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Three Research Essays On The Effects Of Charity Website Design On Online Donations, Dong-Heon Austin Kwak
Three Research Essays On The Effects Of Charity Website Design On Online Donations, Dong-Heon Austin Kwak
Theses and Dissertations
This dissertation, which comprises three essays, examines the effects of charity website characteristics on people's attitudes and online donation behaviors based on the elaboration likelihood model of persuasion (Essay 1), the halo effect (Essay 2), and self-schema, congruity, and visual rhetoric (Essay 3).
Essay 1: The Elaborating Role of Personal Involvement with Charity Giving and Helper's High on the Effects of Website Quality: Multiple Roles of Variables
Although the Elaboration Likelihood Model (ELM) has been utilized for decades, researchers have not leveraged its full capabilities and richness in understanding the multiple roles postulate and employing the central and peripheral routes …