This paper studies the impact of different online charity feedback forms on user response. Starting from the user behavior, this paper studies the process and mechanism of the influence of feedback forms including the current behavior and the superior goal of behavior on user's subsequent behavior. The experimental results show that when feedback points to the current behavior, it will reduce the user's consistent behavior and increase the inconsistent behaviors such as choosing the hedonics. When the online charity feedback points to the superior goal of the behavior, the user's willingness to donate will be enhanced and more consistent behavior will be increased. This paper highlights the role of different feedback forms in corporate social responsibility and the importance to user behavior.
Liu, Xinyan and Zhang, Huitian, "Research on the Impact of Online Charity Feedback Forms on User Response" (2019). WHICEB 2019 Proceedings. 25.