Experimental dataset on the influence of the level of information explanation on monthly donation intentions on charity webpages

This research dataset is derived from a behavioral study of an offline eye movement experiment and three online situational experiments, with online data collected through the Credamo online experimental platform. All four studies focused on the impact of the level of information interpretation in online donations on individual donation intentions, using standardized experimental procedures and consistent core measurement indicators. All participants participated with informed consent and the experiment has passed ethical review. Study 1 was conducted using a Tobii TX300 eye tracker with a sampling frequency of 300Hz, a display resolution of 1920 × 1080, and a refresh rate of 60Hz. The experimental software version used was Tobii Studio 3.2.0.135. During the experiment, 7 AOIs were divided, and eye movement data indicators for each AOI were collected as follows: First Fixation Duration, which represents the length of time the subject spends fixating in the area of interest after the first fixation behavior occurs. This can be used to test whether the subject's fixation behavior is influenced by the order in which the area of interest is presented. The main variables of Study 2-4 are donation intention and project urgency, both scored using an 8-point Likert scale. The above data is stored in SPSS (. sav) format.