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CHARITY ORGANIZATIONS ADOPTING VIRTUAL REALITY MODALITY: THEORIZATION AND VALIDATION
Journal of Organizational Computing and Electronic Commerce ( IF 2.9 ) Pub Date : 2021-06-07 , DOI: 10.1080/10919392.2021.1926843
Shu-Pei Tsai

ABSTRACT

Communicators of charity organizations have begun to adopt virtual reality modality to draw in more donors in recent years. However, there is still a lack of comprehensive theoretical exploration and empirical verification on the avenues that may optimize the function of virtual reality modality for communication conducted by charity organizations. To fill this gap, the current study proposes and validates a framework based on integrative extension of theories pertaining to enactive cognition, media affordances, and personal norm. As the research result suggests, the five immersive affordance attributes of vividness, authenticity, coherence, interactivity, and controllability are primary facilitators of empathy and personal norm activation in the virtual reality context. The type of virtual reality modality, which provides immersive affordance attributes to exercise the transformative change effect, serves to elicit charitable donation intention through evocation of empathy and personal norm activation as the two key mediators. More noteworthy, the positive impact of empathy on charitable donation intention significantly increases due to the partial mediating effect of personal norm activation. Overall, the research result contributes to enhancing the effectiveness of communication conducted by charity organizations.



中文翻译:

采用虚拟现实模式的慈善组织:理论化和验证

摘要

近年来,慈善组织的传播者开始采用虚拟现实的方式来吸引更多的捐助者。然而,对于慈善组织开展的虚拟现实模式的功能优化,尚缺乏全面的理论探索和实证验证。为了填补这一空白,当前的研究提出并验证了一个基于与生成认知、媒体可供性和个人规范相关的理论综合扩展的框架。研究结果表明,生动性、真实性、连贯性、交互性和可控性这五个沉浸式可供性属性是虚拟现实环境中移情和个人规范激活的主要促进因素。虚拟现实模式的类型,提供身临其境的可供性属性来行使变革性的变化效应,通过唤起同理心和个人规范激活作为两个关键中介来引发慈善捐赠意愿。更值得注意的是,由于个人规范激活的部分中介作用,移情对慈善捐赠意愿的正向影响显着增加。总体而言,研究结果有助于提高慈善组织进行沟通的有效性。由于个人规范激活的部分中介作用,共情对慈善捐赠意愿的正向影响显着增加。总体而言,研究结果有助于提高慈善组织进行沟通的有效性。由于个人规范激活的部分中介作用,共情对慈善捐赠意愿的正向影响显着增加。总体而言,研究结果有助于提高慈善组织进行沟通的有效性。

更新日期:2021-06-07
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