Influences of altruistic motivation, shared vision, and perceived accessibility on microcharity behavior

Microcharity is a charity participation mode gaining popularity in China. It has been found that individuals take a more active role in following the work of the microcharity compared to the passive role traditionally taken in charities. Based on the motivation–opportunity–ability theory, we examined the influences of altruistic motivation, shared vision, and perceived accessibility on charitable behavior in a microcharity context. A survey was completed by 240 microcharity donors in China. The results showed that shared vision moderated the relationship between altruistic motivation and charitable behavior, and that perceived accessibility moderated the interactions among altruistic motivation, shared vision, and charitable behavior. Our findings deepen the understanding of charitable behavior in relation to microcharities and may be useful for microcharity practitioners.