Nonprofit fundraising with virtual reality
- 주제(키워드) fundraising , nonprofit organizations , social marketing , virtual reality
- 주제(기타) Management; Public Administration
- 설명문(일반) [Yoo, Seung-Chul] Ewha Womans Univ, Sch Commun & Media, 301 Ewha POSCO BD,52 Ewhayeodae Gil, Seoul 120750, South Korea; [Drumwright, Minette] Univ Texas Austin, Stan Richards Sch Advertising & Publ Relat, Austin, TX 78712 USA
- 관리정보기술 faculty
- 등재 SSCI, SCOPUS
- 발행기관 WILEY PERIODICALS, INC
- 발행년도 2018
- URI http://www.dcollection.net/handler/ewha/000000156735
- 본문언어 영어
- Published As http://dx.doi.org/10.1002/nml.21315
초록/요약
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.
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