Português
Ciência-IUL
Publications
Publication Detailed Description
Proceedings of the 51st Annual EMAC Conference (EMAC 2022)
Year (definitive publication)
2022
Language
English
Country
--
More Information
Web of Science®
This publication is not indexed in Web of Science®
Scopus
This publication is not indexed in Scopus
Google Scholar
Abstract
One of the major challenges that non-profit organizations face is inspiring people to be concerned about
issues that seem geographically and emotionally distant. The aim of this study is to explore how Virtual
Reality (VR) can boost inspiration and encourage potential donors to contribute to nonprofit fundraisings. To
achieve this aim, a three group between-subjects experiment was conducted to examine how varying the
degree of immersiveness of a short documentary about a remote health issue influences user reported social
and spatial presence, inspiration, and donation intention. Findings reveal that perceived media richness
gradually increases the user's spatial presence. Then, the positive effect of social and spatial presence on
customer inspiration was tested and successfully verified. Finally, customer inspiration increases donation
intention.
Acknowledgements
--
Keywords
Virtual reality,Customer inspiration,Non-profit organizations
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
