Abstract

This study advances our understanding of user behavior in online donation contexts by introducing a two-stage decision model that captures the sequential essence of engagement on charitable crowdfunding platforms. Unlike traditional models that treat donation as a monolithic choice, our framework distinguishes between the initial click decision (information acquisition) and the subsequent donation decision (action commitment), with each influenced by different persuasive mechanisms. Drawing on the elaboration likelihood model, we theorize and empirically demonstrate that emotional appeals in campaign title text activate peripheral processing and empathy, driving initial engagement, while rational appeals in detailed content text elicit central processing, thereby increasing perceived need, responsibility, and efficacy to motivate donations. To achieve scientific rigor and realism, we validate our model through a multi-method research design comprising two scenario-based experiments (N1 = 436, N2 = 450), an incentive-compatible behavioral experiment (N3 = 273), and field data analysis (N4 = 15,537). Our triangulated findings offer theoretical insights into stage-specific mechanisms of persuasive text design in digital prosocial behavior and provide actionable guidance for platform designers and fundraisers seeking to optimize engagement and conversion on donation platforms.

DOI

10.17705/1jais.01001

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