The purpose of this study is to examine the impact of donor-related factors (e.g., religiosity, and attitude toward helping others), m-payment system-related factors (system trust, and effort expectancy) and charity brand-related factors (a donor-brand engagement model) on the intention to donate via mobile payment applications (m-payment apps) and intention to recommend this function to others. Furthermore, importance-performance map analysis (IPMA) was used to list factors in order of priority to provide managerial insights. 523 donors of prior donation experiences from 9 charity organizations in Tehran participated in this study designed to gauge their intention to donate via m-payment apps and intention to recommend to others. PLS structural equation modeling was used to test the hypotheses of this study. The results indicated that donor-brand engagement, helper’s high, and donor involvement fall into the “maintainˮ quadrant for intention to donate via m-payment apps. Additionally, as religiosity has the lowest importance but relatively high performance, investing in this variable seems to be a wasted effort. Also, m-payment system-related factors have relatively low importance. So, they are not sufficient to motivate donors to donate via m-payment apps. Consequently, charity managers who are interested in expanding online donation via m-payment apps should prioritize improving the performance of the brand-related factors. Although religiosity may affect offline donation, its influence was insignificant in this study. It seems religious donors in this study seek visible or public displays of charity donation. This can be justified by pointing to the conspicuous consumption and need for social status.

中文翻译：

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通过移动支付应用程序进行慈善捐赠的意图：与捐赠者相关，与移动支付系统相关或与慈善品牌相关的因素，哪个是过大的？

这项研究的目的是检验与捐赠者相关的因素（例如，宗教信仰和对他人的态度），与m支付系统相关的因素（系统信任和期望工作量）和与慈善品牌相关的因素（a捐赠者品牌参与模式），以通过移动支付应用程序（m-pay应用程序）进行捐赠，并向其他人推荐此功能。此外，重要性－绩效图分析（IPMA）用于按优先级顺序列出因素，以提供管理洞察力。来自德黑兰9个慈善组织的523位先前捐赠经历的捐赠者参加了这项研究，旨在评估他们通过m-pay应用程序捐赠的意愿和向他人推荐的意愿。PLS结构方程模型用于检验本研究的假设。结果表明，捐助者的品牌参与度，帮助者的高度参与和捐助者的参与度属于“意图象限”，意在通过移动支付应用程序进行捐助。此外，由于宗教信仰的重要性最低，但绩效却相对较高，因此投资于此变量似乎是一种浪费。另外，与移动支付系统相关的因素的重要性相对较低。因此，它们不足以激发捐赠者通过移动支付应用程序进行捐赠。因此，对通过移动支付应用程序扩展在线捐赠感兴趣的慈善管理者应优先考虑改善品牌相关因素的绩效。尽管宗教信仰可能会影响离线捐赠，但在本研究中其影响微不足道。在这项研究中，宗教捐助者似乎寻求慈善捐赠的可见或公开展示。