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Virtual reality and charitable giving – the role of space, presence, and attention

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  • Gugenishvili, Ilia
  • Nyström, Anna-Greta

Abstract

Virtual Reality (VR) is a promising tool for nudging charitable attitudes and behavior. Still, how VR experiences are processed by users remains unclear. To ensure the future success of VR storytelling, therefore, it is critical to understand how users experience a VR story overall, and what the potential antecedents and consequences associated with it are. In this study, we address the gaps in the literature by comparing the spatial presence, attention allocation, spatial situation model, empathy, and donation behavior after viewing content using VR vs. a desktop computer. Results point to a clear phenomenological distinction between experiencing the content in these two mediums. Specifically, the VR group exhibited significantly higher spatial presence, attention allocation, spatial situation model, and empathy. Donation behavior, though, was equal. The study has implications for the theoretical knowledge of VR and charitable giving, as well as the Construal Level Theory of psychological distance. They are also helpful for businesses wishing to use VR in their marketing strategies.

Suggested Citation

  • Gugenishvili, Ilia & Nyström, Anna-Greta, 2023. "Virtual reality and charitable giving – the role of space, presence, and attention," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277967, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itse23:277967
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    References listed on IDEAS

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    1. Hudson, Sarah & Matson-Barkat, Sheila & Pallamin, Nico & Jegou, Guillaume, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Journal of Business Research, Elsevier, vol. 100(C), pages 459-468.
    2. Francesca Bonetti & Gary Warnaby & Lee Quinn, 2018. "Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 119-132, Springer.
    3. Verhaert, Griet A. & Van den Poel, Dirk, 2011. "Empathy as added value in predicting donation behavior," Journal of Business Research, Elsevier, vol. 64(12), pages 1288-1295.
    4. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    Full references (including those not matched with items on IDEAS)

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