Understanding People Toward Online Donations Through Perceived Usefulness, Perceived Ease of Use, Trust and Religiosity: A Conceptual Idea

Understanding People Toward Online Donations Through Perceived Usefulness, Perceived Ease of Use, Trust and Religiosity: A Conceptual Idea

Mohd Zool Hilmie Mohamed Sawal^*1 ,Nazni Noordin², Nor Famiza Tarsik³

^1,3Faculty of Information Science, Universiti Teknologi MARA, Malaysia

²Faculty of Administrative Science and Policy Studies, Universiti Teknologi MARA, Malaysia

*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.908000661

Received: 22 August 2025; Accepted: 27 August 2025; Published: 25 September 2025

ABSTRACT 

Advancement in digital technology has far-reaching impacts on the management of philanthropic donations. In Malaysia, for example, the Kedah State Zakat Board (LZNK) has initiated the “Asnaf Care” fund for the purpose of offering aid to the poor, particularly during difficult situations. This conceptual paper tries to find the main drivers in understanding people in accepting online donations. Several key element variables in the Technology Acceptance Model (TAM) were considered, other variables such as trust and religiosity toward contribution to Online Fundraising have also been considered as main elements in variables construction. Hoping these key elements can attain a deeper understanding in accepting online donations or fundraising. By developing this conceptual frame, the outcome hopefully provides useful insight for relating parties to strengthening the fundraising effort.

Keywords – Online donation, Technology Acceptance Model, Trust and Religiosity,

INTRODUCTION

The growth of technology and a changing lifestyle indirectly impact the way giving donations. As an example, state government parties and NGO have also been willing to leverage technology in assisting fundraising efforts and reaching out to prospective donors. In Kedah, the Kedah State Zakat Board (LZNK) launched the “Asnaf Care “program on March 29, 2020, as part of its strategy to assist poor people, especially those in financial need. Although the program had ambitious fundraising targets, it has failed to achieve decent levels of donations. The aim of this research is to explore the determinants of donor behavior, specifically the effectiveness of the online fundraising platforms (Lembaga Zakat Negeri Kedah, 2020). As time flies by, donations for the most part are slowly transitioning away from traditional platforms, raising funds towards online methods. The adoption of the digital platform is changing the dynamic between charity organizations and donors and trust, making them more accessible to larger populations and offering better mechanisms for donation. Zakat for example, as an important Islamic practice of giving alms, there has been high interest in employing digital platforms as a method of streamlining fundraising processes, as also to render them more transparent, is on the rise. There are potential advantages and disadvantages of using online fundraising methods and approaches (Soleh, 2020). It indicates that a complete digital strategy will establish donor engagement alongside addressing accountability problems. Online fundraising methods show a great impact of growing outreach and participation levels compared to conventional traditional manual fundraising methods (Humaidi et al. 2022; Rohman and Amrullah ,2024)

RESEARCH PROBLEM

In Malaysia, there are several factors at work in the technological, trust, and religious dimensions that contribute to the low uptake of online fundraising and donation tools. By understanding the psychology behind these components, it may lend insight into why Malaysians feel skeptical about online fundraising campaigns. As digital technologies become more popular, there is an interesting paradox: online platforms are becoming more useful, but donation is still not accepting them, good online fundraising must come to mind with the differences related to digital versus traditional fundraising. It stresses that online does not mean success, so going online does not equal success. While traditional measures must be reconsidered and potentially combined with online approaches to properly reach donors (Kubo et al., 2022) Although the largest user demographic of social network services in Malaysia are university students, this demographic is the least likely to donate. It shows that whilst the technology is used, it is not related to the actual use of online fundraising (Lui & Zainuldin, 2021). Intrinsically, there is no one-size-fits-all solution and targeted approaches that appeal to the online platform usage preferences and comfort levels of Malaysian users are required.

Trust is a critical component of participatory strategies in helping maximize online fundraising efforts. When there’s no trust in online platforms and organizations supporting them, it becomes difficult to incentivize potential donors. Hesitations, or lack of confidence, are from fears related to the transparency and accountability of where their monetary contributions are directed, which could be worsened by their worries about data protection and privacy (Ghazali et al., 2020). Good transparent communication, and community engagement to build trust is crucial to increase acceptance of online donation (Aryndi & Muhammad, 2023). Malaysia is a very multicultural and religious country, and Islamic ideals that are linked to charitable work are very important there. Many people who give money or make donations want to know that it will be used in a way that fits with their beliefs. It is important to implement an equity-based crowdfunding framework that adheres to Shariah guidelines would amplify donors’ willingness to participate in such a framework, with highlights on the significance of compatibility between the religious beliefs of the potential funder and the nature of the fundraising activity (Rahman et al., 2020). Sutrisno’s research also suggests that religious message, especially inside zakat institutions, may alleviate certain issues associated with online donations, as donors aim to fulfil the religious intent of their contributions effectively (Sutrisno, 2024).

In summary, although online donation platforms offer greater convenience and reach, there are still gaps in understanding the key factors that influence people’s intentions to donate online, particularly from the perspectives of technology acceptance and personal trust. This conceptual study aims to bridge this gap by examining the role of perceived usefulness, perceived ease of use, trust, and religiosity in shaping online donation behavior. In doing so, it provides valuable insights for NGOs, religious institutions, and platform developers to design more effective and trustworthy digital donation systems.

RESEARCH OBJECTIVES

The specific research objectives are as follows.

• To determine the influence of perceived usefulness and perceived ease of use toward Online Fundraising.
• To determine how trust and religiosity affects donors’ intentions toward Online Fundraising.

The aim of this study is to explain the barriers of the acceptance of online fundraising by integrating the Technology Acceptance Model (TAM) and other factors such as trust and religiosity. The study tries to investigate the perceived usefulness and perceived ease of use attributes, the influences of trust on donors’ intentions to donate, and the influences of values on fundraising. These findings can help improve online fundraising acceptance by understanding donor concerns, facilitating site trustworthiness, and aligning with religious expectations. The technology gap, trust via transparency, and religious sensitivity must synergize to improve the acceptability and efficacy of fundraising via high-tech communication mediums. Hoping by understanding these variables can help organizations or NGO get more people involved in their online charitable initiatives by making them more interesting and motivating to potential donors.

LITERATURE REVIEW

Lack of food is a serious situation, which is indicate by an insatiable hunger that afflicts a country, causing a severe lack of necessary nutrition and nutrients, eventually resulting in death due to acute starvation (Britannica, 2021). Such a crisis can be caused by long-standing wars, natural calamities, or even pandemics that hamper food production or impede the delivery of supplies to the affected communities or populations.

Among the many responses to the problem of poor or interrupted food supplies, the development of food banks has been the most effective. A food bank is an organization that receives and manages food donations from the public, whether individuals, community organizations, or institutions, with the aim of redistributing this support to those in need in a country (Norzuraida, 2012). It can be said it relates to the process by which food is donated by residents, warehoused, and then redistributed to those in need (Lambie, 2011).

The Malaysian Foodbank movement received an incredibly supportive response, prior to and during the COVID-19 pandemic, especially regarding online fundraising. All over the country, many food banks have used online platforms to mobilize support. Some of the well-known non-profit institutions currently offering donations via these online platforms are Yayasan Food Bank Malaysia (YFBM), the Food Aid Foundation, Mutiara Food Bank, and The Lost Food Project.

Online fundraising is the electronic door to non-monetary giving; it includes how nonprofit organizations tap the potential of the Internet to solicit, process, and track philanthropic donations. First spotlighted by tools that allow organizations to create their own online donation pages (Double the Donation, 2021), online fundraising now enables donors to give from almost anywhere, without the confines of location. Over the last few years, as digital technology and mobile adoption have skyrocketed, online fundraising has established itself as a cornerstone of modern-day philanthropy. Recent surveys conducted by Nonprofit Tech for Good (2025) and Charity Digital (2025) find that nonprofits are using increasingly sophisticated digital tools, including mobile-optimized websites and social media fundraising campaigns, to expand their donor base and enhance the user experience. Additionally, studies by Bloomerang (2023) and Axios (2024) find that donor engagement innovations and real-time data integration are driving online growth in philanthropic gifts, thus marking the importance of digital fundraising in modern-day philanthropy. Online fundraising and appeals have become incredibly popular, and many non-profit groups have welcomed the opportunity eagerly. Bin-Nashwan and Al-Daihani (2021) found that the Kuwaiti Ministry of Social Affairs and Labour (MOSAL) had received a whopping USD 300 million worth of donations in the COVID-19 pandemic with its campaign, substantially supporting the efforts of the government to curb the outbreak. Hoefer (2012) wrote that online donation service provider Network for Good had raised 300 million dollars for more than 500 non-profit groups in 2008. Even with the deduction of the 3-cent service charge, the provider still managed to profit from the donations. Furthermore, donations continued to flow when directly given to non-profit groups through PayPal, with the option for donors not to have to register an account.

An abundance of reasons seems to motivate people to give through online sites, even in the face of the ever-present risks of fraud and scams. A total of AU$35,000.00 had been lost to different online scams carried out through the Internet, social media, and email in Australia as of July 2021 (Scamwatch, 2025). However, more recent reporting shows that the establishment of advanced fraud protection mechanisms and increased regulatory controls has significantly reduced the incidence of scams on online giving sites, thus improving the confidence of donors (The Wall Street Journal, 2025). Further, a survey conducted by Vox (2024) affirms that the establishment of advanced transparency mechanisms and real-time monitoring features by online giving sites has considerably enhanced the confidence level of users, leading donors to continue their charitable activities despite the occasional occurrence of fraud. Another essential factor that might motivate people to continue giving through charity websites is their faith in these online giving sites. This faith is often the result of transparency in reporting on the distribution of funds and the actual realization of donations, which assists in alleviating the fears of potential donors over the effective delivery of their donations. Given the fact that these sites are continually being enhanced with an even greater focus on effective security and further transparency, it is likely that this positive movement in donor activity will continue unabated.

There could be many reasons for the acceptance and usage of online donations. The Technology Acceptance Model (TAM) introduced by Davis (1989) indicated that perceived usefulness (PU) and perceived ease of use (PEOU) are two important constructs that lead to acceptance of the usage of technology, including information technology. Davis, Bagozzi, and Warshaw (1989) proposed the TAM to predict or elucidate the factors affecting IT use, based on the TRA (theory of reasoned action) by Fishbein and Ajzen (1975) and the TPB (theory of planned behavior) by Ajzen (1985), in which the TAM was extended and developed and consisted of two beliefs: perceived ease of use and perceived usefulness. The former referred to the ease of use of IT (information technology) as subjectively perceived by users. The easier the use, the more accepted the IT. The latter refers to how users subjectively perceive the extent of IT usage. The greater the perceived usefulness, the higher the adoption of IT. Recognition influenced attitudes and advanced behaviors. TAM was employed to elucidate and predict the acceptance of the use of IT. The user intention and behavior of individuals were affected by two key variables: perceived ease of use (PEOU) and perceived usefulness (PU).

The theory that explains a person’s behavior in the acceptance and use of information systems and technology by individuals, according to Davis (1989), is to use the Technology Acceptance Model (TAM). In TAM, there are two main factors, namely, perceived benefits and perceived ease of use. External variables influence both factors. Meanwhile, in their study on Islamic philanthropy and almsgiving among Indonesians using financial technology (financial services based on information technology), Usman, Mulia, Chairy, and Widowati (2020) extended TAM by including trust, image, and religiosity as moderating factors besides PU and PEOU. Their findings indicated that PU and PEOU have an impact on attitude towards using a system in this case it refers to financial technology. PU and PEOU also have an indirect impact on trust’s attitude towards using financial technology for philanthropic action. Also, they found that PU and PEOU had a bigger effect on the attitudes of users with high levels of trust and religiosity when it came to using financial technology systems for charitable purposes than on the attitudes of users with low levels of trust and religiosity.  Thus, trust and religiosity need to be considered as moderating variables in the extended model of TAM.

The connection between trust, religiosity, and the process of giving money online is complicated and very important.  Trust in an online donation platform is a significant predictor of the intention to donate.  Stress that trust in the organisation that provides online donation services can boost someone’s desire to give, especially when it comes to zakat, which is very tightly linked to religious rituals in Indonesia (Kasri & Sosianti, 2023).  Imperative for transparency regarding organisational information is a significant factor influencing trust, and that donors’ confidence can be profoundly affected, particularly in the context of online charity transactions (Affandy et al., 2022).

Moreover, trust, and religiosity are seen as significant factors influencing the inclination to engage in online cash waqf donations among Muslim millennials (Kasri & Chaerunnisa, 2021).  The research identified a statistically significant association between the intention to donate and both trust in an online donation platform and peer pressure, as well as the intrinsic enjoyment individuals derive from altruistic actions (Rakhmawati & Rizky, 2023).  In cultures that see giving as a religious duty, using religious motivation and the moral aspects of gifts can make people more likely to want to contribute. Also, areas of trust like empathy and perceived credibility led to the decision to give.  The availability of trust and social presence can promote interfaith online donations, wherein interpersonal relationships and community spirit are exchanged during the donation process (Aji & Muslichah, 2022).  Additionally, research substantiates that trust is founded on the cultivation of social capital that encourages philanthropic behavior, indicating that trust formation is essential for effective online fundraising (Zhou et al., 2022).  Trust dynamics, encompassing elements such as transparency and emotional connection, have been demonstrated to enhance the propensity to donate in e-fundraising contexts, particularly inside sacred entities like religion.  These characteristics, along with religious and personal motivations, form an interrelated network of influences on online donation behaviors and decisions.

CONCEPTUAL FRAMEWORK

Therefore, it is suggested that the following model be adopted to study the factors that influence online donation, so that solution could be forwarded to solve this issue.

Figure 1: Proposed conceptual framework

It is important to study the reason for the low online contribution. When a person perceived that technology would enhance his or her performance, they perceive it as something useful. Additionally, when a person finds a technology to be effortlessly used, without a complicated interface and easily operated, their perception towards the system would be positive. However, this theory only focused on acceptance to use technology, but there may also be other reasons why a person agreed to donate via online method. “Trust” and “religiosity” will be other variables presumed to influence the intention to contribute to an online donation.

The relationship among perceived usefulness (PU), perceived ease of use (PEOU), trust, and the religious motivation for online donations is an increasingly important subject in the context of digital philanthropy. Given the rapid growth of digital platforms for charitable contributions, it is pertinent to analyse how these psychological constructs influence online donation behaviors. Perceived usefulness has been internationally recognized as one of the key drivers of technology adoption, and this impacts the user’s willingness to employ online donation websites. According to the Technology Acceptance Model (TAM), the user will be more inclined towards technology adoption if he or she finds it useful in attaining their intended outcome (Lee & Sung, 2023). In online giving, perceived usefulness can be as a feeling that their donation will contribute to a cause that they care for. For example, if prospective donors are presented with quantitative information that their contribution leads to tangible outcomes such as poverty alleviation, medicine, or schooling. This would increase perceived usefulness and consequently raise the likelihood of donations (Bolesnikov et al., 2024). Besides, websites that align with the values of donors, such as religion or civic engagement, enhance this effect because individuals prefer to donate towards something they see aligned with their world views (Balaskas et al., 2025). Additionally, ease of use, as individuals perceive it, is a critical role in shaping individuals’ online donation behavior. An accessible design for the platform leads to greater donor participation, as there is less friction in the donation process. Literature has revealed that usability ease on a platform is directly related to the overall satisfaction of users, which in turn leads to them trusting the platform and process more (Daher & Hussein, 2024; Duarte et al., 2024) This relationship can be observed in the findings of studies on various online systems, like learning platforms and e-shopping, that reveal that greater usability means higher engagement rates and future intention to come back to the platform to interact (Williams et al., 2024). Ease of use is most applicable in the case of demographic traits such as age, where aging individuals or those who are not so familiar with technology want simple and clear donation processes that simplify cognitive load (Alagood et al., 2023).

Secondly, trust is a critical mediator that integrates perceived usefulness and ease of use with the intention to donate online. Trust is strongly influenced by perceived reliability and transparency of the donation platform. For example, platforms utilizing user ratings, detailed impact reports, and transparent operating practices create a higher degree of trust among users (Daher & Hussein, 2024; Florea & Esteves, 2023). Research has shown that whenever a site is trusted by the users, not only do they get more engaged in the process of giving a donation but also give more and return for further donations (Calahorra-Candao & Hoyos, 2024; Duarte et al., 2024).Trust is particularly important whenever there are money transactions on the site; without trust, people will not give their personal and financial information and contributions online will never increase (Remountakis et al., 2023).

Religiosity indirect relate with religion is also a drive in the virtual philanthropy environment. Many individuals motivated by religion may make their charitable donations in line with religious belief that demands helping others and serving the community (Nurwardani et al., 2024; Bach et al., 2025). Religious beliefs typically come into play in the social responsibility felt with giving charitably, where the donors feel that their donations not only fulfil their moral requirement but also round out their spiritual satisfaction. Studies have shown that givers who give online based on reasons that are religion-based are happier and more likely to perceive giving as assisting themselves as much as the receivers (Wu et al., 2024; Lichtenauer et al., 2023).

In integrating these psycho-theories, the perceived usefulness, perceived ease of use, and trust are all found to have a significant effect on the intention to give online. For example, an empirical investigation of metaverse use published recently suggested that positive technological experiences could be mediating variables in the influence of perceived usefulness and ease of use on users’ behavioural intentions towards web locations, reporting a broader phenomenon of digital engagement among users (Wu et al., 2024). Platforms and tools that are personally relatable for users and provide clear pathways for engagement will likely increase both their trust in the platform and their eventual willingness to contribute.

Additionally, the impact of community engagement, especially through social media, is significant.  Social recommendations and user-generated ratings are becoming major factors in how much people trust and think online donation platforms are useful. When potential donors see their peers, especially influencers or respected members from their communities, participating in charitable activities, their perceived worth of the donations and their trust improve (Nazare et al., 2024). The crossroads of such paradigms with cultural specificity means it becomes challenging to find one’s way through digital donation environments, particularly if religious doctrines and societal norms are the dominant determining factors. Different cultures may have different notions of donating and participating online, therefore changing platforms to accommodate such variation may improve user interface (Ridzuan et al., 2024). For example, websites that want donations from religious groups can profit by sponsoring endorsements that involve effective intervention in projects that align with community values and are convenient to use. Lastly, it is important to know how perceived simplicity of use, perceived utility, trust, and religious motivation work together to help organisations that want to develop a large online network of charitable givers. This profound interpenetration of drive forces psychological, theological, and technological highlights the necessity for a nuanced type of approach in setting up and promoting web-based donating systems. By keeping these interconnected variables in mind, organisations may not only make sure their systems are working properly, but they can also get more donations through their web-based platforms.

CONCLUSION

It is hoped that the proposed conceptual framework of this study can provide recommendations, solution to improve the online fundraising initiative so that the objective of helping those in need could be achieved successfully. Propose variables Perceived Usefulness, Perceived Ease of Use, Trust and Religiosity hope can shed some light in preparing proper measures address the problem as soon as possible because the sooner it is resolved, the brighter the hope of increasing contributions, which provides aid to those suffering from life hardships.

ACKNOWLEDGEMENTS

Special appreciation goes to all authors in producing this conceptual paper, their supporting, time is highly appreciated.

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