Understanding People Toward Online Donations Through Perceived Usefulness, Perceived Ease of Use, Trust and Religiosity: A Conceptual Idea

Advancement in digital technology has far-reaching impacts on the management of philanthropic donations. In Malaysia, for example, the Kedah State Zakat Board (LZNK) has initiated the “Asnaf Care” fund for the purpose of offering aid to the poor, particularly during difficult situations. This conceptual paper tries to find the main drivers in understanding people in accepting online donations. Several key element variables in the Technology Acceptance Model (TAM) were considered, other variables such as trust and religiosity toward contribution to Online Fundraising have also been considered as main elements in variables construction. Hoping these key elements can attain a deeper understanding in accepting online donations or fundraising. By developing this conceptual frame, the outcome hopefully provides useful insight for relating parties to strengthening the fundraising effort.