"How Motivation, Personality Impact Mood in Charitable Referral Behavior--An Exploratory Comparative Analysis between Taiwan and Malaysia"

How Motivation, Personality Impact Mood in Charitable Referral Behavior--An Exploratory Comparative Analysis between Taiwan and Malaysia

Today, peer-to-peer referral gets more influential in consumption and social involvement decisions. How to foster a productive offline or online environment for leveraging this powerful effect becomes crucial in nowadays marketing strategies. Despite many studies on referral tactics and some on referral behavior from psychosocial perspectives, it is rare to find in non-profit sectors, particularly in a charitable cash donation. This research aims to take a step to fill the hole. This study firstly developed a charitable referral model via Structural Equation Modeling. Results show that Extrinsic Motivation and Relationship Personality significantly influence Positive Emotion. On the other hand, Intrinsic and Extrinsic Motivation, Leadership, and Relationship Personality significantly influence Self-accomplishment emotion. The result reflects some findings from prior studies but further discovered new influential forces associated with referral behavior. Secondly, we examined the moderation effects across two countries for strategic insights to apply practically to non-profit organizations. We found that donors’ Self-Accomplishment impacted by Intrinsic Motivation is significantly higher than those in Malaysia, and Extrinsic Motivation has an influential effect the other way around. We have examined moderation effects across essential variables, with which abundant implications were provided.