Studies of Psychology and Behavior >
The Combined Effect of Two Types Reputation Information of Charity on Donation Intention
Received date: 2022-05-17
Online published: 2023-01-17
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The reputation information of charities in the form of “news reports - thread comments” often jointly affects online audiences. This study examined the combined effects of news and comment valence on donation intention through quasi-experimental designs. The results showed that: 1) Comment valence played a significant moderating role in the relationship between news valence and donation intention. Only when the comments were positive, participants who processed positive (vs. negative) news reports were more likely to donate. 2) The effect of news valence on high (vs. low) altruistic donors was significantly different. Only for those people with low-level altruistic personality, the positive news had an improved effect on donation intention under the condition of negative comments. 3) Trust could mediate the effect of news valence on donation intention. However, the moderating effect of altruistic personality and comment valence could not be exerted through the mediation of trust, and could only directly affect donation intention. The research provides empirical support for charities to build a reputation system based on the network platform and implement effective donation strategies.
Key words： news valence; comment valence; altruistic personality; trust; donation intention
Xiaofei LIU , Xiaoyan LIANG , Ziqiang XIN . The Combined Effect of Two Types Reputation Information of Charity on Donation Intention[J]. Studies of Psychology and Behavior, 2022 , 20(6) : 813 -820 . DOI: 10.12139/j.1672-0628.2022.06.014
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