Examining Social Risks and NPOs in China: Applying the RISP Model to Publics’ Prosocial Intentions

• In Event: Top Student Papers in Public Relations

Abstract

This study expands the application of the Risk Information Seeking and Processing (RISP) Model by examining how people search for and process information about social risks on social media in China. Using a survey methodology, this study extends public relations research about nonprofit organizations (NPOs) by testing arguments from the RISP Model in relation to Chinese publics’ information seeking and processing behaviors, as well as their intentions to volunteer and/or donate to an organization. Structural Equation Modeling was used to identify an extended fit model. Results suggest that people who exhibit high tendencies for information processing and for the interdependent self-construal are more likely to volunteer to or donate to NPOs. Theoretical and practical implications for public relations research and practice are discussed, specifically with regard to nonprofit communication.

Authors

• Anli Xiao, Pennsylvania State University

• Holly Ott, Pennsylvania State U

• Ruobing Li, Penn State University