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

Kauppakorkeakoulu

Tutkimustuotos: Lehtiartikkeli › Artikkeli › Tieteellinen › vertaisarvioitu

5 Lataukset (Pure)

Abstrakti

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.

Alkuperäiskieli	Englanti
Julkaisu	Voluntas: International Journal of Voluntary and Nonprofit Organizations
Varhainen verkossa julkaisun päivämäärä	3 kesäk. 2024
DOI - pysyväislinkit	https://doi.org/10.1007/s11266-024-00666-3
Tila	Julkaistu - 3 kesäk. 2024
OKM-julkaisutyyppi	A1 Julkaistu artikkeli, soviteltu

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

s11266-024-00666-3Lopullinen julkaistu versio, 445 KBLisenssi: CC BY

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

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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.",

keywords = "virtual reality, charitable giving, empathy, spatial presence, attanation allocation, spatial situation model, nonprofit organizations",

author = "Ilia Gugenishvili and Anna-Greta Nystr{\"o}m",

year = "2024",

month = jun,

day = "3",

doi = "10.1007/s11266-024-00666-3",

language = "English",

journal = "Voluntas: International Journal of Voluntary and Nonprofit Organizations",

issn = "0957-8765",

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TY - JOUR

T1 - Virtual Reality and Charitable Giving: The Influence of Space, Presence, and Attention

AU - Gugenishvili, Ilia

AU - Nyström, Anna-Greta

PY - 2024/6/3

Y1 - 2024/6/3

N2 - 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.

AB - 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.

KW - virtual reality

KW - charitable giving

KW - empathy

KW - spatial presence

KW - attanation allocation

KW - spatial situation model

KW - nonprofit organizations

U2 - 10.1007/s11266-024-00666-3

DO - 10.1007/s11266-024-00666-3

M3 - Article

SN - 0957-8765

JO - Voluntas: International Journal of Voluntary and Nonprofit Organizations

JF - Voluntas: International Journal of Voluntary and Nonprofit Organizations

ER -

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

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