• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.56-67
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• 2017

This study aims to examine the influence of the philanthropic experience on the giving intention. There are many precedent studies arguing this influence but the empirical results are mixed or sometimes contradictory. We stipulate that this could be resolved by introducing the mediating variables such as trust and positive attitudes towards NGOs. Results of the empirical analysis based on the 189 person living in Seoul area show that philanthropic experience directly influence the giving intention, and it exert an influence on the giving intention directly through the trust and positive attitudes towards NGOs. And it is shown that the indirect effect produced by the mediating variables and process in less than the direct effect. Results support precedent studies emphasizing the important role of the philanthropic experience in the giving intention, and shed light on the process through which philanthropic experience determines the giving intention. A practical implication might be that we have to do a great effort to experience philanthropic activities in one's early age, and a theoretical implication be that researchers need to pay attention to find another mediating variables having explanatory power.