Factors Influencing Intention of Pro-social Behaviour of Consumer through Internet for Non-Profit Organization
- 주제(키워드) Pro-social Behaviour on Internet
- 발행기관 아주대학교
- 발행년도 2014
- 제출일 2014-06-24
- 학위수여년월 2014. 8
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000017386
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Nowadays general communications have reached a huge level of importance, people currently are more exposure to the media and marketing activities are significantly utilizing communication media for commercial purposes, the growth of those technologies of information are also key factors to understand and influence consumer behaviour, furthermore, communication media is changing and adapting individual’s mind and perceptions towards new trends and behaviours. Pro-social behaviour regards how people are aware and able to help others. The present research fundamentally focuses on the link and relationship between internet and the personal insights of helping other using the same electronic system. Pro-social behaviour has been studied in so many researches as well as internet adoption, however, those topics together have not been deeply studied; at the moment many marketing companies and agencies are informing about how social causes are obtaining importance and action through internet factors, however many academic approaches have not covered the relationship. The present study has taken those factors such as interactivity and ease of reach of internet and they are influencing factors to consumer intentions to help unrelated people. The study has found how social influence and internet properties generate perceived reciprocity on customer that encourages pro-social behaviour through perceived ease and usefulness of the electronic system. In order to conduct the study 150 people were surveyed via electronic questionnaire reaching respondent from 23 different countries. The study also measured personal factors such as empathic concerns; as a result, it was found that for intentional pro-social behaviour through internet, environmental factors of the system and social reference are more influential than self-motivated feeling. Keywords: Pro-social Behaviour on Internet, Interactivity, Ease of Reach, Perceive reciprocity, perceive ease of use.
more목차
TABLE OF CONTENTS
ABSTRACT i
ACKNOWLEDGMENT ii
TABLE OF CONTENTS iii
LIST OF TABLES v
LIST OF FIGUERS vi
CHAPTER I. INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objectives 4
CHAPTER II LITERATURE REVIEW 6
2.1 Pro-Social Behaviour: Definition and Main Concepts 6
2.1.1 Pro-social Behaviour Modalities and Examples 8
2.1.2 Pro Social Behaviour and costumer Behaviour 9
2.1.3 Internet and Social Causes E-philanthropy Growth 9
2.2 Internet Adoption 10
2.2.1 Internet features 11
2.3 Theoretical Background 12
2.3.1 Social Cognitive Theory 12
2.3.2 Theory of Planned Behaviour 13
2.3.3 Empathy 14
2.3.4 Reciprocity and Altruism Theories 15
2.3.5 Theory Of Reasoned Action 16
2.3.6 Social Influence 16
2.3.7 Unified Theory of Acceptance and Use of Technology 17
2.3.8 Technological Acceptance Model 17
2.3.9 Innovation Diffusion Theory 18
2.4 Adoption of Theories and Construct 19
CHAPTER III. RESEARCH METHODOLOGY 21
3. 1 Research Model 21
3.2 Hypothesis Development 22
3.2.1 Personal Factors 22
3.2.2 Internet Factors 23
3.2.3 Perceive Reciprocity 25
3.2.4 Perceive Ease of Use 25
3.3 Operational Definition of Construct 26
3.4 Questionnaire Design and Sampling of the construct 27
3.5 Sampling Procedures and Data Sources 29
3.6 Data Analysis and Estimation Methods 29
3.6.1 Structural Equation Modelling 29
3.7 Validity and Reliability 30
3.7.1 Validity 30
3.7.2 Reliability 30
3.8 Data Collection Process and Sample Selecction 31
CHAPTER IV. ANALYSIS AND RESULTS 32
4.1 Demographics of Respondent 32
4.2 Measuring The Model 34
4.2.1 Reliability 34
4.2.2 Convergent Validity 35
4.2.3 Discriminant Validity 36
4.2.4 Structural Model 37
4.3 Structural Model Assessment 38
4.4 Analysis of Hypothesis Testing 40
CHAPTER V. DISCUSSION 43
5.1 Linkage Between personal factors and Pro-social Behaviour Online: 43
5.2 Linkage between Internet factors and Pro-social Behaviour on Internet 44
CHAPTER VI. CONCLUSSIONS 46
6.1 Theoretical Implications 46
6.2 Practical Implications 47
6.3 Limitation and Suggestions for future Research 47
References 49
APPENDIX 55
