lifestyles. Still, some green products are assumed to be more appealing to this group than others, sometimes based on level of involvement. This study tests a low involvement green product in terms of being appealing to consumers with green lifestyles. A theoretical model was developed and tested using a structural equation model. Results indicate that consumers with green lifestyles do value green attributes of low involvement products, in terms of consumer’s attitudes and behavioral intentions. These results imply that companies with green low involvement products should target high-income females and stress the green attribute to motivate purchase intention

High-versus Low-Context National Cultures: Preferences for Type of Retailer and for Human Interaction

A purpose of this research is to investigate differences between low-and high-context national cultures in retail settings. In particular, we examined cultural differences in preference for human interaction while shopping, emotional warmth characteristics, perception of quality service, and retail channel preferences. As businesses more frequently employ multi-channel strategies in global settings, this topic of national culture gains importance and can shed light on key factors that shape consumers\u27 retail preferences. Our findings indicate that national cultures differ in terms of retail channel preferences, preference for human interaction, and relationships between the two. Managerial implications and future research are addressed, as well as our study\u27s limitations

How group-buying servicescape affect consumers’ purchase intention, the regulating effects of price discount and time pressure

This paper constructs a conceptual model of how group-buying servicescape affect consumers’ purchase intention and discusses the regulating effects of price discount and time pressure. This research uses a survey approach to collect data, as a result, we collected 506 valid questionnaires. The results show that aesthetic appeal, information exchange, interpersonal interaction and perceived security have a positive effect on positive emotion; layout and functionality, information exchange and interpersonal interaction have a positive effect on virtual touch. Positive emotion and virtual touch can promote the consumer’s purchase intention, and time pressure and price discount play a regulatory function. The results of this study have an important reference value for group-buying operators to use servicescape to attract and retain consumers

The phenomenon of the 'special patient ' among art-therapists in Israel

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