FACTORS AFFECTING VIETNAMESE YOUTHS INTENTION TO DONATE TO NON GOVERNMENTAL ORGANIZATIONS

TOPIC: FACTORS AFFECTING VIETNAMESE YOUTH'S INTENTION TO DONATE TO NON-GOVERNMENTAL ORGANIZATIONS TABLE CONTENTS ACKNOWLEDGEMENT LIST OF FIGURE LIST OF TABLE ABSTRACT CHAPTER I: INTRODUCTION 1.1 Background 1.2 Donating activities in young 1.3 Research objectives 1.4 Research question 1.5 Research structure CHAPTER II: LITERATURE REVIEW 2.1 Donation 2.2 Donation intention 2.3 Donation in young people 2.4 What is NGOs? CHAPTER III: THEORETICAL BACKGROUND 3.1 Theory of Planned behavior 3.2 Attitude toward behavior 3.3 Subjective norm 3.4 Perceived behavior control 3.5 Key opinion leaders 3.6 Negative perspective 3.7 Final research mode CHAPTER IV: RESEARCH METHODOLOGY 4.1 Designing questionnaire 4.2 Sampling and data collection 4.3 Analyzing data plan 4.3.1 Reliability analysis by Cronbach’s alpha 4.3.2 Exploratory Factor Analysis – EFA 4.3.3 Regression analysis CHAPTER V: DATA PRESENTATIONS AND FINDING 5.1 Data description 5.2 Reliability analysis 5.2.1 Reliability of ATTITUDE-ATT scale 5.2.2 Reliability of SUBJECTIVE NORM-SN scale 5.2.3 Reliability of PERCEIVED BEHAVIOR CONTROL-PBC scale 5.2.4 Reliability of INTENTION-IT scale 5.2.5.Reliability of NEGATIVE PERSPECTIVE-NE scale 5.2.6 Reliability of KEY OPINION LEADERS-KOL scale 5.3 Exploratory factor analysis 5.3.1 Exploratory factor analysis of TPB scale 5.3.2 Exploratory factor analysis of Intention-IT scale 5.3.3 Regression analysis 5.4 Hypothesis tested results CHAPTER VI: RESULT DISCUSSION 6.1 Result discussions and implications 6.2 Contributions of the research 6.2.1 Theoretical contribution 6.2.2 Practical contribution 6.3 Limitations and future research direction REFERENCES APPENDIX CHAPTER I: INTRODUCTION 1.1 Background Donations are extremely common all over the world, while in Viet Nam, the main purpose of donations is to help the poor and people seriously affected by natural disasters Through charity activities, people connect with each other People in need receive not only material support but also community spirit Donors tend to feel more comfortable with charity Donation activities in Vietnam have been popular for many years, the most prominent of which is to support people, mountain children, ethnic minorities and poor children who suffer from floods every year in the central region In early 2020, many fund-raising activities were carried out to support people affected by drought and the COVID-19 pandemic Donations are made by governments, nongovernmental organizations or enterprises, groups or sometimes spontaneous individuals Sargent and others (2002) pointed out that it is very important to call on the community to provide help in a period of limited government funds, especially in the context of rapidly increasing demand for funds, if the demand is not met, the poor will face difficulties Under the background of climate change, increasingly severe weather and annual natural disasters, people's lives have become difficult and deprived According to data from the Ministry of Labor, War Disabled and Social Affairs, although the Government is trying to find the best way to help them, the poverty rate is still very high, at 4.95% in 2019 During the 2020 outbreak, the national budget borne too many problems caused by the virus, and the contribution of the community was crucial to reducing a large part of the Government's burden In addition, according to Eng (2012), non-governmental organizations also actively carry out charitable activities and make meaningful contributions to social security However, some organizations have difficulty attracting donors for their money The reason for this challenge is the lack of understanding and understanding of the target audience As a result, in order for the activities to proceed smoothly, it is necessary to understand the intentions of donors 1.2 Donating activities in young Intergenerational changes lead to differences in donation methods Compared with the older generation who contacted charity organizations through newspapers, TV, speakers, etc In addition to participating in government charities, the younger generation also participates in fund-raising activities of non-governmental organizations or spontaneous organizations and individuals It has considerable reputation and influence However, in some past studies, it is easy to find that young people aged 18-24 have the lowest proportion of donations to charity For example, according to a study by the Australian Bureau of Statistics, in recent years, only 61.7% of young people in this age group have contributed, while the largest donor group is 45-54 years old, of which 82.6% have contributed (2007) According to Vu, Le, Hoang and Pham (2015), only 75% of young people aged 18-30 in Vietnam are interested in family donations This is the smallest group compared with the age group where the proportion of people interested in donating is higher than 80% At the same time, this is a dynamic and open generation Young people have the opportunity to visit many information flows around the world and to carry out charitable activities to help the potential of society Therefore, this research will focus on the factors that affect youth' donation intention 1.3 Research objectives The objectives of this research is to better understand Vietnamese young people's attitudes, behaviors and intentions towards charitable donations The initiator of this paper is Vietnamese young people aged 18-25 There are many forms of donation, such as online donation, donation through social organizations, donation through government organizations, etc., but most of them focus on the purpose of the donor rather than the intention behind the donation 1.4 Research question Combined with the objective research, this dissertation will answer the following questions: “What are the decisive factors that affect youth' donation intention?” The research was conducted in Ha Noi, Vietnam's second most populous city (General Bureau of Statistics, 2019) Most universities are concentrated in big cities, especially Hanoi and Ho Chi Minh City It has a large number of young people aged 18-25 and is an ideal place for voluntary activities Charity activities are not only very popular in universities, but also extremely active in social clubs 1.5 Research structure The dissertation is divided into six chapters The first chapter briefly introduces the paper, necessity, research objectives, research issues and scope Chapter is a literature review, providing the definition of donation and previous research findings on donation activities The third chapter is the theoretical introduction and hypothesis explanation of planned behavior The fourth chapter gives the method, questionnaire survey and how to collect data The fifth chapter describes the findings of empirical analysis The sixth chapter discusses the theoretical contribution, practical significance, suggestions and limitations of the research CHAPTER II: LITERATURE REVIEW 2.1 Donation In many researches, organ donation is usually called donating organs (most commonly liver and kidney) and blood to hospitals, blood banks or directly to people in need However, according to Kashif, Sarifuddin, & Hassan (2015), donations also include donations of money, goods and articles to help the poor Sura, Ahn & Lee (2017) said that the most common forms of donation include money, time and blood donations Donations are determined by monetary donations, while time donations are usually directly related to voluntary social activities (Bretos, Diaz-Foncea and Marcuello, 2019) According to Pentecost and Andrew (2010), each form of donation is related to the behavior and cognition of different types of donors Due to the requirements and conditions, the sponsorship objects of each donation form are completely different This paper will focus on the determinants of monetary donation The goal of the donation is to develop welfare beliefs to reduce poverty, promote education and religion, and promote socially beneficial initiatives (Shaikh and McLarney, 2005) Contributions are extremely important to ensure social security and national development However, according to Cheung & Chan (2000), under the condition of limited government budget, the contribution of the community has made a significant contribution to helping the unfortunate The emergence of non-governmental and non-profit organizations is meaningful to share the burden of social problems with the Government These organizations play an intermediary role in distributing funds to people in need through crowdfunding campaigns The money can be directly given to the poor or exchanged for necessities and invested in promoting education such as school construction They depend to a large extent on generous donations from the public (Lee&Chang, 2007) However, Piferi et al (2006) pointed out that non-governmental organizations face many challenges in attracting donors, so marketing strategies are obviously necessary Dolnicar and Lazarevski (2009) also pointed out that it can not only help organizations to establish brands, but also organizations that lack labor force have the opportunity to develop and maintain competitive advantages According to Grace and Griffin (2006), organizations need to stand on the standpoint of donors to understand their views, thoughts and behaviors so as to formulate practical and detailed strategies Personal characteristics can represent their attitude as donors Vietnam's current donation research only focuses on demographic determinants, such as age, gender, education level, income level and marital status, but has not really gone deep The intention behind the donation According to Gay and Barton (1989), charities should use marketing methods to formulate strategies such as understanding customer insight, rather than just using media tools In addition, according to Bekkers and Wiepking (2011), researchers suggest that the individual characteristics of donors can be used as a platform to predict the behavior of donors in general Modi (2012) pointed out that understanding the behavior of donors has created great advantages for charities By eliminating the activities of charities, their activities can proceed smoothly and save costs Expensive but ineffective activities and focus on developing areas that are more attractive to donors On the other hand, as Sargeant, Ford & West (2000) found, there are a number of fund-raising needs that, if not met, could adversely affect the Organization's efforts 2.2 Donation intention There are many determinants that affect individual donation intention, including external and internal factors, as Okten & Weisbrod (2000) said The most traditional and basic factors are often related to altruism, religion, social recognition and social norms of the donor environment As Smith and McSweeney (2007) added, those with strong moral obligations tend to donate more strongly than others Johnson and grimm (2010) point out that donations are influenced by the donor's perception, values and knowledge Avdeyeva, Burgetova, & Welch (2006) pointed out that economic ability is not a decisive factor in charity, because the poor also donate a lot Contributions depend on the needs and goodwill of donors Wiepking & breeze, 2012) concludes that although donors not have much money, they tend to contribute as much as possible As Kasri (2013) analyzed, helping people in need is a basic human need, just like responsibility and the desire to make changes These demands come from the goodwill of donors However, altruism does not always come from the need to give without expecting to be rewarded Pure altruism is defined as donations that not require physical or mental returns Bretos, Diaz-Foncea and Marcuello 2019) summed up altruism as donations aimed at personal interests Many sponsors are eager to build brand image, attract attention or prepare for future business purposes through social activities Charity is a common way for organizations to create legitimacy, credibility and prepare for potential media crises Futhermore, according to Vu, Le, Hoang, & Pham (2015), some people donate in return because they have received community support This action comes from looking back on one's empathy in the past It is a good way to appease yourself when you feel indebted to the community In addition, Sura, Ahn&Lee (2017) also pointed out that external factors such as culture and belief play an important role in a person's donation intention These factors promote the donor's thoughts and behaviors As religion has a significant influence on individuals, it is likely to stimulate the intention to become a specific behavior Therefore, Knowles, Hyde, & White (2012) commented that understanding personal and cultural factors will be an advantage to implement marketing programs that encourage donations According to Smith and McSweeney (2007), past behavioral factors have an impact on donation intention Conner et al (2002) analyzed that past behavior is considered to be the most important factor in predicting future intentions and behaviors For those who have donated before, they will be more open to donating than those who have never donated before, because they have no concept of donating 2.3 Donation in young people It can be seen that 18-24 years old have the lowest donation rate to charity For example, according to the Australian Bureau of Statistics, in recent years, only 61.7% of young people in this age group have contributed, while the highest contribution rate is in the 45- 54 age group, of which 82.6% have contributed (2007) According to research by Vu, Le, Hoang, & Pham (2015), in Vietnam, young people aged 18-30 have 75% interest in donations, which is the lowest among the four age groups Previous studies such as Smith & McSweeney (2007) have shown that ability plays a huge role in young people's perception of donation intention For people with no income or low income, basic needs will be given priority, thus reducing the attention to social problems Young people should be encouraged to contribute within their means, even if only to a small extent by publicizing the moral significance of donations In addition, as added by Knowles, Hyde and White (2012), emphasizing personal ties between potential donors and those in need helps to cultivate a sense of moral obligation to donate 2.4 What is NGOs? The term "non-governmental organization", in English commonly known as Non Governmental Organization (abbreviated to NGO), in French as Organization NonGouvernementale (abbreviated as ONG) officially appeared for the first time in Europe in early twentieth century This phrase has since been used more commonly since the United Nations was founded in 1945 With regard to non-governmental organizations, there are many different concepts Some countries treat all organizations that not belong to the Government as non-governmental organizations; In other countries, non-governmental organizations are entities with legal personality Non-governmental organizations include research institutes, private, public entities or foundations The following are some of the definitions of non-governmental organizations that have received the most attention and are used in practice: According to the definition of the World Bank (WB), non-governmental organizations are private groups engaged in alleviating suffering, promoting the interests of the poor, protecting the environment, providing basic social services or participating in community development activities The term "non-governmental organization" applies more broadly to non-profit organizations whose activities are completely or substantially independent of the Government The value of non-governmental organizations is mainly expressed through charitable aid and voluntary service The United Nations defines a non-governmental organization (NGO) as “a nonfor-profit, voluntary citizens’ group, which is organized on a local, national or international level to address issues in support of the public good” The Ministry of Foreign Affair Vietnam categorize NGOs into three types: National Non-Governmental Organizations, International Non-Governmental Organizations, and Governmental Non-Governmental Organizations (GONGOs) (Mofahcm, ) National Non-Governmental Organizations (NNGOs) members are of one nationality This type of NGOs was early founded throughout the world Their primary activities are normally to serve the community within one nation NNGOs contribute the vast majority in terms of number of organizations In contrast, members of International Non-Governmental Organizations (INGOs) come from different countries The number of INGOs are far less than that of NNGOs The scope of activities of INGOs crosses countries borders, and the operation of an organization within each country must comply with the local law Governmental Non-Governmental Organizations (GONGOs) are defined as organizations which are founded by the government or fully funded by government budget Examples of GONGOs are German DED development program or SNV of the Netherlands which is providing Vietnam assistance CHAPTER III: THEORETICAL BACKGROUND 3.1 Theory of Planned behavior Theory of Planned behavior (TPB) (Ajzen, 1991) is derived from the Theory of Reasoned Action (TRA; Ajzen & Fishbein, 1975) and was published in 1991 The TPB assumes that an act can be predicted or explained by an act intended to carry out a specific act According to Zubairi and Siddiqui (2019), the stronger the intention to participate in the act, the higher the possibility of execution Figure Reasoned Action Theory (Ajzen & Fishbein, 1975) For TRA, the two main factors that determine the intention of behavior are the attitude towards behavior and subjective norms Social reference has certain influence on the behavioral intention including partners Close family and friends In addition, colleagues and law enforcement agencies will also have an impact on individuals' behavioral intentions according to different behaviors (Ajzen, 2012) These allegations exert certain social pressure on individuals, ideas and motives of intentions and behaviors In addition, attitude is also an important factor in predicting behavior People who hold a positive attitude towards behavior will be able to such behavior Figure Planned Behavior Theory (Ajzen, 1991) In 1991, researchers realized that behavioral intention must be under behavioral control, which means that the intentional person must have sufficient resources and ability to carry out the behavior (Ajzen, 1991) For example, if a person wants to buy a house but has no money, it is difficult for him or her to plan to buy a house if he or she cannot borrow money from the people around him or the bank Therefore, TPB was born to overcome the shortcomings of TRA 3.2 Attitude toward behavior According to Fishbein and Ajzen (1975), an attitude towards behavior is an individual's positive or negative emotion towards a specific behavior A behavioral intention can have more than one attitude without cognitive conflict Ahmed, Abdullah, Jantan, & Zawawi (2020) said that attitudes are measured by using the beliefs of individuals when taking certain actions Attitude is one of the important determinants to predict individual behavior In most studies, it can be found that attitude has positive significance for behavior Smith and McSweeney (2007) assert that people who were assessed tended to donate money On the contrary, people who hold negative attitudes often not take actions without moderate factors Like Byrd and others (2018) said that the attitude towards donation is statistically related to the donor's intention The intention to donate is driven by a general attitude (Sura, Ahn&Lee, 2017) From this perspective, the proposed assumptions are as follows: H1: Attitude toward behavior has a positive impact on an individual's intention to donate 3.3 Subjective norm Kashif and de Run (2015) acknowledged that subjective norms can seriously affect the intention of conduct Subjective norms are society's view of individuals, that is, whether individuals are taking specific actions According to Mittelman and Rojas-M é ndez (2018), if a person engages in or does not engage in specific behaviors, social groups will exert pressure on him, thus establishing psychological ties For example, if the wife does not agree to donate, the husband's intention to donate will decrease However, if a friend invites him to donate money to charity, this intention will increase due to the motivation of that friend In addition, Ahmed, Abdullah, Jantan and Zawawi) (2019) also made analysis, and subjective criteria were also defined as a person's belief in the people around him Subjective norms have an important influence on donation intention, especially in collectivist culture (Chan and Lau, 2001) According to Vero Asean (2019), the decisive factors that have the greatest impact on Vietnam's personal intentions are family and friends These are the two closest people everyone has They affect the views and intentions of individuals in most cases According to this, the following assumptions are put forward H2: Subjective norm has a positive impact on an individual's intention to donate 3.4 Perceived behavior control According to Wang, Wang, Guo, Zhang and Wang (2018), cognitive behavior control refers to the ability to perform specific behaviors The ease or ease of taking action will affect the person's intention to act For example, a person with a lot of money will think of more donations than a person who is short of money because they have enough resources to take action As Shneor&Munim (2019) discovered, the more favorable one finds to take action, the stronger one's intention to take action If donors find that donations are beneficial to them, they are likely to so (Chen, Dai, Yao, & Li, 2019) Cognitive behavioral control is a significant variable in predicting donation intention (Smith, and McSweeney, 2007) In addition, Smith and Mcsweeney (2007) believe that if people can control charity, they tend to participate in donation Therefore, assumptions are developed: H3: Cognitive behavior control has a positive effect on individual donation intention The above assumptions are applied from the original theory of planned behavior The next part is the adjustment factors that affect the correlation between dependent variables and independent variables 3.5 Key opinion leaders Valente & Pumpuang (2007) defines key opinion leaders (kols) as those who influence the opinions, attitudes and behaviors of others, especially their followers KOL can change the behavior of followers through words or actions In marketing research, celebrities have a great influence on customers' purchase intention Jackson and Darrow (2005) pointed out that celebrities are important and reliable enough to persuade someone to take specific actions or agree with their opinions According to the analysis of Valente and Pumpuang (2007), the results show that 46% of the participants were inspired by idols and changed their lifestyles Idol has the ability to motivate fans to participate in social activities and other behaviors (Boon and Lomore, 2001) In addition, fans tend to change themselves to adapt to idols or imitate their actions Recently, bloggers have a relative influence on community intentions Touching posts on social media arouse readers' emotions and promote their intention to act Therefore, KOL directly affects one's feelings and thoughts, thus leading to changes in one's attitude towards behavior From this perspective, this research puts forward the following assumptions: H4: With the greater KOL impact, the positive relationship between attitude and donation intention will be strengthened 3.6 Negative perspective According to Smith and McSweeney (2007), one of the obstacles for donors is the dark side of their use of donations Charities need to know about donors' concerns related to donations, such as whether the money has really reached those in need, or some frustration caused by the harassment of charities and individuals Charitable fraud refers to "any fraudulent act, including internal and external fraud cases, committed within or against charities" (Fraud Advisory Committee, 2008) Burchard (2005) spoke that the community expected public audit documents and activity information from charities The organization did not disclose the use of its financial funds, which raised concerns that donations were not fully given to the poor and the poor The media regularly publish information on charitable scams that raise funds in the name of false or non-existent charities This kind of cheating is especially common at the entrance of universities Therefore, these concerns have greatly affected the intentions and attitudes of donors Based on this view, the following assumptions have been developed: The media regularly publish information on charitable scams that raise funds in the name of false or non-existent charities This kind of cheating is especially common at the entrance of universities As a result, these concerns have greatly influenced the intentions and attitudes of donors H5: With the greater Negative perspective impact, the positive relationship between attitude and donation intention will be decreased H6: With the greater Negative perspective impact, the positive relationship between subjective norm and donation intention will be decreased H7: With the greater Negative perspective impact, the positive relationship between Perceived behavior control and donation intention will be decreased 3.7 Final research mode Figure Research model Key opinion leaders Attitude toward the behavior H4 H1 H2 Subjective norm Intention of donation H3 Perceived behavioral control H6 H5 H7 Negative perspective CHAPTER 4: RESEARCH METHODOLOGY ... NGOs into three types: National Non- Governmental Organizations, International Non- Governmental Organizations, and Governmental Non- Governmental Organizations (GONGOs) (Mofahcm, ) National Non- Governmental. .. wife does not agree to donate, the husband's intention to donate will decrease However, if a friend invites him to donate money to charity, this intention will increase due to the motivation of... 1945 With regard to non- governmental organizations, there are many different concepts Some countries treat all organizations that not belong to the Government as non- governmental organizations;