| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 98 === Along with the fast growing of the Internet, people tend to spend more and more time sticking to the online virtual world. People rely on the Internet more deeply and have become part of the daily life as well. Hence, many interactions that happened in the real world also appear in the virtual environment. One of the most important behaviors of human interaction is helping behavior.
In this research, the researcher designs a product trail online activity that sponsor by Bunun foundation as an online helping environment in order to understand customers’ helping behavior. According to the research result, in the virtual environment, if we use money as the feedback, the higher pay will attract more people that are willing to offer help, but the helping quality is so-so. Although we can’t attract as many people as the higher pay case, instead, the people who provide to help usually show pretty good helping quality if we offer little money, gift or even nothing.
While asking people to make extra effort, provide money than gift as the feedback would attract people more willing to help others. Besides, if we ask people to provide their help again in the future, people show more willingness if they only have to provide less effort but can get higher pay back.
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