...Chuang Wei; Zhaoji Yu; Yongli Li 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 paper follows a quantitative research approach. An online survey was distributed to collect data from individuals who had experienced charitable crowdfunding. In total, 205 valid responses were received and analyzed. Findings First, this study finds that individuals’ empathy and the perceived...

...‐reference”, can indirectly influence readers’ intention through empathy and attitude. In particular, “perceived aesthetics” had the strongest direct effect on attitude and total effect on intention. Nevertheless, the control variables, age, gender, and frequency of searching for information about travel...