| In recent years,online fundraising has been more and more accepted by the public.And it has many irreplaceable advantages compared with traditional donation.However,information transmission is unidirectional,peolpe can only know the event from the information itself and make a judgment on whether to donate.Therefore,although the plight and needs of many help-seekers are similar,some can obtain higher donations,while others are difficult.One of the potential important reasons is the differences in the presentation of the information.This study examines the impact of persuasion strategies and information presentation on online donation willingness.In experiment 1,text information is used as experimental material.When some content is difficult to describe for text,pictures can be added as auxiliary instructions.In order to investigate how to use pictures to improve the donation effect,we design experiment 2,which use the graphic information.Experiment 1 is a 2*3 inter-group design used to investigate the effects of information types and persuasion strategies on donation intention.In the experiment,people read different texts and made simulate donation.The results showed that the interaction effect between information type and donation strategy was significant,the use of credit strategy was the best for education aid,and the use of rational strategy for medical assistance information was the best.On the basis of experiment 1,experiment 2 was designed to further investigate the influence of information type and presentation mode on donation intention.The experiment 2 is a 2*2 inter-group design.After reading the information with pictures and texts,people made simulated donations.The results showed that the main effect of information type and presentation mode was significant,while the interaction effect was not significant.For medical assistance information with rational strategies and education aid information with credit strategies,pictures which were negative-positive had better donation effect.The results of Experiment 1 and Experiment 2 showed that different types of information will be more conducive to obtaining donations if they choose appropriate persuasion strategies and picture presentation when publishing the information.Based on the results of the two experiments,the following conclusions are drawn:(1)Different types of information and different persuasion strategies will have different effects on the willingness of donate.In text,credit strategies for education aid is the best,followed by rational strategies and emotional strategies;rational strategies for medical assistance information is the best,followed by credit strategies and emotional strategies.(2)In graphics,when using rational strategies for medical assistance,credit strategies for education aid and the sequence of pictures with negative-positive,the higher donation amount can be obtained. |
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