Start Date
10-12-2017 12:00 AM
Description
This study examines the effects of push notification, monetary subsidies, and intertemporal choice of monetary subsidy on donation outcomes in mobile cause marketing context by conducting a randomized field experiment. Results of the field experiment provide three main findings. First, we see that push notifications have a remarkably high effect on donation decision, donation amount, and donation view. Second, in contrast to previous literature, we find that the donation outcomes are significantly higher with rebate subsidies than with matching subsidies. Finally, we find interaction effects between intertemporal choice and form of subsidies that immediate rebate subsidy has a high marginal effect on decision to donate and donation amount. This study further explores heterogeneous treatment effects regarding user activeness and gender. The findings have important implications for both charitable organizations and application service provider as well as charitable solicitations through the mobile channel.
Recommended Citation
Lee, Dongwon; Gopal, Anand; and Lee, Dokyun, "Micro-Giving: On the Use of Mobile Devices and Monetary Subsidies in Charitable Giving" (2017). ICIS 2017 Proceedings. 7.
https://aisel.aisnet.org/icis2017/IT-and-Social/Presentations/7
Micro-Giving: On the Use of Mobile Devices and Monetary Subsidies in Charitable Giving
This study examines the effects of push notification, monetary subsidies, and intertemporal choice of monetary subsidy on donation outcomes in mobile cause marketing context by conducting a randomized field experiment. Results of the field experiment provide three main findings. First, we see that push notifications have a remarkably high effect on donation decision, donation amount, and donation view. Second, in contrast to previous literature, we find that the donation outcomes are significantly higher with rebate subsidies than with matching subsidies. Finally, we find interaction effects between intertemporal choice and form of subsidies that immediate rebate subsidy has a high marginal effect on decision to donate and donation amount. This study further explores heterogeneous treatment effects regarding user activeness and gender. The findings have important implications for both charitable organizations and application service provider as well as charitable solicitations through the mobile channel.