• Title/Summary/Keyword: 개인기부자

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The Influence of Donors' Satisfaction on Donation Intention - Mediating Effect of Institutional Trust - (기부자의 기부만족이 기부의도에 미치는 영향 기관신뢰의 매개효과를 중심으로)

  • Choi, Hyung-Im
    • The Journal of the Korea Contents Association
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    • v.21 no.2
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    • pp.206-214
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    • 2021
  • The purpose of this study is to verify whether there is a mediating effect of institutional trust in the relationship between donors' satisfaction and donation intention. The ultimate aim is to improve donors' satisfaction and the donation sustainability of individual donors. In order to achieve the purpose, a survey was conducted focusing on individual donors of social welfare institutions in daegu metropolitan city and gyeongsangbuk-do of 374 people were finally used for analysis. As a result of the analysis, it was found that donors' satisfaction had a significant effect on donation intention. In addition, the institutional trust had a statistically significant mediating effect on the relationship between donors' satisfaction and donation intention. Based on these findings, practical suggestion were discussed to improve donors' satisfaction and the donation sustainability of individual donors for stable operation of social welfare institutions.

A Study of the Elements Effecting on Individual Donators' Relationship Quality and Donation Will (개인기부자들의 관계의 질과 기부의도에 영향을 미치는 요인 연구)

  • Kim, Jun-Whai
    • Journal of Digital Convergence
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    • v.10 no.7
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    • pp.129-139
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    • 2012
  • This research, as a study on individual donators' relationship durability with donated organizations, is carried out with the variables of individual donators' empirical satisfaction, sense of unity, familiarity, relationship quality, donation will, and loyalty. This research, based on the interrelationship among the variables effecting on donation activities, makes a relationship durability will model between donators and donated organizations through the examination of the existing studies on donation activities, and suggests the marketing points to increase the relationship of non-profit organizations based on the model. This paper examined 242 material or time donators for non-profit organizations in Seoul and Kyeonggi-Do province and proved 11 hyperses. The result shows that the donation will and loyalty for donated organizations are influenced by the relationship quality. In addition, the relationship quality of reliability and immersion seems to be influenced by the empirical satisfaction and the familiarity with donated organizations. Therefore, donated organizations need to make efforts to increase the donators' satisfaction, and to increase the familiarity between donators and donated organizations. In other words, they should increase donators' satisfaction with active promotions and they should do marketing activities to increase donators' familiarity.

Effect of Private Donors' Emotional or Demonstrable Utility on their Mental Health: Focusing on Mediation Effect of Self-Acceptance and Moderation Effect of the Gratitude for their lives (개인기부자들의 정서적, 가시적 효용감이 정신적 웰빙에 미치는 영향 : 자기수용의 매개효과와 삶에 대한 감사의 조절효과를 중심으로)

  • Lee, Won-June
    • The Journal of the Korea Contents Association
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    • v.16 no.11
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    • pp.166-178
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    • 2016
  • The study aims at verifying the effects of private donors' emotional or demonstrable utility on their mental health with the mediation effect of self-acceptance and the moderation effect of the gratitude for their lives. As a result of causal analysis of the variables by structural equation models, the notable findings are as follows: First, among the group of private donors with increased gratitude for their lives through sponsorship, while emotional utility from donative activity has a positive effect on donor's mental health, demonstrable utility does not have it. The indirect effect of self-acceptance is proved between emotional or demonstrable utilities and mental health. Second, among the donors without increased the gratitude, emotional utility has direct effect on donor's metal health but demonstrable utility does not affect the metal health. While the self-acceptance shows a full mediation effect between demonstrable utility and mental health, emotional utility has no mediation effect. In conclusion, the moderating effect of the gratitude for their lives is empirically proved and the donors who their gratitude for life has increased due to donative activity show better metal health, self-acceptance level, higher emotional and demonstrable utility, therefore, the gratitude for life is a key for metal health through donation.

Effect of Image, Trust and Responsiveness of Social Welfare Organizations on Continuing Sponsorship of Private Donors: Focusing on Mediation Effect of Organizational Identification and Moderation Effect of their Financial Status (사회복지조직에 대한 이미지, 신뢰성, 반응성이 개인 기부자의 후원지속성에 미치는 영향: 조직동일시의 매개효과와 경제형편의 조절효과를 중심으로)

  • Lee, Won-June
    • The Journal of the Korea Contents Association
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    • v.15 no.8
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    • pp.258-270
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    • 2015
  • The study aims at verifying the effect of the image, trust and responsiveness to social welfare organizations on continuing the sponsorship of private donors, the mediating effect of the organizational identification and the moderating effect of their financial status. As a result of causal analysis of the variables by structural equation models, regardless of donors' financial status, social welfare organizations' image, trust and responsiveness has no direct effect on continuing the sponsorship. Among the donors in relatively good financial status, social welfare organizations' image, trust and responsiveness positively have direct effects on organizational identification, which has a direct effect on continuing the sponsorship. That is, the image, trust and responsiveness influence the continuity of the sponsorship through the full mediating effect of organizational identification. On the other hand, among relatively poor donors, only the organizations' image and trust positively influence the organizational identification, The direct and indirect effects on the continuity of the sponsorship are different according to the private donors' financial status, which means that the moderating effect of the donors' financial status is proved. The result of latent mean analysis regarding 5 main latent variables according to the private donors' financial status, shows the significant difference in the continuity of sponsorship only(Mean= .197, Cohen's D=.779). By emphasizing that Organizational identification is a critical factor in terms of enhancing the continuity of sponsorship, some practical implications are discussed based on the study's findings.

A Study on the Effect of Donors' Utility on Their Intention for Donation Continuity Focusing on Private Contribution to Social Welfare Organizations (사회복지기관 개인기부자들의 기부효용감이 기부지속의도에 미치는 영향 -기관신뢰감과 자기수용감의 매개효과와 경제수준의 조절효과를 중심으로-)

  • Lee, Wonjune
    • Korean Journal of Social Welfare
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    • v.66 no.1
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    • pp.333-361
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    • 2014
  • By viewing donors for social welfare organization as both givers and beneficiaries, this study aims to address the correlations between the continuity of donors' contributions and enhanced sense of satisfaction as a consequence of participating in donation activities. The predominant concern of this study centers on: (1) the direct effects of individuals' emotional utility, demonstrable utility, trust toward donee organization, self acceptance on the continuation of their donation; (2) the direct effects of individuals' emotional utility, demonstrable utility, trust toward donee organizations on individuals' self-acceptance; (3) the direct effects of individuals' emotional utility, demonstrable utility on their trust toward a donee organization; (4) the indirect effects of individuals' self acceptance on two paths i.e. emotional utility${\rightarrow}$trust${\rightarrow}$self acceptance, and demonstrable utility${\rightarrow}$trust${\rightarrow}$self acceptance; (5) the indirect effects of individuals' individuals' trust toward donee organization on self acceptance on four paths i.e. emotional utility${\rightarrow}$trust${\rightarrow}$continuity of donation; demonstrable utility${\rightarrow}$trust${\rightarrow}$continuity of donation; emotional utility${\rightarrow}$trust${\rightarrow}$self-acceptance, and demonstrable utility${\rightarrow}$trust${\rightarrow}$self-acceptance; (6) the moderating effects of 'financial status' on the causal relationships in the prescribed structural equation model(SEM). In order to verify the moderating effect of 'financial status', multi-group analysis between each of the two groups were conducted. Research is based on a survey among 1116 donors who had made charitable, monetary contributions to social welfare organizations in Daegu and Kyungpook province. Data was collected from 29 organizations. In order to address the research questions, structural equation were employed. A variety of tests are conducted(metric invariance, critical ratio for difference, structural invariance, multi-group analysis, bias-corrected boot-strapping, latent mean analysis including Cohen's effect test).

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The Scale Development of Consumer's Charity Impulse : Focusing on Donation Behavior toward Non-profit Organization (소비자의 자선적 충동에 관한 측정도구의 개발 - 비영리단체에 대한 기부행위를 중심으로 -)

  • Ock, Jung-Won;Seo, Hae-Jin
    • Management & Information Systems Review
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    • v.33 no.3
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    • pp.1-19
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    • 2014
  • Main research question of this study is based on situational gap between donation motivation and behaviour in non-profit organization. However, researches investigating the gap were limited. Therefore, this study examined components of psychological variables. Specially, we proposed the variables about consumer's impulsive motivation or behavior on impulse literature in donation toward non-profit organization. This study conducted a scale development to measure consumer's charity donation impulse based on non-conscious viewpoint. For the development of measurement tool for charity donation impulse, we conducted two stages of research process. First, the measurement items of charity donation impulse were developed through FGI and in-depth interview on experts. Secondly, the factor analysis was performed, and then some items were eliminated through this analysis. As a result, we found the final scale with 26 items, which were named as evaluation sensitivity charity impulse, reward sensitivity charity impulse, functional impulse, non-planning charity impulse. These results showed that the measurement items developed in this study were confirmed to be useful tools for measuring charity donation impulse.

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