Immersive Virtual Reality: Across Generations Analysis of Attitude and Behavioural Donation Intention

Abstract

The aim of this research is to compare the attitudes and behavioural donation intentions of digital natives and digital immigrants towards homelessness, as part of a social marketing campaign using immersive virtual reality, while examining the moderating role of religiosity. Data were collected using a face-to-face questionnaire administered to 187 respondents. The results indicate that digital natives exposed to immersive virtual reality have significantly higher attitudes towards homelessness than digital immigrants. However, no statistically significant difference was observed between the two groups exposed to immersive virtual reality in terms of behavioural donation intention. Furthermore, attitudes towards homelessness have a positive influence on behavioural donation intention, and this relationship is moderated by the level of religiosity. Finally, results reveal that a significant indirect effect of generation type (digital natives vs. digital immigrants) on behavioral donation intention via attitude is only observed for individuals with a high level of religiosity.