No browsing, no donating: the impact of title and forwarder on browsing intention of online charity fundraising

• Chundong Zheng ^[1] ; Huan Niu ^[1] ; Han Wang ^[1]
  1. [1] Tianjin University

     Tianjin University

     China

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 21, Nº. 1, 2024, págs. 27-49
• Idioma: inglés
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• Resumen

  • The Internet has enabled charitable fundraising to raise money through various social media platforms. However, individuals’ avoidance behaviors toward charitable fundraising information are very common. Most people tend to choose not to browse the fundraising information. The avoidance behaviors will lead to interruption of donation process and affect subsequent donation behaviors. Using data collected from professional online survey platform, Study 1 with 274 responses were conducted to examine the influence of browsing on subsequent donation behaviors. And Study 2 with 290 responses examined the influence of fundraising title and information forwarder on donor's browsing intention. The results show that both the emotional titles and the forwarder’s close relationship with the donor will trigger higher browsing intentions. In addition, perceived credibility as well as cognitive and emotional empathy mediate the influence. Furthermore, a donor’s past donation experience moderates the relationship between emotional empathy and browsing intention. This study provides a theoretical system of donor’s overall donation behaviors and provides practical suggestions for effective charitable fundraising through social media platforms.