Compliance-gaining in metaverse: A moderated parallel mediation model testing the interaction between legitimization of paltry favors technique and victim identification

Artificial intelligence and metaverse are gaining attention for revolutionizing the fundraising environment to overcome space, labor, and time shortages. However, the discussion on the use of virtual agents in the metaverse is still limited. To fill the gap, this study examined a moderated parallel mediation model, which tests the interaction between the legitimization of paltry favors (LPF) technique (i.e., “Even a penny will help.”) and victim identification (i.e., presenting personal information about an individual victim), and the mediating roles of self-image concern and guilt. Four metaverse environments were created in the fundraising context (standard message vs. LPF message × identified victim vs. unidentified victim), and an online survey was conducted with 644 American adults. The results revealed that the LPF message yielded a greater willingness to donate (WTD) than the standard message. The results also supported the mediating role of self-image concern in the relationship between the LPF message and WTD. However, guilt's mediating role was not supported. The results further revealed that victim identification moderated the direct relationship between the LPF message and WTD and the indirect relationship through self-image concern and guilt. The results provide suggestions for charitable organizations and virtual environment designers.