Individual's Charity Intention in Hong Kong: An Empirical Study on Charitable Behavior

This paper is aimed at studying the factors that affect donors' charity intentions. Associated with the theory of planned behavior, a structural equation model incorporating individual's attitude, individual moral norm and subjective norm is proposed to measure donors' experiential value and donation intention. Results of analysis of empirical data of Hong Kong's donors/volunteers show that individual's attitudes toward charitable organization, philanthropy and charitable activity impact both the experiential value and charity intention positively, while the individual's moral norm only impacts the experiential value and subject norm impacts neither experiential value nor charity intention. The paper offers new insights into, individual's charity behavior. Besides, it explores the factors that affect donors' experiential value and charity intention. Furthermore it provides implications for fundraisers.