在新冠疫情的的影響下，在許多勸募活動暫停的情況下，捐贈收入可能會減少，因而影響非營利組織的生存與發展。然而，隨著科技的進步、網路使用率的普遍化，社群媒體的參與度也不斷提升。因此，社群媒體參與對於捐贈動機與線上捐贈意願之影響，值得進一步深入探討。 本研究以社群媒體參與者為研究對象，旨在研究社群媒體參與、捐贈動機與線上捐贈意願之間的關係。藉由便利抽樣法來進行問卷收集，共發出255份，回收問卷為235份，其回覆率92.16%，之後並使用SPSS統計軟體來進行統計分析。 統計分析結果如下: (1)不同的背景變項在社群媒體參與、捐贈動機與線上捐贈意願上部份有顯著差異；(2) 社群媒體參與對線上捐贈意願有正向影響；(3) 社群媒體參與對捐贈動機有正向影響；(4) 捐贈動機對線上捐贈意願有正向影響；(5) 捐贈動機在社群媒體參與與線上捐贈意願之間具有部份中介效果。 Under the influence of the COVID-19 epidemic, when many fundraising activities are suspended, donation income may be reduced, thus affecting the survival and development of non-profit organizations. However, with the advancement of technology and the pervasiveness of internet usage, social media engagement has also increased. Therefore, the impact of social media participation on donation motivation and online donation intention deserves further research. This study took social media participants as the research object, and aimed to investigate the relationship between social media participation, donation motivation and online donation intention. Convenient sampling method was used to collect questionnaires. A total of 255 questionnaires were issued, 235 valid questionnaires were obtained, and the recovery rate was 92.16%. Afterwards, SPSS statistical software was used for statistical analysis. The statistical analysis results are as follows: (1) Different background variables have significant differences in social media participation, donation motivation and online donation intention; (2) Social media participation has a positive impact on online donation intention; (3) ) social media participation has a positive impact on donation motivation; (4) donation motivation has a positive impact on online donation intention; (5) donation motivation has a partial mediating effect between social media participation and online donation intention.
