Title: Investigating antecedents and their consequences of usability in online donations: the case of university students' community services programs

Authors: Tamather Shatnawi; Raed S. Algharabat

Addresses: Faculty of Administrative and Financial Sciences, Marketing Department, Petra University, Amman 11942, Jordan ' Department of Marketing, School of Business, The University of Jordan, Amman 11942, Jordan

Abstract: This research aims to investigate the main antecedents of the usability of electronic donation of non-profit organisation (NPO) website (aesthetics, information quality and creditability) and its consequences (trust, satisfaction and loyalty). To collect the data, we used online means of donations as part of community service programs implemented by universities within the Jordanian education sector. We asked students from Middle East universities, located in Jordan, to navigate a NPO website (King Hussein Cancer Foundation (KHCF)) and then we provided them with $15 incentives to donate. We found that aesthetics of non-profit website, information quality and credibility had positive impact on the usability of electronic donation for non-profit website. Furthermore, we found that the usability of electronic donation of NPO website had positive impact on donors' trust and satisfaction of the website. In turn, we found that donors' trust and satisfaction had significant effect on students' electronic loyalty.

Keywords: NPOs; non-profit organisation; aesthetics; information quality; credibility; usability; donors' satisfaction; donors trust; loyalty; Jordan.

DOI: 10.1504/IJTPM.2018.092296

International Journal of Technology, Policy and Management, 2018 Vol.18 No.2, pp.125 - 154

Received: 28 Dec 2016
Accepted: 18 May 2017
Published online: 14 Jun 2018 *

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