Communicating With Nonprofit Publics In China: Applying the RISP Model to Prosocial Intentions

Abstract

ABSTRACTThis study applied the Risk Information Seeking and Processing (RISP) model to social risk information seeking and processing on social media and prosocial behavioral intentions. Survey data were collected among Chinese college students. Structural Equation Modeling revealed that the model can be successfully applied to social risk information seeking and processing on social media. Students who exhibit high tendencies for systematic information processing and for the interdependent self-construal are more likely to engage in prosocial activities. NPOs are suggested to target young adults with high inter-dependent self-construals, and to craft compelling messages on social media.