| Abstract [eng] |
The main objective of this Master's thesis is to determine how moral factors (moral identity, guilt and empathy) and the size of the donation impact the intention to donate to different types of charity objects. The thesis consists of three main parts: a literature review, an empirical study and its results, conclusions and suggestions. The literature review provides an overview of moral emotions, moral identity and how these moral factors influence the intention to donate. The importance and impact of different levels of donation on the intention to donate is discussed. It looks at charitable behavior, the different ways of giving and identifies the types of charitable objects studied in the thesis: ongoing tragedy and sudden disaster. The theories underpinning the research model were identified: the Theory of Planned Behavior, the Social Identity Theory and the SOR model. Following a literature review and a research methodology, the author developed a questionnaire to determine the influence of moral factors and the size of the donation on the intention to give financial support to different types of charities. Four questionnaires were administered and an online survey was conducted. The results of the survey showed the existence of a relationship between moral identity, guilt, empathy and the intention to give financial support. Guilt and empathy have been found to have a greater positive impact on the intention to provide support in the case of a sudden-onset disaster compared to a continuing tragedy. No such relationship was found between moral identity and the type of charity object. Regarding the amount of charity, it was found that respondents are more likely to give a smaller amount (EUR 2) than a larger amount (EUR 5) to charity. SPSS was used to calculate the results of the study and showed that all the selected constructs have a high Cronbach's alpha and are reliable. Correlation, regression, t-test and Fisher Z calculations were used to test the hypotheses. The results of the study could have been influenced by a variety of factors, including demographic characteristics of the respondents, internal beliefs about giving financial support to charity, etc. It is recommended that future research in this area be continued, with the selection of new incentives and the inclusion of additional factors in the research design. The conclusions summarise the main aspects of the literature analysis and the results of the study. More detailed recommendations for future research are also provided. The author believes that the results of the study have provided interesting insights and may be useful for future research. |
