Journal of Nonprofit & Public Sector Marketing
Volume: 16 Issue: 1/2, 10/25/2006
In the last few decades, advances in new information technologies in general and the adoption of the Internet in particular have attracted the attention of many academics and practitioners alike. Much of current research, however, is focused on for-profit organizations, and less emphasis has been placed on other organizational contexts, such as the non-profit sector. The purpose of this article is to analyze the attitude of NPO managers towards the Internet, the extent to which non-profit organizations are adopting this information technology and the perceived benefits and obstacles associated with its use. A sample of three hundred and ninety two non-profit organizations in Portugal was examined. The statistical analysis indicated that the existence of a favorable attitude towards the Internet was positively correlated with the perception of Internet benefit dimensions. Conversely, the study found no empirical evidence linking perceived Internet benefits with the various NPO fields of activity. The article concludes with a series of limitations and implications for both theory and practice.