The Role of Interdependent Self-Construal in Increasing Donation Behavioral Intention: Underlying Processing Mechanism of Impression Motives

Abstract

This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdependent self-construal is likely to play a role in promoting donation behavior when individuals consider making a donation on a Facebook page. Furthermore, this study showed that impression outcome expectancy is the underlying mechanism mediating the effect of interdependent self-construal on willingness to donate, moderated by the donation contexts (public context: Facebook vs. private context: e-mail). This outcome suggests that high levels of interdependent self-construal alone do not prompt individuals to give, but that understanding the advertising medium and its interaction with underlying impression-outcome motives does so prompt individuals.