Abstract
This research quantifies for the first time in the literature how strong the direct and indirect relationships are between satisfaction, trust, and commitment and giving intention versus giving behavior. We constructed a unique data set of over 17,000 donors from five large charities. We applied the latest mediation framework for categorical variables from consumer behavior. We found that at a group level, most of the direct and indirect effects that exist between satisfaction, trust, commitment, and giving intention also exist between these factors and giving behavior, but the effect sizes are between 3 to 8 times larger in modeling giving intentions than in modeling giving behavior. When giving intention and giving behavior are matched at an individual level, all group-level findings are replicated. In addition, we found 27% of the donors with no intention to give, actually gave. Theoretical, empirical, methodological, and practical implications are discussed.
DOI
10.1177/0899764019843340
Publication Date
2019-10-01
Publication Title
Nonprofit and Voluntary Sector Quarterly
Publisher
SAGE Publications
ISSN
0094-0607
Embargo Period
2024-11-19
Recommended Citation
Shang, J. (2019) 'Giving Intention versus Giving Behavior: How Differently Do Satisfaction, Trust and Commitment Relate to Them?', Nonprofit and Voluntary Sector Quarterly, . SAGE Publications: Available at: https://doi.org/10.1177/0899764019843340
