The Role of Interdependent Self-Construal in Increasing Donation Behavioral Intention: Underlying Processing Mechanism of Impression Motives

This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdependent self-construal is likely to play a role in promoting donation behavior when individuals consider making a donation on a Facebook page. Furthermore, this study showed that impression outcome expectancy is the underlying mechanism mediating the...