University of Twente Student Theses
Embrace website's warmth and sociability : a mixed methods research investigating the influence of social cues on a charity website on users’ perceived website socialness, experience of hospitality, perceived trustworthiness and attitudinal loyalty
Snip, D. (2022) Embrace website's warmth and sociability : a mixed methods research investigating the influence of social cues on a charity website on users’ perceived website socialness, experience of hospitality, perceived trustworthiness and attitudinal loyalty.
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| Abstract: | Charity websites are becoming more important as traditional ways of receiving donations are more frequently replaced by websites to collect donations. Therefore, this research aims to investigate which social cues are important for charity websites and to examine the influence of social cues on users’ emotions and experiences (perceived website socialness, experience of hospitality, perceived trustworthiness) and behavioural intentions (monetary donation, revisit and positive word-of-mouth (WOM) intention). Two separate studies, a qualitative and a quantitative study, were conducted and specified to CliniClowns. This research found that warm photos are essential for charity websites as they positively impact users’ perceived website socialness and monetary donation intention. Moreover, this research demonstrated that an enhanced perceived website socialness stimulates users’ experience of hospitality and perceived trustworthiness which, in turn, both increase users’ monetary donation intention. However, other social cues such as colours, tone of writing, a chat function and a social role model were found to have less or no effect on charity websites. Therefore, this study indicates that not every expectation created by research conducted in online commercial contexts can be copied to non-commercial websites. |
| Item Type: | Essay (Master) |
| Clients: | CliniClowns De Nieuwe Zaak |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89815 |
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