The Influence of Photo Styles on Charity Website Donation: An Eye-Tracking Study
DS 130: Proceedings of NordDesign 2024, Reykjavik, Iceland, 12th - 14th August 2024
Year: 2024
Editor: Malmqvist, J.; Candi, M.; Saemundsson, R. J.; Bystrom, F. and Isaksson, O.
Author: Yao, Cheng-Yi; Kuo, Jo-Yu
Series: NordDESIGN
Institution: Department of Industrial Design, National Taipei University of Technology, Taiwan
Page(s): 673-682
DOI number: 10.35199/NORDDESIGN2024.72
ISBN: 978-1-912254-21-7
Abstract
Prosthetics and orthotic devices play a pivotal role in pets and stray animals. Even when owners or organizations lack funds for assistance, they can use charity websites as platforms for fundraising. Through the eye-tracking technology, our study engaged 35 participants to explore how photo style influences donation behavior. Notably, consumers exhibited prolonged engagement with featuring prosthetic imagery. These offer strategic guidance for enhancing the efficacy of visual content in online charitable initiatives, thereby shaping advancements in marketing and fundraising design strategies.
Keywords: Human Behaviour, Design Evaluation, User Experience, Charity Websites, Eye-Tracking