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    An Examination of Digital Nativity, Generation, and Gender in Online Giving

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    Genre
    Thesis/Dissertation
    Date
    2012
    Author
    Young, William Daniel
    Advisor
    Lancioni, Richard A.
    Committee member
    Di Benedetto, C. Anthony
    Eisenstein, Eric
    Department
    Business Administration/Marketing
    Subject
    Marketing
    Digital Native
    Generations
    Nonprofit
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/3897
    
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    DOI
    http://dx.doi.org/10.34944/dspace/3879
    Abstract
    Charitable giving has been of great interest to marketing academics because of its importance in understanding the relationships between nonprofit organizations and their customers. The concept of motivation is vital to researchers because authors have long queried about why a donor decides to give money to a charity as opposed to saving, investing, or consuming discretionary goods with these dollars. The first study in this paper was exploratory in nature; in this study, a number of concepts were investigated including differences in preferred site attributes and time viewing sites by digital nativity, as well as changes in donation behavior after the viewing the site. The second study investigates differences in altruism based on digital nativity, generation, and gender. Differences were found in terms of digital nativity, generation, and gender with respect to self-reported altruism scores. The third and final study investigates differences in perceptions of parents' altruism based on digital nativity, generation, and gender. Differences were found in terms of digital nativity and gender, but not with respect to generation, in terms of perceived parents' altruism scores.
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