The Effect of Trust in Charities on Donation Intention

Öz

Donations made to charitable institutions are of vital importance for these institutions to carry out their activities. This study investigated the moderating role of transparency in the effect of trust in the Turkish Red Crescent on the intention to donate. In addition, the direct effect of trust on the intention to donate and transparency and the direct effect of transparency on the intention to donate were investigated. The study population includes resident of Türkiye. The sample consists of 317 respondents. The sample was reached through a survey form shared on social media platforms. The survey includes items regarding trust, transparency and, intention to donate to the Turkish Red Crescent, a charitable institution. A convenience sampling method was used to reach the sample. Structural equation modeling and Process Macro were used to test the hypotheses. The analyses revealed that transparency does not have a moderating role in the effect of trust in the Turkish Red Crescent on the intention to donate. It was found that trust has a direct positive effect on the intention to donate and transparency. It was observed that transparency did not have a significant effect on the intention to donate. Findings from the one-sample t-test showed that the participants did not trust the Turkish Red Crescent but that it carried out its activities in a transparent manner.

Anahtar Kelimeler

• Turkish Red Crescent
• Trust
• Transparency
• Donation Intention

Hayır Kurumlarına Güvenin Bağışta Bulunma Niyetine Etkisi

Öz

Hayır kurumlarına yapılan bağışlar bu kurumların faaliyetlerini yerine getirebilmeleri bakımından hayati öneme sahiptir. Bu çalışmada Kızılay’a güvenin bağışta bulunma niyetine etkisinde şeffaflığın düzenleyici rolü araştırılmıştır. Ayrıca güvenin bağışta bulunma niyeti ve şeffaflık üzerindeki doğrudan etkisi ve şeffaflığın bağışta bulunma niyeti üzerindeki doğrudan etkisi araştırılmıştır. Çalışmanın evrenini Türkiye’de yaşayanlar oluşturmaktadır. Örneklem ise 317 kişiden oluşmaktadır. Örnekleme sosyal medya platformlarında paylaşılan anket formuyla ulaşılmıştır. Ankette bir hayır kurumu olan Kızılay’a yönelik güven, şeffaflık ve bağışta bulunma niyetine ilişkin maddeler bulunmaktadır. Örnekleme ulaşmada kolayda örnekleme yöntemi kullanılmıştır. Hipotezlerin test edilmesi için yapısal eşitlik modellemesi ve Process Macro kullanılmıştır. Yapılan analizlere göre, Kızılay’a güvenin bağışta bulunma niyetine etkisinde şeffaflığın düzenleyici rolünün olmadığı sonucuna ulaşılmıştır. Güvenin bağışta bulunma niyeti ve şeffaflık üzerinde doğrudan olumlu etkisinin olduğu bulunmuştur. Şeffaflığın bağışta bulunma niyeti üzerinde anlamlı bir etkisinin olmadığı görülmüştür. Tek örneklem t-testi kullanılarak elde edilen bulgularda, katılımcıların Türk Kızılayı'na güvenmedikleri ancak faaliyetlerini şeffaf bir şekilde yürüttükleri sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Kızılay
• Güven
• Şeffaflık
• Bağışta Bulunma Niyeti

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