초록 열기/닫기 버튼
Despite an increasing number of usage of mobile, relatively little attention has been paid to identify the factors influencing intention of mobile donation. The purpose of this study was first, to examine the effect of instant connectivity which is mobile traits on perceived usefulness and media flow. Second, perceived usefulness makes an influence on the media flow and the two factors have positive influence on internal motivation of potential donator. Finally, this study focused on the effect of intention of the relationship between the internal motivation and mobile donation. After a pilot test, the data were collected from college students of A university which is located in the Gyeonbuk area from Jun 22 to 30, 2015. A total of 208 questionnaires were answered and analyzed for this study. The results of the study were as follows. First, it was revealed that instant connectivity had an influence both perceived usefulness and media flow; second, perceived usefulness had a influence to media flow; Third, perceived usefulness had no effect on the internal motivation of donation, whereas it had a significant impact on media flow; Finally, it was proven that the internal motivation of potential donator had a influence to media flow.
