DOI QR코드

DOI QR Code

An Exploratory Study on Factors influencing the Giving Behavior : focusing on Self-Esteem and Perceived Responsibility toward Social Welfare

기부행동의 영향요인에 대한 탐색적 연구 : 자아존중감과 복지책임주체 인식을 중심으로

  • Received : 2017.08.22
  • Accepted : 2017.10.20
  • Published : 2017.10.28

Abstract

Giving behavior can be defined to be a behavior intended to benefit the society's charity works and public works via sharing one's financial resources. The determinants of giving behavior largely consist of sociodemographic factors, such as the income, age, gender, religion, education level, residential areas, and tax deduction policy, etc. This paper considers the income level, self-esteem, and perceived responsibility toward social welfare, as the major research variables. Statistical results, based on 2014 Korean Welfare Panel data, show that the income level and self-esteem have positive influence on participation intention in charitable giving. However, welfare responsibility has negative impact on participation intention. Second, household income was the only salient, negative factor for giving efforts defined as the amount of donation over income, implying that the higher income brackets are giving less money relative to their income level, than those with lower income level. Contrary to our expectation, self-esteem and welfare responsibility were not statistically significant explanatory variables.

기부행동은 자신이 가지고 있는 재정적 자원을 남과 공유함으로써 사회가 필요로 하는 자선과 복지 분야에 기여한다. 기부행동의 원동력에는 소득, 연령대, 성별, 종교, 교육수준, 주거지역, 조세정책 등과 같은 사회 인구학적 요소들이 포함된다. 본 연구에서는 소득수준을 포함하는 사회 인구학적 특성 외에 자아존중감과 복지책임주체에 대한 인식 등의 요인을 중심으로 기부에 대한 참여 여부, 기부노력 등에 미치는 영향을 분석해보고자 하였다. 한국복지패널조사자료를 바탕으로 통계적 분석을 시도한 결과, 소득과 자아존중감은 기부에의 참여의도에 긍정적 영향을 미치나, 복지책임주체가 정부에 있다고 생각할수록 참여의도에는 부정적 영향을 미치는 것으로 분석되었다. 소득에 대한 기부액수 비율로 정의되는 기부노력은 소득만이 부정적인 영향을 미치는 것으로 나타났는데, 소득이 높을수록 상대적으로 낮은 비율의 기부를 한다는 의미로 해석할 수 있다. 자아존중감이나 복지책임주체에 대한 인식은 기부노력에 영향을 미치지 않는 것으로 분석되었다.

Keywords

References

  1. Y.S. Chang, Sharing Korea 2014, Korean Institute for Health and Social Affairs, 2015.
  2. CAF. World Giving Index 2015, 2015.
  3. Statistics Korea (Korean Bureau of Statistics). Social Research, 2013.
  4. C. Kang, Y. Kim, and J. Cho, "Citizens' Giving Behavior Patterns: Exploring Loyal Citizens in Giving," Journal of Korean Social Welfare Administration, Vol. 12, No. 1, pp. 205-234, 2010.
  5. A. E. Komter, "Reciprocity as a principle of exclusion : Gift giving in the Netherlands," Sociology, Vol. 30, No. 2, pp. 299-316, 1996. https://doi.org/10.1177/0038038596030002006
  6. A. Sargeant, "Charitable giving: Towards a model of donor behaviour," Journal of Marketing Management, Vol. 15, No. 4, pp. 215-238, 1999. https://doi.org/10.1362/026725799784870351
  7. R. Bekkers & P. Wiepking. "A literature review of empirical studies of philanthropy eight mechanisms that drive charitable giving," Nonprofit and Voluntary Sector Quarterly, Vol. 40, No. 5, pp. 924-973, 2011. https://doi.org/10.1177/0899764010380927
  8. P. M. Rooney, K.S. Steinberg & P.G. Schervish, "A methodological comparison of giving surveys: Indiana as a test case," Nonprofit and Voluntary Sector Quarterly, Vol. 30, No. 3, pp. 551-568, 2007. https://doi.org/10.1177/0899764001303011
  9. V. H. Smith, M. R. Kehoe, & M. E. Cremer, "The private provision of public goods: Altruism and voluntary giving," Journal of Public Economics, Vol. 58, No. 1, pp. 107-126, 1995. https://doi.org/10.1016/0047-2727(94)01455-W
  10. W. Son & T. Park, A Study on Private Donation of Korea, Korean Institute of Public Finance, 2008.
  11. C. Kang, M. Choi and S. Kim, "An Empirical Exploration on Philanthropic Effort : Analysis on Happiness, Social Trust and Interaction Effect," Journal of Korean Social Welfare Administration, Vol. 14, No. 2, pp. 57-82, 2012.
  12. R.N. James, & D. L. Sharpe. "The nature and causes of the U-shaped charitable giving profile," Nonprofit and Voluntary Sector Quarterly, Vol. 36, No. 2, pp. 218-238, 2007. https://doi.org/10.1177/0899764006295993
  13. P. Wiepking, "The philanthropic poor: In search of explanations for the relative generosity of lower income households.," International Journal of Voluntary and Nonprofit Organizations, Vol. 18, No. 4, pp. 339-358, 2007. https://doi.org/10.1007/s11266-007-9049-1
  14. D. Oh & S.H. Kim, "A Study about Relationship Between Public Welfare and Private Welfare Activities: Focused on the Effect of Welfare Perception on Private Welfare Activities," Social Welfare Policy, Vol. 39, No. 2, pp. 61-84, 2012. https://doi.org/10.15855/swp.2012.39.2.61
  15. R. McClelland & A.C. Brooks, "What is the real relationship between income and charitable giving?" Public Finance Review, Vol. 32, No. 5, pp. 483-497, 2004. https://doi.org/10.1177/1091142104266973
  16. Andreoni, J. Philanthropy. Handbook of the economics of giving, altruism and reciprocity, 2006.
  17. The Beautiful Foundation. Giving Korea 2012, 2012.
  18. J.A. List, "The market for charitable giving," The Journal of Economic Perspectives, pp. 157-180, 2011.
  19. M-R, Han & H. Kim, "Mediating Effect of Communication Competence on the Relationship between Emotional Intelligence and Self-Esteem among Nursing Students," Journal of Digital Convergence Vol. 15, No. 2, pp. 263-272, 2017. https://doi.org/10.14400/JDC.2017.15.2.263
  20. J.H. Ha & J.M. Lee, "The Mediating Effects of Self-esteem on the Relationship between Economic Level and Teaching Efficacy : Focused on Early Childhood Preservice Teacher," Journal of Digital Convergence, Vol. 15, No. 2, pp.393-403, 2017. https://doi.org/10.14400/JDC.2017.15.2.393
  21. K. Choi & S.S. Cho, "Effect of self-esteem on multicultural acceptability that mediated by job satisfaction and adjustment to military life for Republic of Korea Army officials," Journal of Digital Convergence, Vol. 15, No. 2, pp. 375-383, 2017. https://doi.org/10.14400/JDC.2017.15.2.375
  22. S.Y. Lee & J.S. Lee, "The Convergent Effect of Stress, Social support, and Self-esteem on Depression in Female Students," Journal of Digital Convergence, Vol. 14, No. 12, pp. 335-344, 2016. https://doi.org/10.14400/JDC.2016.14.12.335
  23. M. Rosenberg, Society and the adolescent selfimage, Princeton, NJ: Princeton University Press, 1965.
  24. S. Dawson, "Four motivations for charitable giving: implications for marketing strategy to attract monetary donations for medical research," Journal of Health Care Marketing, Vol. 8, No. 2, pp. 31-37, 1988.
  25. M. Taylor, Anarchy and cooperation. John Wiley & Sons, 1976.
  26. A.A. Payne, "Does the government crowd-out private donations? New evidence from a sample of non-profit firms," Journal of Public Economics, Vol. 69, No. 3, pp. 323-345, 1998. https://doi.org/10.1016/S0047-2727(98)00005-X
  27. W. Bielefeld, P. Rooney & K. Steinberg, "How do need, capacity, geography, and politics influence giving," Gifts of money in Americas communities, pp. 127-158, 2005.
  28. C. Brooks & J. Manza, "Why do welfare states persist?" Journal of Politics, Vol. 68, No. 4, pp. 816-827, 2006. https://doi.org/10.1111/j.1468-2508.2006.00472.x
  29. Andreoni, J., & Payne, A. A. "Do government grants to private charities crowd out giving or fund-raising?" American Economic Review, pp. 792-812, 2003.
  30. T.L. Drollinger & D.P. Johnson, "Life cycle, financial and attitudinal characteristics of charitable donors," Proceedings of American Counsel on Consumer Interests, pp. 106-112, 1995.
  31. J. Kim and D. Kim, "Effects of the Subjective Class Consciousness and Social Capital on Donation Behavior," Health and Social Wefare Review, Vol. 33, No. 2, pp. 401-430, 2013. https://doi.org/10.15709/hswr.2013.33.2.401
  32. P. Wiepking & I. Maas, "Resources that make you generous: Effects of social and human resources on charitable giving," Social Forces, Vol. 87, No. 4, pp. 1973-1995, 2009. https://doi.org/10.1353/sof.0.0191
  33. J. Carroll, S. McCarthy & C. Newman, "An Econometric Analysis of Charitable Donations in the Republic of Ireland," The Economic and Social Review, Vol. 36, pp. 229-49, 2006.
  34. Korean Institute for Health and Social Affairs. 2014 Korean Welfare Panel(8th year Survey Data) : User's Guide, 2014.