No browsing, no donating: the impact of title and forwarder on browsing intention of online charity fundraising

Chundong Zheng (), Huan Niu () and Han Wang ()
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Chundong Zheng: Tianjin University
Huan Niu: Tianjin University
Han Wang: Tianjin University

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 1, No 2, 27-49

Abstract: Abstract The Internet has enabled charitable fundraising to raise money through various social media platforms. However, individuals’ avoidance behaviors toward charitable fundraising information are very common. Most people tend to choose not to browse the fundraising information. The avoidance behaviors will lead to interruption of donation process and affect subsequent donation behaviors. Using data collected from professional online survey platform, Study 1 with 274 responses were conducted to examine the influence of browsing on subsequent donation behaviors. And Study 2 with 290 responses examined the influence of fundraising title and information forwarder on donor's browsing intention. The results show that both the emotional titles and the forwarder’s close relationship with the donor will trigger higher browsing intentions. In addition, perceived credibility as well as cognitive and emotional empathy mediate the influence. Furthermore, a donor’s past donation experience moderates the relationship between emotional empathy and browsing intention. This study provides a theoretical system of donor’s overall donation behaviors and provides practical suggestions for effective charitable fundraising through social media platforms.

Keywords: Online charity fundraising; Donor’s avoidance behavior; Title; Forwarder; Browsing intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s12208-022-00361-3

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