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The Effect of Donations Feedback and Donation Awareness to Donation Continuity Intention

기부금 사용 내역 피드백과 기부인식이 기부지속에 미치는 영향

  • Suh, Munshik (Pusan National University Department of Business Administration) ;
  • Oh, Daeyang (Pusan National University Department of Business Administration)
  • Received : 2017.12.04
  • Accepted : 2018.03.20
  • Published : 2018.03.28

Abstract

The purpose of this study was to examine the effect of donation expenditure details and the shift in awareness as a result of disclosure of donation expenditure details in order to promote constant donation by nonprofit organizations in the course of marketing activities. The first experiment was configured through $2{\times}2$ intergroup element design based on 2(feedback on donation expenditure details: available vs. unavailable) ${\times}$ 2(donation awareness: expenditure vs. exchange), and furthermore, MANOVA was performed. The results showed that the satisfaction with donation was higher when the donation expenditure details were disclosed(M=5.125, SD=0.437) and that the relation maintenance intention was higher(p<0.01) when the donation expenditure details were disclosed M=5.328, SD=0.459). In addition, the main effect was validated by using the bootstrapping method. The results of overall model validation showed that satisfaction & trust(=0.843, p<0.01) and satisfaction(=0.267, p<0.01) and trust(=0.691, p<0.01) had a positive(+) relationship. Based on aforesaid results, donors are expected to have greater trust if nonprofit organizations make effort to ensure transparent and detailed disclosure of information on expenditure of donations made by donors. Succeeding studies would need to investigate the effect that might vary depending on the type of feedback methods, etc.

Keywords

Nonprofit marketing;Relationship continuity;Feedback;Donation perception;Donation satisfaction

Acknowledgement

Supported by : Pusan National University

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