Elisa Ekaputri (2019) Pengaruh Temporal Distance Dan Daya Tarik Emosional Pada Iklan Amal Terhadap Empati, Perceived Credibility, Dan Niat Berdonasi Dengan Variabel Moderasi Altruism. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

This study examined the differences of using temporal distance and emotional appeals toward empathy, charitable organization perceived credibility, and intention to donate. Statistical equation in this study was done using MANOVA test, which was then continued with a structural equation modelling (SEM) test using SmartPLS 3.2.8 software. This study used 2 (far temporal distance vs near temporal distance) x 2 (pride emotional appeals vs compassion emotional appeals) factorial design with data collected from 160 undergraduate student participants. Measured variables of empathy (5 indicators), perceived credibility (5 indicators), altruism (6 indicators), and intention to donate (5 indicators) were each measured with 5-point Likert scale. In the main effect of the study, it was found that the usage of different temporal distance had different effect on empathy but not on perceived credibility. The usage of different emotional appeals was found to have a different effect on empathy but not on perceived credibility. It was also found that the interaction between temporal distance and perceived credibility had different effect on empathy but not on perceived credibility. Moreover, this study had proven that empathy and perceived credibility positively affect intention to donate. In addition, altruism moderated the correlation between empathy and intention to donate but not the correlation between perceived credibility and intention to donate.

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