ABSTRACT

This study examines how website specific factors promote prosocial behaviours in website visitors. After reviewing the literature, we hypothesise a structural model involving seven perceptions (ease of use, trust, negative affect, positive affect, aesthetics, information quality, and argument strength) and an interaction between positive and negative affect. We test our model by recording participants’ perceptions and prosocial behaviours after their use of a website promoting volunteering and philanthropy. Two websites (‘Amnesty International’, and ‘Casa Guatemala’) are used. We find that website based appeals to both the head (i.e. perceptions of argument strength) and the heart (i.e. perceptions of positive and negative affect) motivate online prosocial behaviour, (i) that appeals to the heart are more effective than appeals to the head, (ii) that positive and negative appeals to the heart have similar effectiveness, and; (iii) that mixed appeals to the heart (i.e. simultaneous perceptions of both positive and negative affect) are ineffective.

摘要

本研究考察了网站特定因素如何促进网站访问者的亲社会行为。在查阅文献后，我们假设了一个结构模型，涉及七种感知（易用性、信任、负面影响、正面影响、美学、信息质量和论证强度）以及正面和负面影响之间的相互作用。我们通过记录参与者在使用促进志愿服务和慈善事业的网站后的看法和亲社会行为来测试我们的模型。使用了两个网站（“Amnesty International”和“Casa Guatemala”）。我们发现基于网站的诉求同时吸引头脑（即对论证强度的感知）和内心（即对积极和消极情绪的感知）激发在线亲社会行为，（i）吸引内心比吸引头脑更有效, (ii) 对心灵的正面和负面诉求具有相似的效果，并且；(iii) 对内心的混合诉求（即同时感知正面和负面影响）是无效的。