repository
Special Graduate Schools
Graduate School of International Studies
Department of International Business
International Business
3. Theses(Master)
Factors Influencing Intention of Pro-social Behaviour of Consumer through Internet for Non-Profit Organization
- Author(s)
- Cano Murillo Daniel Edgardo
- Department
- 국제대학원 국제경영학과
- Publisher
- Graduate School of International Studies Ajou University
- Publication Year
- 2014-08
- Language
- eng
- Alternative Abstract
- Nowadays general communications have reached a huge level of importance, people currently are more exposure to the media and marketing activities are significantly utilizing communication media for commercial purposes, the growth of those technologies of information are also key factors to understand and influence consumer behaviour, furthermore, communication media is changing and adapting individual’s mind and perceptions towards new trends and behaviours. Pro-social behaviour regards how people are aware and able to help others. The present research fundamentally focuses on the link and relationship between internet and the personal insights of helping other using the same electronic system. Pro-social behaviour has been studied in so many researches as well as internet adoption, however, those topics together have not been deeply studied; at the moment many marketing companies and agencies are informing about how social causes are obtaining importance and action through internet factors, however many academic approaches have not covered the relationship. The present study has taken those factors such as interactivity and ease of reach of internet and they are influencing factors to consumer intentions to help unrelated people. The study has found how social influence and internet properties generate perceived reciprocity on customer that encourages pro-social behaviour through perceived ease and usefulness of the electronic system. In order to conduct the study 150 people were surveyed via electronic questionnaire reaching respondent from 23 different countries. The study also measured personal factors such as empathic concerns; as a result, it was found that for intentional pro-social behaviour through internet, environmental factors of the system and social reference are more influential than self-motivated feeling. Keywords: Pro-social Behaviour on Internet, Interactivity, Ease of Reach, Perceive reciprocity, perceive ease of use.
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- Special Graduate Schools > Graduate School of International Studies > Department of International Business > International Business > 3. Theses(Master)
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