Efficacy of Perceived Risk as a Correlate of Reported Donation Behavior: An Empirical Analysis
Document Type
Article
Publication Date
12-1-1993
Description
Various environmental trends suggest a challenging future for nonprofit organizations' quests for fund-raising and volunteer recruitment. Previous research indicates that the perceived risk paradigm may be a valuable framework for examining donation behavior. The evidence generated in this study shows that risk perception has little bearing on money and time donation behaviors. Results also suggest that while perceived risk does not predict donation behavior well, it improves prediction when used in conjunction with demographic variables.
Citation Information
Yavas, Ugur; Riecken, Glen; and Babakus, Emin. 1993. Efficacy of Perceived Risk as a Correlate of Reported Donation Behavior: An Empirical Analysis. Journal of the Academy of Marketing Science. Vol.21(1). 65-70. https://doi.org/10.1177/0092070393211009 ISSN: 0092-0703