Purpose
Online charitable giving is prevalent, and how to attract individuals' attention to donate is essential for charities. Little is known about the interaction effect of empathy (donor) and vulnerability (receiver) on donate intention. To bridge this gap, this study aims to investigate whether the influence of empathy on charitable giving would be moderated by receivers' vulnerability, and if yes, what is the mechanism.
Design/methodology/approach
Five experiments were conducted in the context of charitable giving with 1,303 participants to test our hypotheses.
Findings
When empathetic individuals confronted high vulnerable receivers, they were less likely to donate; otherwise, they were more likely to donate when they confronted low vulnerable receivers, and this interaction effect was mediated by concern about self.
Originality/value
The present research identifies a novel moderator of the effect of empathy on charitable giving and elucidates the underlying mechanism of concern about self. Based on these findings, the authors provide actionable implications for charities by demonstrating the interaction effect of empathy and vulnerability on donate intention.
