新傳播時代的來臨，隨著發展中的資訊、傳播、通訊、網路科技、與社群網站等快速的發展，影響範疇日益廣泛。本文探討新傳播科技發展對我國民眾捐款行為的研究。以TPB模式之間的構面關係，探討新傳播科技為導向的捐款行為和影響其行為的相關因素。本文採用量化的研究方式，以結構式問卷調查，全台有效採樣問卷1088份，藉由SPSS統計分析，了解捐款行為過程中行為意向、行為知覺、捐款取向顯著的影響力。
研究發現:
1.新傳播科技的對捐款期望（態度）有正向影響。新傳播科
技行動支付、新傳播科技社群媒體、新傳播科技行動社群
會正向的影響持續使用的態度。
2.新傳播科技的對對捐款行為控制信念（行為規範）有正向影響。新傳播科技行動支付、新傳播科技社群媒體、新傳播科技行動社群會正向的影響捐款行為控制信念。
3.新傳播科技對社群因素影響（知覺）有正向影響。新傳播
科技行動支付、新傳播科技社群媒體、新傳播科技行動社
群會正向的影響社群因素（知覺）。
4.捐款期望態度對捐款行為有直接正向效果。
5.捐款行為控制信念規範對捐款行為有直接正向效果。
6.社群因素影響知覺對捐款行為有直接正向效果。
共享的經濟社會是利他主義的，是講究分享、透明和誠信，希望藉著本研究的導引，實證分析結果，作為公益部門及主管機關佐證與參考，有助於日後相關個案的後續研究發展。
The progression of mass media technology has a looming effect on people’s interaction with the Internet, social media, and data reception etc. This research explored the impact of the new mass media technology on the behavior of Taiwanese. This research employed theoretical models such as the theory of planned behavior (TPB) to analyze how the new mass media technology and other contributing factors impact donation behavior.
With a quantitative research method, structured questionnaires were issued throughout Taiwan for 1088 copies. SPSS Statistics was the software used for data analysis. The result provided a further understanding of people’s behavioral intention, behavioral perception, and donation inclination.
Research includes:
1. The new mass media technology has positive influences on donation behavior/ attitude. The New mass media technology such as online pay, social media, and social networking encourage and thereby increase donation behavior/attitude.
2. The new mass media technology has positive influences on belief controls. The New mass media technologies such as online pay, social media, and social networking encourage and thereby increase donation behavior and belief controls.
3. The new mass media technology has positive influences on social perception about donation expectation. The New mass media technologies such as online pay, social media, and social networking have positive effects in shaping social perception about donation expectation.
4. Donation expectation and attitude have directly positive effects on donation behavior.
5. Donation expectation that control beliefs has directly positive effects on donation behavior.
6. Social perception has directly positive effects on donation behavior.
In a shared economy and altruistic society, transparency and honesty are key. This research serves to enhance Taiwanese non-profit organizations’ ability to adapt to future challenges posed by technology. Data collected from this research should provide substantial references for related fields in decision making. This research should also aid individual cases for future development and research.
