Antecedents of user intention to donate to content creators in social media: A dual-attribute model perspective

I conducted an online survey with 356 WeChat Official Account users to explore how user donation intention was affected by antecedents related to the charitable and consumptive attributes of their donation. I used structural equation modeling and hierarchical regression analysis to test the hypotheses, and found that the antecedents of emotional attachment (related to the charitable attribute) and perceived fairness (related to the consumptive attribute) were positively related to user donation intention. In addition, identification and interaction were positively related to emotional attachment, WeChat Official Account article value and other users’ donation behavior were positively related to perceived fairness, and impulse buying tendency strengthened (vs. weakened) the positive relationship between emotional attachment (vs. perceived fairness) and user donation intention. Theoretical and practical implications are discussed.