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DOI :
Journal Korea Society of Visual Design Forum , Vol.46, No.0, 185 ~ 195, 2015
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| Title |
| Effects of Visual Framing of a Donation Campaign Webpage on the Internal Motivation for Giving |
| 김은지 Eun Jee Kim , 박영일 Young Il Park , 류한영 Han Young Ryoo |
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| abstract |
| The purpose of this study is to examine the effect of visual framing of a donation campaign webpage empirically. For this purpose, a survey was conducted to investigate how the visual framing of a webpage differently affected internal motivations for giving.
The findings showed that the visual framing effect existed in a donation campaign webpage and affected internal motivations for giving. The highest positive level of visual frame affected altruism, joy of giving and social obligation among internal motivations for giving, with the exception of religious belief. The lowest positive level of visual frame not only affected all types of internal motivations for giving but also had a stronger affection degree than the highest positive level of visual frame. In addition, the results showed that joy of giving was the most affected motivation regardless of the degree of frame.
This study confirmed the existence of the visual framing effect. The results of this paper might help designers design a more effectible donation campaign webpage. |
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| Key Words |
| 프레이밍 효과, 내적 기부동기, 웹페이지 디자인, framing effect, internal motivation for giving, webpage design |
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