Trust for online donation: The case of GIVEasia Vietnam

Abstract

The purpose of this paper is to find out and evaluate the impact of factors affecting trust when donating online by benefactors to help poor patients in Vietnam, thereby providing solutions and recommendations for organizations that want to deploy a fundraising platform to build the trust of potential benefactors (including GIVE.asia Vietnam). An online survey with 234 respondents are people who have sponsored at least once on online fundraising platforms or social networks on our organization’s website. The results show that five factors the author used to measure in the study such as (1) characteristics of the website calling for funding, (2) information about the beneficiaries, (3) the reputation of the fundraising organization, (4) the reputation of the hospital, and (5) the benefactor’s characteristics both positively affect the trust of the benefactor, in which, the information of the beneficiaries has the strongest influence.