Resumen de Factors influencing pro-social consumer behavior through non-profit organizations

Daniel Edgardo Cano Murillo, Juyoung Kang, Sora Yoon

• Purpose - The purpose of this paper is to analyze the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet factors. Design/methodology/approach - This research uses an empirical model to determine which personal and internet features are significant to consumers' pro-social concerns. Internet factors may also affect pro-social behavior in addition to personal factors that many psychological studies have found to be influential. Through internet survey of 150 responses, the research model was analyzed with the partial least squares method. Findings - The findings indicate that social influence (SI) and specific internet characteristics generate perceived reciprocity and perceived ease of use of the internet in customers that encourages pro-social behavior. Practical implications - The findings provide non-profits with a theoretical foundation for their marketing. Many agencies and media reports have pointed out the importance of the internet in social causes. This study offers a thorough model revealing the influential factors in pro-social activities. Social implications - This study has discovered the influential factors that non-profit organizations must consider in order to persuade their population targets. Organizations striving to capture consumers' attention and purchase behavior (in the form of a social contribution) must facilitate SI and ease of use, as these are highly influential. Originality/value - Pro-social behavior and internet adoption have been widely studied separately but rarely together. This study analyzes the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet factors.