• Management & Information Systems Review
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• v.20
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• pp.33-60
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• 2007

This study is a study on the impact factor of the sustainable giving behavior on the non-profit organization. According the research by non-profit organization, the main factors of most individual donators was given by stimulating sympathy. Also, the donators of the non-profit organization wanted to get a certain convenience and benefit through their donation under the reciprocity. The present study is an attempt to develop a more through understanding of the potential and actual impact factors of the sustainable giving behavior on the non-profit organization. Expecially, it also consists of an effort to assess the impact factors of the sustainable giving behavior on the non-profit organization.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.356-365
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• 2013

As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.

• The International Journal of Costume Culture
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• v.9 no.1
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• pp.52-59
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• 2006

The purposes of this study were to investigate and to compare the actual state of clothing gift giving behavior according to gender. A survey using questionnaire was conducted on 417 university students in the Cheongju area, Korea. The questionnaire was composed of questions concerning demographic factors, clothing gift giving behavior and purchasing behavior, and of multiple choice and 5-point scales depending on the characteristics of the questions. Frequency, descriptive analysis, x$^2$-test and t-test were used for a data analysis. Most of the students had experience of giving the clothing for a gift more than once during the year. They usually purchased the clothing for their parents and Fiends. The items of clothing were low purchasing risk items like sweater, T-shirts, underwear and shirts or blouse. The main reason for purchasing clothing gift for their parents and friends was based on mostly practical motivation.

• Journal of the Korean Home Economics Association
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• v.30 no.3
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• pp.257-270
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• 1992

Gift giving is usually conducted at festive days, Christmas or Parent's day. When consumers purchase gifts, they have some troubles about efficiency and economy of gifts. The issues about gifts purchase also involve the conceptualizing and establishing evaluative measure of gifts. In order to solve some problems concerning to gift giving, it is necessary to define the concept of gift giving above all. Therefore, the purpose of this article is to establish the concept of gift giving in heop of the study of anthropology and sociology about the beginning of gifts. And it attempts to review on gift giving in the field of consumer behavior. So, first this article proposes that the core concept of gift giving is a reciprocity. It means the obligatory system performed among small groups or individuals. Second, in order to analize the gift giving process, it needs to involve important variables-gift occasion and motivation of gift giving, and intimacy relationship.

• Korean Journal of Social Welfare
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• v.65 no.4
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• pp.341-365
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• 2013

This study attempts to examine the moderating effect of religiosity in the relationship between religion and secular giving behavior (absolute amount and philanthropic effort). For the analysis, this study utilizes 'Giving Korea 2012' by the Beautiful Foundation and employs Tobit regression model. Focusing on giving amount, major findings are that (1) Protestants and Catholics give greater amounts for secular cause than those with no religious affiliation; and (2) interaction between Protestants and religiosity and interaction between Catholics and religiosity have significant relationships with citizens' secular giving amount in a positive direction. Focusing on philanthropic effort (giving amount divided by family income), major findings are that (1) there is no significant relationship between religion types and citizens' philanthropic effort and (2) interaction between Protestants and religiosity and interaction between Catholics and religiosity have significant relationships with citizens'philanthropic effort in a positive direction. This study provides new knowledge foundation on citizens' secular giving behavior and contributes to developing effective fundraising strategies of nonprofit organizations on religion-related donor markets.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.151-160
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• 2017

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.

• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.495-505
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• 2022

The purpose of this study was to examine the influence of altruism and social trust on giving behavior for COVID-19 among citizens and the differences by gender and age. To this end, this study conducted analyses with a sample of 2,006 regular citizens from the Giving Korea 2020 survey constructed by the Beautiful Foundation. The main analysed results are as follows. First, citizens' altruism and social trust significantly positively influenced giving behavior for COVID-19. Specifically, when altruism increased by one level, the likelihood of giving participation increased about 3.00 times and the likelihood of giving intention increased about 3.60 times. Second, the influences of citizens' altruism and social trust on giving behavior for COVID-19 were moderated by gender and age. Whereas the influence of altruism on giving participation was more pronounced for women, the influence of altruism on giving intention was more pronounced for young citizens. Also, the influence of social trust on giving intention was more pronounced for young citizens. Based on the results, this study discussed strategies for citizens' giving behavior to overcome a disaster like COVID-19.

• The Research Journal of the Costume Culture
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• v.8 no.3
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• pp.450-459
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• 2000

The purpose of this study was to test the effect of the clothing purchasing situation on the preceived risk and information search behavior. Data were obtained from 369 students who were studying in Semyung University. The results of this study were as follows : 1. Students gave the clothing to their favorites as a gift 1 to 2 times in a year. And they thought self using purchasing was more important than gift giving purchasing. 2. In gift giving purchasing, perceived risks were higher than self using purchasing. But the economic risk was the exception. In that case, students showed more information search behavior except family search source. 3. According to the situation, main and interactive effect of sex and involvement level on perceived risk and information search behavior were significant. In self using purchasing, involvement level had the main effect to the type of information search behavior. But the family search source was the exception Also in gift giving purchasing, they showed the same results. In self using purchasing, main effects of sex and involvement level on perceived risk were significant. Also in gift giving purchasing, they showed the same results, but the socio-psychological risk was the exception.

• Korean Journal of Social Welfare
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• v.64 no.2
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• pp.273-298
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• 2012

This study is targeted to understand the giving of time and money among citizens in Seoul. It explores predictors of different combinations of giving behaviors: only volunteering, only donating, doing both, and neither. In exploring predictors, it also considers the effects of intensity in giving with differential measurement of general participation and regular participation. For the analysis, this study utilizes Seoul Welfare Panel Survey Data in 2008 and 2010 and employes a multi-nominal logistic regression model with selection of citizens' demographic factors, pro-social attitude factors, and psycho-social factors on these four type of giving behaviors. The findings show that previous giving experiences(+) and religious activities(+) have statistically significant effects on both selective and combined giving behavior. Gender(woman), income(+), education(+) have statistically significant effects on giving behaviors(only donating and doing both) related with donation. In the case of employment state, unemployment is significantly related to volunteering while employment is significantly related to donating. Finally, happiness(+) has significantly positive effect on intensive giving such as regular giving rather than general giving. This analysis has made a start in a new area of inquiry attempting to explain different giving behaviors with broadening and promoting understanding on giving behaviors. Moreover, it raises several implications for future research and strategic practice for resource mobilization of NPOs.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.131-140
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• 2017

Gift-giving is a special behavior where both givers and receivers are interactively involved. Thus, emotion and satisfaction for both sides are core factors in gift-giving research. Recently, gift-giving expands to a mobile venue by the growth of the industries in Korea. In accordance with this trend, some studies have been conducted regarding mobile gifts called 'Gifticon'. However, most of them focused on the phenomenon based on the usage patterns and motives from the perspectives of givers. This study aimed (1) to figure out the emotional differences according to the action of giving Gifticons, and (2) to understand the effects of role and intimacy on the level of gift satisfaction. The results showed that, recipients felt higher levels of positive emotions such as excitement and thrill than givers whereas givers had different levels of gift-satisfaction depending on the intimacies to the receivers. This study is expected to suggest marketing strategies by providing psychological contemplations to a new form of gift-giving behavior, which is expanding toward a new mobile market. Further, it also suggests managerial implications by understanding the level of consumers' satisfaction from the role in Gifticon-giving situations and the intimacies between givers and recipients.