Favoriser les dons d’argent en ligne: rôle de la distance sociale perçue à travers les facteurs sociaux des sites internet d’associations

Soffien Bataoui () and Emmanuelle Boch ()
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Soffien Bataoui: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Emmanuelle Boch: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours, IAE Tours Val de Loire - Institut d'Administration des Entreprises (IAE) - Tours Val de Loire, UT - Université de Tours

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Abstract: Online fundraising has become an essential tool for charitable organizations. In order to create positive attitudes toward donating money, these organizations can take advantage of web atmospherics, as is done in e-commerce to raise sales. A benchmark analyzing the atmospherics of charitable organizations' websites, as well as two quantitative studies, show that social elements are crucial.

Date: 2022-06-21
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Published in Revue management & avenir, 2022, 3 (129), pp.15-36. ⟨10.3917/mav.129.0015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03981304

DOI: 10.3917/mav.129.0015

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