Explaining How Websites Are Used to Encourage Volunteering and Philanthropy

Abstract

To explain how websites are used to encourage volunteering and philanthropy. Chapter 1 explains (i) why encouraging prosocial behaviour (i.e., volunteering, philanthropy and activism) through Information and Communications Technology (ICT) is socially important and (ii) how a lack of relevant research is limiting the effectiveness of organisations at using websites (a form of ICT) to encourage prosocial behaviour: a research gap. It then discusses how this study helps to address this research gap by explaining how websites are used to encourage volunteering and philanthropy (two forms of prosocial behaviour). As using websites to encourage prosocial behaviour involves persuasion (i.e., changing individuals’ attitudes and behaviours), Chapter 2 uses two extensive literature searches to provide a foundation for understanding persuasion, which informs the later studies. Chapter 3 uses the repertory grid interview technique, and six live volunteering websites, to explain how and why websites lead to prosocial intention (to engage in volunteering). Chapter 4 uses the perceptions identified in Chapter 3 within a model and evaluates if this model can predict users' prosocial behaviour (i.e. volunteering and philanthropy) after using a prosocial website. (Chapter 2) A common frame of reference for IS on the concept of persuasion, explaining its definition, conceptualisation, and differentiation from related terms. (Chapter 3) A comprehensive explanation of how, through the roles of specific features, websites create specific perceptions, which, through specific motivational triggers, lead to prosocial intention (to engage in volunteering). (Chapter 4) A theoretical model showing how specific perceptions of website influence subsequent prosocial behaviour (i.e. volunteering and philanthropy). The research contributes (1) a comprehensive explanation of the concept of persuasion for future IS research to draw on where needed; (2) the first rich explanation of how ICT encourages prosocial behaviour through the interaction of specific features, perceptions, and motivational triggers, and (3) the first model that shows how specific perceptions of ICT influence prosocial behaviour. Collectively, the thesis contributes by providing a foundation for explaining how ICT encourages prosocial behaviour.