Instrument validation of website quality to attract donation
DOI:
https://doi.org/10.24200/jonus.vol8iss1pp446-468Abstract
Background and Purpose: With the increasing scarcity of funds in Malaysia, effectively soliciting donations is crucial for the sustainability of non-profit organisations (NPOs). Many NPOs face challenges in raising sufficient funds to implement meaningful projects for societal benefit. The exploration of online factors influencing user decision-making on NPO websites has been slow to develop locally, partly due to limited interest in this area. To address this gap, it is imperative to develop a robust research instrument to identify key variables that drive users' interest in donating through NPO websites. This study was therefore conducted to identify and define the relevant variables and items for such an instrument.
Methodology: The study collected 269 responses from ten popular NPO website users. Their responses were recorded using the five-point Likert Scale questionnaire, ranging from strongly agree to strongly disagree. First, the study conducted a content validity test and a pre-test. The sample size was determined based on the SEM requirement. Finally, the responses were analysed using pooled confirmatory factor analysis to determine the instrument's reliability and validity.
Findings: Only seven variables were retained after the validity and reliability analysis, 43 out of 74 items. The result indicated that only information, system, service quality, perceived ease of use, and trust are relevant for the NPO to meet website user satisfaction and influence their decision to donate.
Contributions: The findings are essential as a guideline for developing a website that meets user preferences. The result also contributed to the website quality literature for the non-profit sector.
Keywords: Website quality, trust, satisfaction, non-profit organisation, technology acceptance model.
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Information Systems, 19(1), 9-30.
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Asia Research Centre for Communication and Humanities, 6(2), 1-22.
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Research: An International Journal, 16(4), 370-392.
Fan, W.-S., & Tsai, M.-C. (2010). Factors driving website success-the key role of internet customisation and the influence of website design quality and
internet marketing strategy. Total Quality Management and Business Excellence, 21(11), 1141-1159.
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brazilian home brokers. Revista Brasileira de Gestão de Negócios, 16(51), 257-276.
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14.
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Journal, 2(1), 63-68.
Green, T. D., & Pearson, J. M. (2011). Integrating website usability with the electronic commerce acceptance model. Behaviour and Information
Technology, 30(2), 181-199.
Gregg, D. G., & Walczak, S. (2010). The relationship between website quality, trust and price premiums at online auctions. Electronic Commerce
Research, 10(2010), 1-25.
Gordon, T. P., Knock, C. L., & Neely, D. G. (2009). The role of rating agencies in the market for charitable contributions: An empirical test. Journal of
Accounting and Public Policy, 28(2009), 469-484.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate
data analysis. Prentice hall.
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Publications.
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Ingenhoof, D., & Koelling, A. M. (2010). Website as a dialogic tool for charitable fundraising NPOs: A comparative Study. International Journal of
Strategic Communication, 4(1), 171-188.
Jie, C. T., Zu Yee, E. W., & Wok, S. (2017). Predicting factors of job satisfaction through organizational culture: A case of Malaysian private learning
institution. Jurnal Komunikasi: Malaysian Journal of Communication, 33(3), 37-54.
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population-worldwide/
Hasnan, S., Mohamad, M., Zainuddin, Z. N., & Abidin, Z. Z. (2016). Corporate governance factors affecting donation: Evidence from charitable
organizations in Malaysia. International Journal of Economics and Financial Issues, 6(6S),149-153.
Hidayat, R., Qudratuddarsi, H., Mazlan, N. H., & Zeki, M. Z. M. (2021). Evaluation of a test measuring mathematical modelling competency for
Indonesian college students. Journal of Nusantara Studies, 6(2), 133-155.
Kang, S., & Norton, H. E. (2004). Non-profit organisation’ use of the world wide web: Are they sufficiently fulfilling organisational goals? Public
Relations Review, 30(2004), 279-284.
Khalid, N. M. (2021). Resilience, perceived social support, and life satisfaction among Malaysian college students. Journal of Nusantara Studies, 6(2),
21-40.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful E-Commerce relationships: A logitudinal
exploration. Journal Information System Research, 20(2), 2337-257.
Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford Publications.
Koenig, N., & Schlaegel, C., (2014). Effects of design characteristics on corporate blog acceptance. Management Research Review, 37(4), 409-440.
Kouser, R., Niazi, G. S. K., & Bakari, H. (2018). How does website quality and trust towards website influence online purchase intention? Pakistan
Journal of Commerce and Social Sciences, 12(3), 909-934.
Kuan, H., Bock, G., & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-
commerce websites. Behaviour and Information Technology, 27(1), 3-16.
Law, R., & Cheung, C. (2006). A study of the perceived importance of the overall website quality of different classes of hotels. Hospitality Management,
25(2006), 525-531.
Lee, Y., & Kozar, K. A. (2012). Understanding of website usability: Specifying and measuring constructs and their relationships. Decision Support
System, 52(2012), 450-463.
Lee, F.-H., & Wu, W.-Y. (2011). Moderating effects of technology acceptance perspectives on e-y formation: Evidence from airline websites in Taiwan.
Expert Yan Systems with Applications, 38(2011), 7766-7773.
Liang, C. J., & Chen, H. J. (2009). A study of the impacts of website quality on customer relationship performance. Total Quality Management, 20(9),
971-988.
Malaysian Family Concept. (2021, October 8). Malaysian family's concept outlines three characteristics, 20 values. The Star.
https://www.thestar.com.my/news/nation/2021/10/08/039malaysian-family039-concept-outlines-three-characteristics-20-values
Masrom, U. K., Idris, M., & Jusoh, Z. (2021). Dual Language Programme (DLP): Mediating effects of readiness, interest and confidence on students’
satisfaction. Journal of Nusantara Studies, 6(2), 1-20.
Mohammed, R., & Sharipudin, M. N. (2017). An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in
Malaysian universities. Jurnal Komunikasi: Malaysian Journal of Communication, 33(3), 196-213.
McMahon, D., Seaman, S., & Lemley, D. A. (2015). The adoption of websites by non-profits and the impact on society. Technology in Society, 42(1), 1-8.
Mejova, Y., Weber, Y., Garimella, V. R. K., & Dougal, M. C. (2014). Giving is caring: Understanding donation behaviour through email. Paper presented
at CSCW 2014 Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing (pp. 1297–1307). ACM Digital
Library.
Multimedia Development Corporation. (2013). Malaysia government portals and website assessment 2013.
http://www.mampu.gov.my/documents/10228/47243/Criteria2013.pdf/d3a98ada-1746-42e8-b539-d7d3fcbfde55
Nah, S., & Saxton, G. D. (2013). Modeling the adoption and use of social media by non-profit organisations. New Media & Society, 15(2), 294-313.
Non-Profit Finance Fund. (2014). 56% of America's non-profits can't meet demand; Worst shortfall in 6 years of annual non-profit finance fund survey.
PR Newswire. https://www.prnewswire.com/news-releases/56-of-americas-nonprofits-cant-meet-demand-worst-shortfall-in-6-years-of-annual-
nonprofit-finance-fund-survey-254169911.html
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1), 248-292.
Periyayya, T., Nair, G. V., Shariff, R., Roland, Z., & Thanaseelan, D. (2016). Young adult malaysian consumers’ attitude and purchase intentions of CSR
supported grocery brands. Search Journal of the Southeast Asia Research Centre for Communications and Humanities, 8(1), 56-77.
Pinho, J. C., & Macedo, I. M. (2006). The benefits and barriers associated with the use of the internet within the non-profit sector. Journal of Nonprofit
& Public Sector Marketing, 16(1/2), 171-193.
Rauf, A. A. A., Hamid, N. A., & Ishak, M. S. (2016). Modelling the effect of access to information, political interest and policy satisfaction on youth online
political participation in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 32(2), 317-340.
Sargeant, A., Ford, J. B., & West, D. C., (2006). Perceptual determinants of nonprofit giving behavior. Journal of Business Research, 59(2), 155-165.
Salim, N. A. M., & Abdullah, M. Y. (2017). Measuring reliability and validity of instrument: The dimensions of advertising literacy in determining the
advertising literacy index. Jurnal Komunikasi: Malaysian Journal of Communication, 33(1), 280-293.
Sharma, G., & Baoku, L. (2013). Customer satisfaction in web 2.0 and information book technology development. Information Technology & People,
26(4), 347-367.
Sharma, G., & Lijuan, W. (2015). The effects of online service quality of e-commerce websites on user satisfaction. The Electronic Library, 33(3), 468-
485.
Shier, L. M., & Handy, F. (2012). Understanding online donor behavior: The role of donor characteristics, perceptions of the internet, website and
program, and influence from social networks. International Journal of Nonprofit and Voluntary Sector Marketing 17(2012), 219-230.
Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating
variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453-463.
Snipes, R., & Oswald, S. (2010). Charitable giving to not-for-profit organisations: Factors affecting donations to non-profit organisations. Innovative
Marketing, 6(1), 73-80.
Sriramesh, K., Rivera-Sanchez, M., & Soriano, C. (2012). Websites for stakeholder relations by corporations and NPO, a time lag study in Singapore.
Journal of Communication Management, 17(2), 122-139.
Sommerfeldt, J. E., Kent, M. L., & Taylor, M. (2012). Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling
the dialogic promise? Public Relations Review, 38(2012), 303-312.
Stone, W. S., & Wilbanks, J. (2012). Transparency and accountability: A look at non-profit internet website content. Insights to a Changing World
Journal, 3(1), 79-86.
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2023-01-31
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Instrument validation of website quality to attract donation. (2023). Journal of Nusantara Studies (JONUS), 8(1), 446-468. https://doi.org/10.24200/jonus.vol8iss1pp446-468
