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Publication Detailed Description
15th Annual Conference of the EuroMed Academy of Business, Book proceedings
Year (definitive publication)
2022
Language
English
Country
United Kingdom
More Information
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Abstract
One of the major challenges that non-profit organizations face is inspiring people to be concerned about issues 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
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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.
