The effects of donation button design on aid agency transactional trust

Burt, Chris David; Gibbons, Sophie

doi:10.1002/nvsm.412

Cited by 12 publications

(7 citation statements)

References 28 publications

(48 reference statements)

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“…The role of the social media platform for donation behaviour Bennett (2008, p. 164) argues that the role of websites in charity advertising requires "radical new thinking", in part because of internet opportunities for donating. In particular, the internet is a crucial tool to attract donations from under 35s, who tend to interact more frequently online (Aldridge and Fowles, 2013;Bennett, 2009) and are easier to reach online than through traditional media (Burt and Gibbons, 2011).…”

Section: 1mentioning

confidence: 99%

“…Anik et al (2014) show, using field and online experiments, that contingent matchinggiving a prediction of others' likely behaviouris a more effective inducement encouraging people to upgrade their donations than social proof information based on other's previous behaviours. In addition, experimental research involving modifications to website button design reveals transactional trust positively influences donation compliance (Burt and Gibbons, 2011).…”

Section: 1mentioning

confidence: 99%

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When does “liking” a charity lead to donation behaviour?

Wallace

Buil

Chernatony

2017

EJM

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Purpose: This study investigates the relationship between young people's Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships. Design/Methodology: A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants was analysed and hypotheses tested using structural equation modeling. Findings: Results confirm two forms of CDB -self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Selforiented CDB is positively associated with donation intentions, but other-oriented CDB is negatively associated. Findings reveal how altruism moderates this model. Research Implications: Findings show how personality traits influence CDB, and reveal the relationship between CDB, as virtual conspicuous consumption on social media platforms, and donation behaviour. Practical Implications: The study provides implications for managers about enhancing charitable donations through social media.Originality/ Value: This is the first study to explore donation behaviour as a form of conspicuous consumption on social media, where virtual conspicuous consumption (i) does not require any offline consumption, and (ii) may achieve the desired recognition, without any charitable act. It provides new insights into CDB, its antecedents and influence on donation behaviour. Classification: Research Paper

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Section: 1mentioning

confidence: 99%

Section: 1mentioning

confidence: 99%

When does “liking” a charity lead to donation behaviour?

Wallace

Buil

Chernatony

2017

EJM

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“…Placing web objects appropriately within a website may improve the use of a system (Wells, 2003). Therefore, the choice and placement of web objects on websites have been the subject of much study in the literature including Bernard (2001), Burt and Gibbons (2011), Cassidy and Hamilton (2014), Jach and Kulinski (2015), Roth et al (2010), Roth et al (2013), and Wells (2003). These studies span a range of website domains, including organizations, finance, tourism, online shopping, and news.…”

Section: Introductionmentioning

confidence: 99%

E-Commerce Design by Older Adults: The Selection and Placement of Web Objects on Shopping Sites

Osman¹,

Hwang²

2021

Front. Comput. Sci.

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This study offers insights, gathered from co-design activities with older adults, on the design of e-commerce websites. Twenty older adults (aged 52–75 years) took part in a paper-based design activity in which they were presented with a web browser window, cutouts of a selection of web objects (e.g., product images and “add to cart” buttons) in a range of designs, and office stationery for making annotations and asked to select and place web objects onto the browser window to express their design ideas for two types of shopping experience: purchasing a grocery item that is inexpensive and typically purchased in multiples (carrots) and purchasing an assistive technology item which is considered expensive and normally purchased as a one-off (wheelchair). Objects selected frequently by the older adults for inclusion in both types of e-commerce websites included product images, price, and an “add to cart” button. Some objects were selected for inclusion depending on the type of website—quantity selection was selected for the cheap, multiple purchase item, whereas descriptions, reviews, and shipping/return information were deemed important only for the expensive, single-item purchase. Regarding the relative placement of the “add to cart” button, participants most often placed the button close to the quantity selection and/or the price. Furthermore, participants expressed that having these three elements presented within a visually distinctive “buy box” would be beneficial. This study offers insight into which website elements are deemed important by this older adult participant group for e-commerce websites and how the elements should be arranged, and the results also indicate that some design requirements may differ between different types of shopping experience. The findings can potentially benefit designers, developers, and industries to more fully grasp the potential of usable online shopping applications.

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“…Charities are now routinely using the internet as an online fund‐raising mechanism, and research into this approach to fund‐raising is increasing (e.g. Burt & Dunham, ; Burt & Gibbons, ; Fox & Carr, ; Goatman & Lewis, ; Gueguen & Jacob, ; McWah & Carr, ; Powell, ; Richard, ; Sargeant, ; Sargeant & Jay, ; Sargeant et al ., ; Water, ; Wenham et al ., ). Research on online donating has generally focused on how to improve fund‐raising.…”

Section: Introductionmentioning

confidence: 99%

Use of donor‐specified donation splitting: a technique to understand the impact of financial management on donor trust

Burt

Williams

2014

J of Philanthropy and Mktg

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Two experiments investigated donors' willingness to split their donation into a proportion that the charity could use for administration costs and a portion that could be used to deliver the charity's services. Experiment 1 found that participants in the condition given the opportunity to split their donation into an amount for administration costs and an amount for service delivery gave a significantly smaller proportion of their overall donation to administration costs, when compared with participants in another condition who were simply asked what proportion of their donation they would be happy for the organization to use for administration costs. Experiment 2 manipulated the amount of information participants (donors) received about the breakdown of a charity's administration costs but found no significant change in the amount donated to administration. Both experiments show that donors were willing to donate approximately 15% of their donation directly to charity administration costs. Results are discussed in terms of understanding how a charity's financial management might be influencing donor's trust in the charity and providing charities with a degree of certainty in the proportion of donations they can spend on administration costs.Copyright © 2014 John Wiley & Sons, Ltd.

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The effects of donation button design on aid agency transactional trust

Cited by 12 publications

References 28 publications

When does “liking” a charity lead to donation behaviour?

When does “liking” a charity lead to donation behaviour?

E-Commerce Design by Older Adults: The Selection and Placement of Web Objects on Shopping Sites

Use of donor‐specified donation splitting: a technique to understand the impact of financial management on donor trust

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