Persuasion in prosocial domains: Explaining the persuasive affordances of volunteering websites

Peter Slattery, Patrick Finnegan, Richard Vidgen, Lesley Land

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

2 Citations (Scopus)


As technology becomes increasingly pervasive and invasive, it increasingly facilitates and instigates behaviour. Prosocial behaviours, such as volunteering, activism and philanthropy, are activities that are considered to be particularly beneficial to others. Prosocial behaviours are important within IS as: (i) they are encouraged by IS stakeholders including volunteering organisations and charities, and; (ii) they contribute to tackling social issues. However, while information technology is poised to become increasingly important for facilitating prosocial behaviour, little is known about how digital artefacts can encourage it. To address this research gap, this study seeks to explain how website features persuade in prosocial online contexts. The study uses the Repertory Grid Technique (RGT) to examine individuals' experiences of persuasion on live volunteering websites. The analysis reveals that ease of use, trust, and creating positive emotion are important factors in persuading users to volunteer.

Original languageEnglish
Title of host publicationECIS 2014 Proceedings - 22nd European Conference on Information Systems
EditorsMichel Avital, Jan Marco Leimeister, Ulrike Schultze
Place of PublicationAtlanta Georgia USA
PublisherAssociation for Information Systems
Number of pages12
ISBN (Print)9780991556700
Publication statusPublished - 2014
Externally publishedYes
EventEuropean Conference on Information Systems 2014 - Tel Aviv, Israel
Duration: 9 Jun 201411 Jun 2014
Conference number: 22nd (Conference Proceedings)


ConferenceEuropean Conference on Information Systems 2014
Abbreviated titleECIS 2014
CityTel Aviv
Internet address


  • Behaviour change
  • Persuasion
  • Prosocial behaviour
  • Volunteering

Cite this