Artículo de revista
ANTECEDENTS OF DONOR TRUST IN AN EMERGING CHARITY SECTOR: THE ROLE OF REPUTATION, FAMILIARITY, OPPORTUNISM AND COMMUNICATION
Fecha
2010Registro en:
Transylvanian Review of Administrative Sciences, No. 29E/2010 pp. 159-177
Autor
Torres Moraga, Eduardo
Vásquez Parraga, Arturo Z.
Barra, Cristóbal
Institución
Resumen
This research aims at explaining the donors’
trust in the charity organizations within the context
of an emerging charity sector. Such knowledge
would help these organizations influence donor
trust and participation. Four key factors were
identified and used to propose a model of donor
trust: organization’s reputation, donor’s familiarity
with the charity sector, donor’s perception of the
organization’s opportunism and donor’s perception
of the organization’s communication effectiveness.
The model is tested in an emerging charity sector
in a Latin American country, Chile. Three factors
have a direct effect on donor trust, whereas one
factor, communication effectiveness, has only
an indirect effect through its influence on the
organization’s reputation and donor’s familiarity
with the sector. While organization’s reputation and
donor’s familiarity with the sector influence donor
trust positively, perceived opportunism impacts
upon it negatively. The comprehensive and, at the
same time, parsimonious donor-trust model that is
contributed in this study helps explain how donor
trust is generated, kept and enhanced.