Author(s)

Hongyan Yu, Dongmei Xu

Corresponding Author

Dongmei Xu

Abstract

Charitable donations represent a key component of cause-related marketing strategies. This research formulates relevant hypotheses and employs experimental methods to test them. Findings reveal that the use of contextualized card payments significantly increases donors’ willingness to contribute, with donor engagement and social presence serving as partial mediators in the relationship between contextualized payment methods and donation intentions.

Keywords

Contextualized Card Payment, Donation Intention, Social Presence