The purpose of this research is to determine different donation intention by the benefits of smart donation contents and consumer knowledge. First of all, benefits of smart donation contents are individual values and benefits perceived in the use of s...
The purpose of this research is to determine different donation intention by the benefits of smart donation contents and consumer knowledge. First of all, benefits of smart donation contents are individual values and benefits perceived in the use of smart donation contents, which can be divided into functional benefits and psychological benefits. Consumer knowledge, also a consumer feature, can be divided into consumer knowledge of donation participation and consumer knowledge of smart device utilization. The former refers to the degree of information about the method of donation participation and the degree of experience and familiarity with donation participation; the latter provides information about the method, experience, and familiarity with smart device utilization.
In this research, we identified the relationship between functional/psychological benefits and donation intention, and also the moderator effect of consumer knowledge of donation participation and consumer knowledge of smart device utilization relatively.
We examined how the donation intention of benefits of smart donation contents differs from the consumer knowledge of donation participation. Specifically, we expected that there is no difference between donation intentions affected by both functional benefits and psychological benefits of smart donation contents when the consumer knowledge of donation participation is high, but when it is low; donation intention affected by psychological benefits will be greater than the one affected by functional benefits. In terms of consumer knowledge of smart device utilization, there is no difference between donation intentions affected by both functional benefits and psychological benefits when the consumer knowledge of smart device utilization is high, and when it is low, functional benefits have greater influence on donation intention than psychological benefits do.
We conducted a pretest to select the subject of the experiment about the benefits of smart donation contents. We selected two stimulants empathized functional benefits and two empathized psychological benefits and then, by survey, compared the perception of consumer’s functional benefits and psychological benefits between functional benefit stimulants and finally selected the stimulant, which gives higher functional benefits as the subject of the experiment about functional benefits of smart donation contents. Similarly, we finally selected the stimulant, which gives higher psychological benefits by the measure of the perception of consumer’s functional benefits and psychological benefits between psychological benefit stimulants. The subjects selected by this process were used in this research.
Study 1 was conducted to examine how donation intention is differentiated by types of benefits of smart donation contents and consumer knowledge of donation participation. We conducted 2 (benefits of smart donation contents: functional benefit/psychological benefit) X2 (consumer knowledge of donation participation: high/low) between subjects design. As the result, firstly, psychological benefits of smart donation contents have been shown more effective in increasing donation intention. Second, we find interaction effect between the benefits types of smart donation contents and consumer knowledge of donation participation on donation intention. Particularly, consumer who has low knowledge of donation participation has higher donation intention with psychological (vs. functional) benefits of smart donation contents. Thirdly, consumer who has high knowledge of donation participation has no significant difference on donation intention between benefits type of smart donation contents. And fourthly, we found the functional benefits more effective when consumer knowledge of donation participation is high (vs. low); and oppositely, psychological benefits were found more effective when consumers have lower knowledge of donation participation.
Study 2 was formed to identify how types of smart donation contents and consumer knowledge of smart device utilization differentiate donation intention. We conducted 2 (smart donation contents: functional benefits/psychological benefits) X2 (consumer knowledge of smart device utilization: high/ low) between subjects design. And as the result, firstly, there was no difference between donation intention affected by functional benefits and the one influenced by psychological benefits. Secondly, we did not find any difference of donation intention between the two types of benefits depending on consumer knowledge of smart device utilization (either high or low). Fourthly, functional benefits were found more effective when the consumer knowledge of smart device utilization is low, rather than high.
Conclusively, this research has the following theoretical and managerial implications. Differently from previous researches, this regarded smart donation contents as the object of marketing; also applied and studied ‘benefits’, one of many important marketing concepts, focusing on consumers who use smart donation contents. Theoretically, this study contributes to the academic development by exploring a new result. Besides, this research has released the necessity and direction for producing smart donation contents. In terms of managerial implications, it suggests specific strategy of production, promotion, and advertising for smart donation contents by segmenting consumers based on their knowledge of donation participation and smart device utilization.
We also found some limitations in this research as follow. Firstly, it cannot explain the mechanism between benefits of smart donation contents and donation intention. It is necessary to conduct further studies relevant to the paths through which benefits of smart donation contents influence donation intention. Secondly, experiment respondents could not approach the benefits of smart donation contents (experimental subject) directly. Thus, the result is expected to be intensified by making respondents actually use smart donation contents in the research hereafter. Thirdly, we neglected not only the difference of contexts between smart donation contents while manipulating the experimental subject, but also the control variables. Therefore, this research may face the compound results in which the benefits of smart donation contents and consumer knowledge are not the only included variables. Lastly, in the further research, it is necessary to study on more various control variables to filter the practically meaningful ones.
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