DOI QR코드

DOI QR Code

A Study on Adolescent Consumers' Donation Attitude and Donation Intention

청소년소비자의 기부태도 및 기부의도에 관한 연구

  • Ryu, Mihyun (Department of Consumer Information Science, Konkuk University)
  • Received : 2015.09.12
  • Accepted : 2015.11.30
  • Published : 2015.12.31

Abstract

The purpose of this study is to examine adolescent consumers' donation intention. To attain the goal, a survey was conducted to middle and high school students and undergraduates at the age of 25 or younger residing in Seoul and the capital area from June 1st to the 25th in 2015. A total of 450 questionnaire sheets were used for final analysis. This study investigated adolescent consumers' donation attitude and donation intention levels and also the effects of related variables on their donation intention with the mediation of their donation attitude. The implications of this study for consumer education and policy will be meaningfully used to increase their donation behavior afterwards. According to the major findings of this study, first, adolescent consumers' donation attitude was relatively positive, and their donation intention was relatively lower than their donation attitude. Second, comparing the total causal effects of variables on donation intention, interest in donation was found to the biggest, and the next were subjective norms, mother's participation in the donation experience (yes), personal citizenship, donation attitude, male students, the subjective level of financial status, face-saving behavior, and undergraduates in order.

Keywords

References

  1. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
  2. Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, 665-683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
  3. Ajzen, I. (2006). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved from the World Wide Web: http://www-unix.oit.umass.edu/-aizen, 1-13.
  4. Byun, A. G., Lee, J. E., & Lee, K. E. (2008). Charitable giving by the wealthy in Korea. Korean Nonprofit Review, 7(1), 137-167.
  5. Cha, D. P. (2012). The effects of a revised theory of planned behavior in predicting college students' donating intentions to charitable organizations. Journalism & Communication, 6(3), 233-255.
  6. Choi, H. K. (2014). A study on the Koreans' face awareness affecting contributive behaviors for social service organizations. Unpublished master's thesis. Soongsil University, Seoul, Korea.
  7. Choi, S. C., Kim, U. C., Hong, S. Y., Park, Y. S. & Yu, S. Y. (2000). The structure of authority, authoritarianism and chemyon in Korea: An indigenous analysis. Korean Journal of Psychology: Social Issues, 6(1), 69-84.
  8. Chun, K. H., Hong, Y. G., Yoon, M. A., & Song, I. S. (2014). Understanding and practice of ethical consumption. Seoul: Sigmapress.
  9. Chun, K. H., Song, I. S., Hong, Y. G., & Yoon, M. A. (2012). A study on changes in cognition and practice of undergraduate students after taking the course 'consumption and ethics'. Korean Journal of Human Ecology, 21(3), 505-526. https://doi.org/10.5934/KJHE.2012.21.3.505
  10. Dovidio, J. F. (1984). Helping behavior and altruism: An empirical and conceptual overview, In L. Berkowitz(Ed.), Advances in Experimental Social Psychology, 17, 361-427. https://doi.org/10.1016/S0065-2601(08)60123-9
  11. Eun, J. Y. (2002). Reflection effects of adolescents' volunteer services on citizenship. Unpublished doctoral dissertation. Seoul National University, Seoul, Korea.
  12. Glazer, A., & Konrad, K. A. (1996). A signaling explanation for charity. American Economic Review, 86, 1019-1028.
  13. Go, H. B., Kim, Y. S., Chang, D. M., & Lee, H. S. (2013). Act and awareness of charity among university students. Journal of Human Ecology, 17(2), 167-177.
  14. Ha, H. J. (2004). A study on the factors influencing individual donations in Korea. Unpublished master's thesis. Chongju University, Chongbuk, Korea.
  15. Hong, E. S., & Shin, H. Y. (2010a). A study on ethical consumption behaviors of college students: Classification and analysis according to the ethical consumption behaviors. Journal of Korean Living Science Association, 20(4), 801-817.
  16. Hong, E. S., & Shin, H. Y. (2010b). The ethical consumptions and related variables of the undergraduate. Journal of Korean Home Management Association, 28(5), 131-149.
  17. Hong, Y. G., & Song, I. S. (2010). A case study of ethical consumer in Korea. Journal of Consumption Culture, 13(2), 1-25.
  18. Hong, Y. G., Song, I. S., & Choi, H. K. (2011). A study on the consciousness and practice of undergraduates' ethical consumption. Journal of Domestic Science, 31(1), 114-128.
  19. Huh, K. O., Kim, K. O., Lee, S. S., & Park, S. Y. (2012). Essential research methods. Seoul: Kyomunsa.
  20. Kang, C. H., Cho, S. J., & An, S. H. (2011). Giving behavior of low-income citizens: Predictors on participation and philanthropic effort. Journal of Korean Social Welfare Administration, 13(3), 88-120.
  21. Kim, G. C. (2014). Research on the factors that affect donation attitude of the high school students. Unpublished master's thesis. Korea National University of Transportation, Chungbuk, Korea.
  22. Kim, J. E. (2007). (The)Conceptualization and the practical application of consumer citizenship. Unpublished doctoral dissertation. Seoul National University, Seoul, Korea.
  23. Kim, J. E., & Rhee, K. C. (2008). The Conceptualization and the practical application of consumer citizenship. Journal of Consumer Studies, 19(1), 47-71.
  24. Kim, J. E., & Rhee, K. C. (2009). Consumer citizenship difference between constituents and consumption fields. Journal of Consumer Studies, 20(2), 27-51.
  25. Kim, J. H. (2011). The influences personality and the attitudes towards money play on the act of giving money, by university students. Journal of Korean Living Science Association, 20(4), 819-829.
  26. Kim, J. W. (2005). An empirical study on the determinants of giving behavior of university donators and charitable sector donators. Unpublished doctoral dissertation. Sung Kyun Kwan University, Seoul, Korea.
  27. Kim, J. Y., & Kim, D. S. (2013). Effects of the subjective class consciousness and social capital on donation behavior. Health and Social Welfare Review, 33(2), 401-430. https://doi.org/10.15709/hswr.2013.33.2.401
  28. Kim, M. S. (2013). A study on the factors related with adolescents' donation motive and attitude toward donation. Unpublished doctoral dissertation. Hanseo University, Chungnam, Korea.
  29. Kim, S. W., & Kim, R. D. (2010). Cross-cultural comparison of culture and donation behavior: Using triandis's typology of culture. Journal of Consumption Culture, 13(1), 61-80.
  30. Kotler, P. (1972). A generic concept of marketing. The Journal of Marketing, 36(2), 46-54. https://doi.org/10.2307/1250977
  31. Kwon, H. W., Lee, D. W., Kim, H. J., Kang, D. H., Kim, M. R., Kim, M. S., Kim, J. S., Kim, H. J., Park, O. H., Won, Y. H., Lee, G. A., & Ham, I. H. (1993). Understanding of contemporary sociology. Seoul: Ewha Womans University.
  32. Lee, C. S., & Song, K. B. (2013). A study on the donations and related variables of adolescents. The Journal of Digital Policy & Management, 11(12), 725-734.
  33. Lee, H. J., & Lee, S. J. (2010). Materially contributed to the impact of junior and senior high school: Centering in junior and senior high school in Busan City. Dongguang, 106, 147-216.
  34. Lee, J. K., & Jeong, E. J. (2011). An exploratory research on the intention toward donation of the twenties: Focusing on the viewing hours of TV program genres, values and the variables of the theory of planned behavior. Media, Gender & Culture, (20), 173-205.
  35. Lee, S. J., & Choi, S. C.(2001). Two-component model of chemyon-oriented behaviors. Korean Journal of Social and Personality Psychology, 15(2), 65-83.
  36. Lee, Y. A. (2014). An analysis of inappropriate consumer compliant behavior type based on the theory of planned behavior. Journal of Korean Home Management Association, 32(2), 13-26. https://doi.org/10.7466/JKHMA.2014.32.2.13
  37. Lee, Y. G., & Song, Y. C. (2012). A study on the factors affecting the degree of contribution: Based on the theory of planned behavior model combines theory and motivation. Journal of Korea Public Administration, 26(3), 189-211.
  38. Mayo, J. W., & Tinsley, C. H. (2009). Wam glow and charitable giving: Why the wealthy do not give more to charity? Journal of Economic Psychology, 30(3), 490-499. https://doi.org/10.1016/j.joep.2008.06.001
  39. Mun, H. (2013). A study on classification and determinants of ethical consumption. Unpublished master's thesis. Seoul National University, Seoul, Korea.
  40. Park, C. H. (2012). The characteristics of conspicuousness in internet community: From the perspective of Korean sociocultural context. Social Theory, 41, 35-70.
  41. Park, J. W., & Park, H. S. (2007). The effect of involvement, message appeals, and self-efficacy on nonprofit organization's fund-raising campaign. Journal of Public Relations, 11(1), 107-140. https://doi.org/10.15814/jpr.2007.11.1.107
  42. Piliavin, J. A., & Charng, H. (1990). Altruism: A review of recent theory and research. Annual Review of Sociology, 16, 27-65. https://doi.org/10.1146/annurev.so.16.080190.000331
  43. Ryu, M. H. (2015). A study of comparison of the unethical business transaction behavior of korean university student and chinese student consumers in Korea. Consumer Policy and Education Review, 11(2), 117-139. https://doi.org/10.15790/cope.2015.11.2.117
  44. Seoul. (2015). 2014 Seoul city survey research policy indicators, 2015. 5. 19.
  45. Shelley, L. & Polonsky, M. J. (2002). Do charitable causes need to segment their current donor base on demographic factors? An Australian examination. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 19-29. https://doi.org/10.1002/nvsm.164
  46. Statistics Korea. (2014). Korea's social indicators.
  47. Steenbergen, B. (1994), The condition of citizenship: An introduction. In bart van Steenbergen(Ed.), The condition of citizenship (pp. 1-9). London: Sage Publications.
  48. Suh, M. S., Ahn, J. W., & Oh, D. Y. (2010). Difference of advertising effects according to donation and appeal types in non-profit organization advertising. Advertising Research, 87, 71-108.
  49. Trendmonitor. (2013). Perceptions related donations, 2013.12. Embrain.
  50. Woo, J. P. (2012). Professor woo jongpil's structural equation modeling concepts and understanding. Seoul: Hanarae Academy.
  51. Yoo, S. J. (2001). (A) study on the determinants of philanthropy: Focusing on Seoul citizens. Unpublished master's thesis. Yonsei University, Seoul, Korea.