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

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.