Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion

نویسندگان

چکیده

Donations to articles on social media, as a new behavior, have been trending in recent years. Unlike donations charitable and nonprofit organization or victims, media accorded minimal attention from academic researchers. From the stimuli–organism–response framework, this study proposed model investigate factors that influence donation intentions of users toward articles. Our results demonstrate credibility article determines users’ intentions. The also indicate perceived value (usefulness enjoyment) mediates effects contagion nature is proven moderate magnitude impacts intention by usefulness, enjoyment, perception credibility.

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ژورنال

عنوان ژورنال: SAGE Open

سال: 2021

ISSN: ['2158-2440']

DOI: https://doi.org/10.1177/21582440211006387