Virtual Reality and Charitable Giving: The Influence of Space, Presence, and Attention

Ilia Gugenishvili; Anna-Greta Nyström

doi:10.1007/s11266-024-00666-3

Virtual Reality and Charitable Giving: The Influence of Space, Presence, and Attention

Ilia Gugenishvili, Anna-Greta Nyström

School of Business and Economics

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Abstract

Virtual reality (VR) can boost charitable attitudes and behavior. In an experiment with 100 participants viewing the content in VR vs. desktop computer, the VR group exhibited significantly higher levels of spatial presence (MD = 1.24, p <.001), attention allocation (MD =. 58, p <.001), spatial situation model building (MD =.47, p =.01), and empathy (MD =.46, p =.049). Donation behavior did not differ between the two groups (p =.36). Both computer and VR viewers shared similar emotions, but VR users felt greater immersion and emotional intensity, perceiving themselves as active participants, while computer viewers took a more passive role. This study generated insights for nonprofits considering VR in their marketing strategies, shedding light on the potential of VR storytelling and its effects on charitable giving.

Original language	English
Pages (from-to)	965-976
Journal	Voluntas: International Journal of Voluntary and Nonprofit Organizations
Volume	35
Issue number	5
Early online date	3 Jun 2024
DOIs	https://doi.org/10.1007/s11266-024-00666-3
Publication status	Published - 3 Jun 2024
MoE publication type	A1 Journal article-refereed

Keywords

virtual reality
charitable giving
empathy
spatial presence
attanation allocation
spatial situation model
nonprofit organizations

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1007/s11266-024-00666-3Licence: CC BY

s11266-024-00666-3Final published version, 445 KBLicence: CC BY

https://urn.fi/URN:NBN:fi-fe2024061048202

Cite this

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KW - empathy

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KW - attanation allocation

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Virtual Reality and Charitable Giving: The Influence of Space, Presence, and Attention

Abstract

Keywords

UN SDGs

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