Personal Biography as Brand Story of Charity Organization: Narrative Persuasion and Moral Emotion

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-03-02 DOI:10.7903/ijecs.2058

Tsai Chen, Ya-Hui Hsu, Hsiang-Ming Lee, Tsu-Yeh Fan

引用次数: 0

Abstract

Many charity organizations were founded by or in memory of great personalities. In story marketing research, however, the larger than life stories of founders used as the brand stories of charity organizations were seldom addressed. This study filled this research gap. Based on narrative transportation and moral emotion research traditions, this study investigates the narrative persuasive effect of personal biography as brand story on the mediating role of compassion, the negatively valenced and other-directed moral emotion, and subsequent altruistic intentions of viewers. The results showed that narrative transportation was positively related to compassion, compassion was positively related to charitable message attitude, and both were positively related to donation and message forwarding intentions. Need for affect is a trait that was correlated with both transportation and compassion.

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个人传记作为慈善组织的品牌故事:叙事说服与道德情感

许多慈善组织都是由伟大人物创立或为纪念他们而成立的。然而，在故事营销研究中，作为慈善组织品牌故事的创始人的传奇故事很少被提及。这项研究填补了这一研究空白。基于叙事运输和道德情感研究传统，本研究考察了个人传记作为品牌故事对同情、负价和其他定向道德情感以及观众随后的利他主义意图的中介作用的叙事说服作用。结果表明，叙事运输与同情心呈正相关，同情心与慈善信息态度呈正相关，两者均与捐赠和信息转发意愿呈正相关。情感需求是一种与运输和同情心相关的特质。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.