The effects of donation button design on aid agency transactional trust

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-05-01 DOI:10.1002/NVSM.412

C. Burt, S. Gibbons

引用次数: 20

Abstract

The effects of web page donation link (donation button) design on aid agency transactional trust was examined in a survey and in two experiments. Experiment 1 compared three donation button designs, which were developed on the basis of study 1, which was a survey of 559 charity websites, and found no significant effects on rated transactional trust. Experiment 2 attempted to manipulate transactional uncertainty through donation button design by incorporating crisis/need and aid agency response photographs. These button design manipulations significantly increased rated transactional trust. In both experiments, transactional trust ratings were significantly correlated with donation compliance ratings. These results suggest that transactional trust can be enhanced through the considered design of the donation button, and increasing transactional trust in this manner may result in more online donations. Copyright © 2011 John Wiley & Sons, Ltd.

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捐赠按钮设计对援助机构交易信任的影响

通过问卷调查和两个实验考察了网页捐赠链接(捐赠按钮)设计对援助机构交易信任的影响。实验1比较了研究1对559个慈善网站调查的基础上开发的三种捐赠按钮设计，发现对评级交易信任没有显著影响。实验2试图通过结合危机/需求和援助机构反应照片，通过捐赠按钮设计来操纵交易的不确定性。这些按钮设计操作显著提高了交易信任评级。在两个实验中，交易信任评级与捐赠遵守评级显著相关。这些结果表明，通过捐赠按钮的设计可以增强交易信任，通过这种方式增加交易信任可能会导致更多的在线捐赠。版权所有©2011 John Wiley & Sons, Ltd

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 Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.