• Title, Summary, Keyword: 기부동기

Search Result 20, Processing Time 0.131 seconds

Mediating Effect of Donation Motivation between Self-esteem and Donation Attitude of Adolescents (청소년의 자아존중감과 기부태도 사이에서 기부동기의 매개효과)

  • Lee, Chang-Seek;Jang, Ha-Young
    • Journal of Digital Convergence
    • /
    • v.16 no.6
    • /
    • pp.19-25
    • /
    • 2018
  • The purpose of this study was to investigate mediating effect of donation motivation between self-esteem and donation attitude of adolescents. For this purpose, 879 adolescents were surveyed in 4 cities and counties in the northwestern part of Chungcheongnamdo. This research was carried out by T-test and ANOVA to identify the difference of donation attitude according to general characteristics and by correlation analysis of main variables. Also hierarchical regression analysis was performed to identify the mediating effect and it was verified by Sobel test. The main results are as follows. First, donation attitudes differed according to gender, school level, and religion. Second, correlation analysis revealed a positive correlation between self-esteem, donation motivation and donation attitude. Third, regression analysis showed that both intrinsic donation motivation and external donation motivation were partially mediated between self-esteem and donation attitude. Finally, policies to increase donation attitude and donation behavior were discussed.

The Effects of Sense of Community and Trust in Charitable Organization on Donation Motive and Attitude of Adolescents (청소년의 공동체의식과 기부기관신뢰가 기부동기와 기부태도에 미치는 영향)

  • Lee, Chang-Seek;Jang, Ha-Young
    • Journal of Digital Convergence
    • /
    • v.15 no.4
    • /
    • pp.83-89
    • /
    • 2017
  • The purpose of this study was to investigate the effects of a sense of community and trust in charitable organization on donation motive and attitude. For this study, 901 adolescents were surveyed in four areas of Chungnam province. And data analysis was performed by frequency analysis, T-test, ANOVA, correlation analysis, and structural equation modeling. The major results were as follow. First, it was found out that donation attitude was higher in female adolescents than male adolescents, and in high school students than middle school students. Second, there were positively significant correlation among a sense of community, trust in charitable organization, donation motive, and donation attitude. Third, as a result of SEM, donation motive was fully mediated between trust in charitable organization and donation attitude as well as between a sense of community and donation attitude. Lastly, the limitations of this study and policy implication for the activation of donation were presented.

A Study on the Donations and Related Variables of Adolescents (청소년의 기부와 관련 변인 연구)

  • Lee, Chang Seek;Song, Kuk Beom
    • Journal of Digital Convergence
    • /
    • v.11 no.12
    • /
    • pp.725-734
    • /
    • 2013
  • This paper aimed to verify the current status of adolescents' donations and predictors influencing their donation behaviors. First, the result revealed that adolescents' donations were higher in the order of time, material, and talent donation. Second, donation motives, attitude towards donation, self-esteem, a sense of community, and trust in charitable organization were positively correlated. Third, the predictors of material donation behaviors of adolescents were gender, age, extrinsic motives, attitude towards donation, sense of community, and trust in charitable organization. And the predictors of time donation behaviors were gender and sense of community, and those of talent donation were age, intrinsic motives and sense of community. The strategies for the activation of adolescents' donations were suggested.

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
    • /
    • v.33 no.3
    • /
    • pp.1-19
    • /
    • 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.

  • PDF

The study on the Consumer's Motivation of Charity Impulse in Non-profit Organization-Based on Self-Determination Theory (비영리단체의 자선충동 동기에 관한 연구 - 자기결정성 이론을 중심으로-)

  • Ock, jung-won;Pia, ji-hua
    • Proceedings of the Korea Contents Association Conference
    • /
    • /
    • pp.354-361
    • /
    • 2009
  • It is a tentative study on the influence of the consumers' motivation of charity impulse on their loyalty who donate to non-profit organizations. Based on the self-determination theory, this thesis paper analyzed the motivation of charity impulse on non-profit organizations which is the main factor influencing the donation loyalty with consumer-nonprofit identification as parametric variables.

  • PDF

Factors Influencing Communicative Action on Donation Behavior: Based on the Extended Situational Theory of Problem Solving (기부행위에 대한 커뮤니케이션 행동의 영향요인 연구: 문제해결 상황이론의 확장을 토대로)

  • Park, Narim;Sung, Dong-Kyoo
    • The Journal of the Korea Contents Association
    • /
    • v.17 no.3
    • /
    • pp.238-252
    • /
    • 2017
  • In the digital media environment, individuals' information behavior about donation has been more interactive than ever. This study tried to figure out which factors impact communicative actions, based on the situational theory of problem solving(STOPS) in the donation situation for children with a rare incurable disease. This study tried to figure out the instrumental role of communicative action in donation situation. The findings from the survey(N=524) revealed that problem recognition and involvement recognition have a positive influence on a situational motivation, while constraint recognition had a negative influence. A referent criterion and a situational motivation have a positive influence on communicative actions. Also, a perceived moral obligation and a anticipated guilt have additional explanation of situational motivation for children with a rare incurable disease.

An Analysis of the Participation Characteristics of Beauty Talented Volunteers (미용재능기부자의 참여활동속성에 대한 분석)

  • Yoon, Jin-Suk;Lee, Jae-Ha
    • Journal of the Korea Convergence Society
    • /
    • v.8 no.10
    • /
    • pp.311-321
    • /
    • 2017
  • In recent years, awareness of talent donation has been increasing as a way to lead a happy life with others. The purpose of this study is to investigate participation characteristics such as participation difficulties, participation period, service target, participation field, participation style, participation motive of beauty talented volunteers. This survey responded to 701 beauty talent volunteers. Participation difficulties included lack of skills and capability, lack of social awareness, and lack of spare time. Participation characteristics varied according to gender, age, education, occupation, monthly income, etc. Based on the results of these researches, the suggestions for activation for donating beauty talents were presented.

A Study of Development and Effects of Visual Novel Game for Promoting User's Donation Intention (사용자의 기부 의도 증진을 위한 비주얼 노벨 게임 개발 및 효과 검증)

  • Kim, Min-Jung;Yi, Hangaram;Oh, Gyu-Hwan
    • Journal of Korea Game Society
    • /
    • v.19 no.5
    • /
    • pp.151-164
    • /
    • 2019
  • In this study, we developed a visual novel game as one of the donation campaign strategies. In study 1, we developed a visual novel game for the elderly who live alone. In study 2, we also examine how game affects personal distress and empathic concern, the emotions that trigger help behavior. The results showed that game can promote both emotions effectively. Moreover, empathic concern completely mediated between game and donation intention. This result suggests that visual novel games can be an effective tool for stimulating user's altruistic motivation to do donation behavior.

The study on the Consumer's Motivation of Charity Impulse in Non-profit Organization-Based on Self-Determination Theory (비영리단체의 자선충동 동기에 관한 연구 -자기결정성 이론을 중심으로-)

  • Ock, Jung-Won;Lee, Jong-Ho;Pia, Ji-Hua
    • The Journal of the Korea Contents Association
    • /
    • v.9 no.11
    • /
    • pp.348-362
    • /
    • 2009
  • It is a tentative study on the influence of the consumers' motivation of charity impulse on their loyalty who donate to non-profit organizations. Based on the self-determination theory, this thesis paper analyzed the motivation of charity impulse on non-profit organizations which is the main factor influencing the donation loyalty with consumer-nonprofit identification as parametric variables. According to this study, it seems that the charity impulse caused by the concepts of autonomy of the self-determination theory has negative influence on consumer-nonprofit identification, donation loyalty. But relation-competence has positive influence to nonprofit organizations. Considering without any studies on donators' motivation of charity impulse from the aspect of psychology to non-profit organizations, as the very initial exploratory study, this study is conducted to analyze the possible factors to influence customers' motivation of chanty impulse on the basis of the self-determination theory so that it has a vital significance, which can furnish fundamental data to charitable organizations to carry out effective marketing strategies to guarantee the source of the money collection.

The Effects of Regulatory Focus and Donees' Facial Expression on Intention of Doing a Charitable Deed (기부자의 조절초점과 기부수혜자의 표정제시방식이 기부의도에 미치는영향)

  • Park, Kikyoung;O, Min-Jeong;park, jong chul
    • (The) Korean Journal of Advertising
    • /
    • v.28 no.2
    • /
    • pp.7-25
    • /
    • 2017
  • The previous studies regarding prosocial behavior have been researched based on donors' personal traits and the effects of donees emotions. However, studies in identifying the effects of regulatory focus as motivational traits and the emotions resulting from donees' expression on prosocial behaviors have not been researched as much thoroughly. Specifically, consumers with prevention-focus perceive fit as the goal attainability process by avoiding negative factors. Thus, it is expected that the intentions of doing a charitable deed greater will more increase when the donees look sad than when they look happy. On the other hand, consumers with promotion-focus perceive fit as the consequential benefits of goal attainability when they are in the condition of a positive emotion. As a result, the intention of doing a charitable deed is expected to be increased greater when the donees have happier faces than sad faces. According to the experimental results, consumers with prevention focus more intended to do a charitable deed when the donees' expression was presented with a sad expression by mediating sadness. On the contrary, consumers with promotion focus show higher intention of doing a charitable deed when the donees looked happier by mediating happy feelings. This study has a theoretical meaningfulness in respect to expanding previous research concerning regulatory focus into donation contexts. Furthermore, this study has practical implications by presenting the donation strategies on information presentations of donees.