• Industry Promotion Research
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• v.9 no.4
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• pp.203-211
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• 2024

This study is meaningful in that it presents specific user experience improvement measures to promote donation participation by analyzing in-depth the MZ generation's donation platform user experience. Through this, we can identify key elements that promote donation behavior and improve the platform based on this to encourage donation participation among the MZ generation. The research results emphasized that the MZ generation values transparency and reliability, and prefers simple donation procedures and automatic transfer functions. Additionally, it was revealed that visual elements and experiential activities play an important role in strengthening donation motivation. These research results provide important implications for non-profit organizations and can contribute to revitalizing the donation culture and encouraging more people to continuously participate in donations. Furthermore, it is significant in that it provides important implications for creating a better environment in which non-profit organizations can realize social responsibility and contribute to the development of the community by improving the user experience of donation platforms.