Individual´s Charity Intention in Hong Kong: An Empirical Study on Charitable Behavior

This paper is aimed at studying the factors that affect donors´ charity intentions. Associated with the theory of planned behavior, a structural equation model incorporating individual´s attitude, individual moral norm and subjective norm is proposed to measure donors´ experiential value and donation intention. Results of analysis of empirical data of Hong Kong´s donors/volunteers show that individual´s attitudes toward charitable organization, philanthropy and charitable activity impact both the experiential value and charity intention positively, while the individual´s moral norm only impacts the experiential value and subject norm impacts neither experiential value nor charity intention. The paper offers new insights into, individual´s charity behavior. Besides, it explores the factors that affect donors´ experiential value and charity intention. Furthermore it provides implications for fundraisers.