Efficacy of perceived risk as a correlate of reported donation behavior: An empirical analysis
Ugur Yavas Ph.D., Glen Riecken Ph.D., Emin Babakus Ph.D.
Journal of the Academy of Marketing Science · 1993 · Volume 21 · Issue 1
Abstract
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.
Keywords
Risk Score, Political Party, Risk Measure, Educational Institution, Nonprofit Organization
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