• Journal of Digital Convergence
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• v.19 no.6
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• pp.91-101
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• 2021

As many CSR activities grow steadily, how charitable giving messages affect donation attitude is received attention. In the current research, temporal orientation and donation recipients is presented an effective variables to judge a organization activities. This article based on CLT theory, we establish the experimental condition focused on interaction effects between two variables: time orientation in charitable activities outcomes(near future: a week vs. far future: a year); and based on the recognizability of recipients(a individual child vs. collective group). Result from study, charitable activities outcomes generated in near future orientation(far future orientation) increase donation attitude and affective when messages are used in a specific(general group) context. Furthermore, empathy of CSR organization is a mediator on donation attitude and affective. We expect that these findings have important implication for charitable giving strategy.