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Beneficiary photos on charity appeals are believed to engender prosocial behavior. This study explores photo framing of healthy and unhealthy beneficiary photos in the context of photo-rich online medical crowdfunding. Based on framing theory, emphasis framing effect (i.e. unhealthy photos only vs both healthy and unhealthy photos) and equivalency framing effect (i.e. healthy photos prior to unhealthy photos vs unhealthy photos prior to healthy photos) are identified.

A scenario-based experiment with 135 participants was used to empirically test the proposed research hypotheses. The subjects were randomly assigned to three treatment groups, with 45 subjects in each group. ANOVA, linear regression, and multiple mediation analysis were used to analysis data.

The results reveal that disclosing both healthy and unhealthy photos can elicit stronger sympathy and perceived need than merely disclosing unhealthy photos. Moreover, the order of unhealthy photos prior to healthy photos leads to a higher level of sympathy than the order of healthy photos prior to unhealthy photos. Furthermore, sympathy and perceived need are positively related to donation intention.

First, this study extends the photo-related research limited to certain characteristics of a single photo to the sequence effect of multiple photos. Second, this study contributes to framing theory by introducing photo framing, particularly the equivalence and emphasis framing effect of beneficiary photos. Finally, this study reveals the emotional and cognitive routes through which beneficiary photos stimulate prosocial behavior. It also offers practical guidance in the aspects of the framing effect of beneficiary photos for crowdfunding management.

Recently, short-form video apps, as a new form of social media, have attracted users and rapidly emerged by virtue of their personalized recommendation algorithms, interesting forms of live interaction, and diverse interactive functions, which may lead to excessive use. From the perspective of IT affordances, this study combines the cognitive-affective-behavioral model and perceived values theory to examine the formation mechanism of the excessive use of short-form video apps.

We surveyed a total of 351 users who have used Tiktok, a typical short-form video app, and used their questionnaires to test the research model.

Searching affordance has a positive impact on perceived information value and perceived entertainment value. Furthermore, meta-voicing, recommending, and livestreaming affordance have a positive impact on perceived information value, perceived entertainment value, and perceived social networking value, which also have a positive impact on negative affect anticipation. In addition, negative affect anticipation is significantly positively correlated with excessive use.

In terms of theory, this study introduces the theory of IT affordances and perceived values into the cognitive-affective-behavioral model, to the best of our knowledge, for the first time. Furthermore, it conducts situational research on the formation mechanism of excessive use of short-form video apps and makes up for the lack of studying of excessive use behavior from the perspective of technical factors.