移情
捐赠
利他主义(生物学)
社会心理学
心理学
社会责任
背景(考古学)
亲社会行为
虚拟现实
广告
公共关系
业务
经济
政治学
生物
经济增长
古生物学
人工智能
计算机科学
作者
Maria Kandaurova,Seung Hwan Lee
标识
DOI:10.1016/j.jbusres.2018.10.027
摘要
As Virtual Reality (VR) continues to have an increased presence in the consumer marketplace, charitable and non-profit organizations are looking to VR to stimulate charitable giving (monetary or volunteering). The objective of this research is to investigate the effects of VR on empathy, guilt, responsibility, and donation of time and money in the social marketing context. Supported by the media richness theory (MRT) and the social presence theory (SPT), the results of three experimental studies suggest that content viewed on a VR platform, when compared against a traditional two-dimensional video media platform (VM), increases empathy, increases responsibility, and instigates higher intention to donate money and volunteer time towards a social cause. For socially excluded individuals, VR enhances the level of guilt and social responsibility, ultimately leading to a higher intention to volunteer. Although, this did not manifest for monetary donations.
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