Purpose

Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational drivers of millennials’ intention to donate money to charities on social media sites (SMSs).

Design/methodology/approach

A partial least squares-structural equation modeling (PLS-SEM) method was used to test the proposed model.

Findings

The results indicate that both information seeking and entertainment, coupled with subjective norm, directly affect millennials’ intention to donate money to NPOs via SMSs. In addition, attitude toward engagement with NPOs on SMSs mediates the impact of credibility (fully, positively), irritation (fully, negatively) and entertainment (partially, positively) on behavior intention. Implications for practitioners are discussed.

Originality/value

An integration of two leading theories, Uses and An integration of two leading theories, Uses and Gratifications (U&G) and the Technology Acceptance Model (TAM)—is used to examine the antecedents of donation behavior of this cohort as related to their engagement with NPOs on SMSs. Such an approach has not been used in the past to examine Millennials’ engagement with NPOs on SMSs.

中文翻译：

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非营利组织与千禧一代见面：使用和满足与TAM的混合方法，以识别金钱捐赠意图的驱动因素

目的

非营利组织（NPO）越来越多地使用社交媒体，以千禧一代为目标，以捐赠时间和金钱。这项研究旨在调查千禧一代有意向社交媒体网站（SMS）上的慈善机构捐款的动机。

设计/方法/方法

使用偏最小二乘结构方程模型（PLS-SEM）方法对所提出的模型进行测试。

发现

结果表明，信息搜索和娱乐，再加上主观规范，直接影响千禧一代通过短信向NPO捐款的意图。此外，对与非营利组织接触SMS的态度决定了信誉（完全，积极），发怒（完全，消极）和娱乐（部分，积极）对行为意图的影响。讨论了对从业者的影响。

创意/价值

结合了两种主要理论的使用和用途结合了两种主要理论的使用和满足感（U＆G）和技术接受模型（TAM）-用于检查该群体与非营利组织的参与有关的捐赠行为的前因在短信上。过去从未使用过这种方法来检查千禧一代与NPO在SMS上的互动。