Abstract
Abstract The development by charities of online donation facilities has created a pressing need to understand better the emotions engendered by various forms of website design, and the effects of these emotions on donor behaviour. This empirical study developed and tested a model of the possible relationships between the atmospheric characteristics of charity websites and subsequent emotional, conative, and approach-avoidance responses, using a sample of 219 randomly selected members of the general public in central London. It emerged that certain atmospheric variables known to affect emotional reactions in “bricks and mortar” environments also exerted powerful influences on people in virtual surroundings. In addition, “telepresence” represented a major determinant of approach-avoidance and conative responses to specific genres of website.
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