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

Handelshögskolan

Forskningsoutput: Tidskriftsbidrag › Artikel › Vetenskaplig › Peer review

5 Citeringar (Scopus)

77 Nedladdningar (Pure)

Sammanfattning

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.

Originalspråk	Engelska
Sidor (från-till)	965-976
Tidskrift	Voluntas: International Journal of Voluntary and Nonprofit Organizations
Volym	35
Nummer	5
Tidigt onlinedatum	3 juni 2024
DOI	https://doi.org/10.1007/s11266-024-00666-3
Status	Publicerad - 3 juni 2024
MoE-publikationstyp	A1 Tidskriftsartikel-refererad

Finansiering

Open access funding provided by \u00C5bo Akademi University. Open access funding provided by \u00C5bo Akademi University.

FN:s SDG:er

Detta resultat bidrar till följande hållbara utvecklingsmål:

SDG 1 – Ingen fattigdom
SDG 2 – Ingen hunger
SDG 3 – God hälsa och välbefinnande
SDG 10 – Minskad ojämlikhet

Åtkomst av dokument

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

s11266-024-00666-3Slutlig publicerad version, 445 KBLicens: CC BY

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

Citera det här

@article{71d07bc875d64f0a84e45025b0d1a871,

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

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",

volume = "35",

pages = "965--976",

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

issn = "0957-8765",

publisher = "Springer",

number = "5",

}

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

VL - 35

SP - 965

EP - 976

JO - Voluntas: International Journal of Voluntary and Nonprofit Organizations

JF - Voluntas: International Journal of Voluntary and Nonprofit Organizations

IS - 5

ER -

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

Sammanfattning

Finansiering

FN:s SDG:er

Åtkomst av dokument

Fingeravtryck

Citera det här