Examining how perceptions of websites encourage prosocial behaviour

Organisations are increasingly reliant on information and communications technology (ICT) to encourage prosocial behaviour (i.e., volunteering, philanthropy and activism). However, little is known about how to use ICT to encourage prosocial behaviour. Given this research gap, the objective of this study is to outline and test a research model that assesses the role of specific perceptions of websites in encouraging prosocial behaviour. To do this, we review the literature to derive a theoretical model of relevant perceptions. We then test the extent to which this model can predict participants' volunteering and philanthropic behaviour subsequent to their usage of a website that encourages prosocial behaviour. The findings are expected to contribute by (i) giving insights into how perceptions of websites encourage prosocial behaviour, (ii) explaining the roles of negative and positive affect in ICT domains, and (iii) developing a "persuasiveness of website scale" to help IS researchers to measure this construct.