Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR

Abstract

Virtual reality (VR) as a communication tool is increasingly gaining attention in various contexts, including the promotion of fundraising and donation‐based activities. Recent academic literature tends to focus on VR as a valuable tool for human‐human donation, with little consideration of the human‐animal donation context. Furthermore, the use of key flagship species can encourage donations for the specific animal and provide broader conservation and economic benefits, including encouraging tourism and visitor spending. However, work needs to explore VR as a tool for flagship species donation versus other forms of communication tools and the impact this could have on broader conservation goals. Two studies were conducted to investigate VR in a human‐animal donation context using two modalities (VR and static advertisement). Study 1 investigates the mediating role of psychological elements: empathy and enjoyment, while Study 2 examines the mediating role of technological elements of VR: usability and telepresence. We found that VR increases enjoyment and engagement with the flagship species, increasing the likelihood of donating. VR also increases telepresence, and the usability of the VR tool positively affects donors' likelihood to donate. Our findings inform a future research agenda to consider VR in a donation context further.

Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies

“…However, overall, the research stream remains nascent and is being outpaced by new applications, including VR experiences with endangered species (Moriuchi & Murdy, 2022) or the hosting of fundraising events in VR (e.g., Hope for Haiti). Important directions for future research, as summarized in Table 2, thus include the study of optimal VR formats and storytelling approaches that support the psychological mechanism of empathy through narrative transportation, as well as how empathy might be enhanced when VR environments are populated by other “real” consumers or even the recipients of donations.…”

Context in augmented reality marketing: Does the place of use matter?

“…"being there", and it has been labeled telepresence in the extant literature (C. Chen & Yao, 2022;Moriuchi & Murdy, 2022;Steuer, 1992).…”

“…The concept of presence is relevant to both computer‐generated (VR) and computer‐mediated (AR) environments (Latoschik & Wienrich, 2022; Tussyadiah et al, 2018). In a VR context, presence refers to a feeling of “being there”, and it has been labeled telepresence in the extant literature (C. Chen & Yao, 2022; Moriuchi & Murdy, 2022; Steuer, 1992). Conversely, the focus of presence in AR environments relies on the user's perception of an object “being here” (i.e., at their location), and this phenomenon has been called local presence or spatial presence in the extant research (Rauschnabel, Babin, et al, 2022; Verhagen et al, 2014; Vonkeman et al, 2017).…”

The more the better? The negative effect of disseminators' donations in online donation

“…We also propose that empathy moderates this effect. Empathy refers to the ability to view the world from another's perspective (Moriuchi & Murdy, 2022). Those who have high empathy are more likely to consider their responsibilities toward others, thus reducing the diffusion of responsibility.…”

“…Those who have high empathy are more likely to consider their responsibilities toward others, thus reducing the diffusion of responsibility. In contrast, those who have low empathy are more likely to focus on themselves, thus increasing the diffusion of responsibility (Basil et al, 2008; Bierhoff & Rohmann, 2004; Cartabuke et al, 2019; Moriuchi & Murdy, 2022; Sanmartin et al, 2011).…”