This study was conducted to examine factors which are assumed to influence online donation behavior to charitable institutions among Internet electronic card users. The main purpose of the study was to identify demographic, psychological, social and behavioral characteristics of online donors to charitable institutions. The study used data collected from a Web-based survey which consisted of 385 responses from members of an e-card Web site. 홍보학 연구 2004년 제8-1호The results showed that most of the e-card users scored high on the emotional empathy scale. Two demographic factors - age and income - were found to have significant influence on online donation behavior. Other psychological and behavioral characteristics of donors were found to be insignificant in this study. This study is believed to contribute to expand the knowledge of online donors' characteristics related to online donation behavior and provide practical implication for online fundraising strategies in charitable institutions.
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