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Nonprofit fundraising with virtual reality

Title
Nonprofit fundraising with virtual reality
Authors
Yoo, Seung-ChulDrumwright, Minette
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2018
Journal Title
NONPROFIT MANAGEMENT & LEADERSHIP
ISSN
1048-6682JCR Link

1542-7854JCR Link
Citation
NONPROFIT MANAGEMENT & LEADERSHIP vol. 29, no. 1, pp. 11 - 27
Keywords
fundraisingnonprofit organizationssocial marketingvirtual reality
Publisher
WILEY PERIODICALS, INC
Indexed
SSCI; SCOPUS WOS scopus
Document Type
Article
Abstract
An increasingly competitive fundraising environment and the new media ecosystem have prompted nonprofit organizations to strengthen their digital marketing capabilities. Recently, a few nonprofits have used virtual reality (VR) technology in fundraising, which raises questions about its effectiveness. Does VR work, and if so, through what psychological mechanisms? Through a lab experiment, the usefulness of VR as a digital fundraising tool was investigated. Specifically, we compared the media effects of experiencing the same fundraising video on two different devices: (a) a head-mounted VR and (b) a tablet. The results revealed that donation intention, perceived vividness, perceived interactivity, and social presence were all significantly greater with the VR medium than with the tablet medium. Next, we tested and successfully verified the mediation effect of social presence on donation intention. Finally, we verified that a viewer's sensation-seeking tendency served as a moderator when the device type influenced donation intention. Specifically, the media effects of VR were stronger for high sensation seekers than for low sensation seekers. This study contributes to theory and research by verifying the VR fundraising effect and identifying the key role of social presence, and it also provides important managerial guidelines for media design in VR fundraising campaigns.
DOI
10.1002/nml.21315
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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