Browse > Article
http://dx.doi.org/10.5392/JKCA.2017.17.05.056

Philanthropic Experience and Giving Intention: The Mediating Role of the Trust and Positive Attitude towards NGOs  

Lee, Seonho (경희대학교 대학원)
Park, Woosung (경희대학교 경영대학)
Publication Information
The Journal of the Korea Contents Association / v.17, no.5, 2017 , pp. 56-67 More about this Journal
Abstract
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.
Keywords
Philanthropic Experience; Giving Intention; Dual Mediation; Trust towards NGOs; Positive Attitudes towards NGOs;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 강철희, "기부 및 자원봉사와 신뢰의 관계에 관한 연구," 한국사회복지학, Vol.59, No.3, pp.5-32, 2007.
2 한규석, 사회심리학의 이해, 서울: 학지사, 2002.
3 D. Conrad and D. Hedin, High school community service: A review of research and programs, 1989.
4 N. Eisenberg and P. A. Miller, "The relation of empathy to prosocial and related behaviors," Psychological Bulletin, Vol.101, No.1, pp.1-29, 1987.
5 홍은숙, 이화숙, "청소년의 자원봉사활동 경험이 진로의식 성숙에 미치는 영향에 관한 연구," 한국콘텐츠학회논문지, Vol.15, No.11, pp.1-17, 2015.
6 박성희, "친사회행동의 형성 기제와 결정 과정에 관한 연구," 초등교육연구, Vol.12, No.2, pp.181-203, 1998.
7 A. Ravald and C. Gronroos, "The value concept and relationship marketing," European journal of marketing, Vol.30, No.2, pp.19-30, 1996.   DOI
8 김성호, 안명아, "비영리기관 (NPO) 의 진정성과 투명성이 기부의도에 미치는 영향에 관한 연구," 한국비영리연구, Vol.14, No.2, pp.3-22, 2015.
9 강철희, "자선적 기부행동 및 자원봉사 참여행동에 대한 탐색적 분석," 한국비영리연구, Vol.2, No.2, pp.161-205, 2003.
10 M. Rokeach, Beliefs, Beliefs, attitudes and values: A theory of organization and change, Jossey-Bass, 1968.
11 H. Schuman and M. P. Johnson, "Attitudes and behavior," Annual review of sociology, pp.161-207, 1976.
12 G. W. Allport, The nature of prejudice, Basic books, 1979.
13 I. Sweatt, An Exploration of Psychologists' Social and Professional Advocacy Attitudes and Involvement, Loyola University of Chicago, 1999.
14 V. Braithwaite, "Beyond Rokeach's Equality Freedom model: Two-Dimensional values in a One-Dimensional world," Journal of Social Issues, Vol.50, No.4, pp.67-94, 1994.   DOI
15 강철희, 주명관, "한국인의 기부참여 행동에 관한 연구: 정기적 참여, 비정기적 참여 및 미 참여에 대한 비교분석," 한국사회복지행정학, Vol.10, No.1, pp.1-38, 2008.
16 최경구, 김욱, "한국의 기부문화와 모금활동의 역사와 현황," 계간 사회복지, Vol.159, pp.6-28, 2003.
17 박세경, 강혜규, 이준영, 정진경, 한동우, 박소현, 사회자본과 민간 복지자원 수준의 국가간 비교연구: 자원봉사활동과 기부를 중심으로, 한국보건사회연구원, 2009.
18 심미승, "지역사회복지관점에서 로컬거버넌스 특성 분석: 광주 푸른길 사례를 중심으로," 한국콘텐츠학회논문지, Vol.16, No.9, pp.1-11, 2016.
19 김주원, 김용준, "자선단체기부자의 기부동기와 기부행동에 관한 실증연구," 경영학연구, Vol.37, No.3, pp.629-658, 2008.
20 정무성, 정호영, "사회복지시설의 신뢰와 몰입이 기부행위에 미치는 영향에 관한연구," 한국비영리연구, Vol.5, No.2, pp.223-263, 2006.
21 강철희, 김유나, 조주희, "기부충성도를 지닌 인구집단 특성에 관한 탐색적 연구," 한국사회복지행정학, Vol.12, No.1, pp.205-234, 2010.
22 P. O. Bjorhovde, "Teaching philanthropy to children: Why, how, and what. New Directions for Philanthropic Fundraising," Vol.2002, No.36, pp.7-20, 2002.   DOI
23 R. Bekkers, "Participation in voluntary associations: Relations with resources, personality, and political values," Political Psychology, Vol.26, No.3, pp.439-454, 2005.   DOI
24 이원준, "사회복지기관 개인기부자들의 기부효용감이 기부지속의도에 미치는 영향," 한국사회복지학, Vol.66, No.1, pp.333-361, 2014.
25 A. Sargeant and E. Jay, Redefining Commitment, Final Report, 2005.
26 A. Sargeant and S. Lee, "Trust and relationship commitment in the united kingdom voluntary sector: Determinants of donor behavior," Psychology and Marketing, Vol.21, No.8, pp.613-635, 2004.   DOI
27 M. Fishbein and I. Ajzen, Belief, attitude, intention and behavior: An introduction to theory and research, Addison-Wesley, 1975.
28 이현응, "국내외 HRD 연구의 매개효과 분석 방법에 대한 고찰," HRD 연구, Vol.16, No.3, pp.225-249, 2014.
29 D. Krech, R. S. Crutchfield, and E. L. Ballachey, Individual in society, A textbook of social psychology, 1962.
30 전선영, "사회복지 가치를 매개로 한 사회복지교육과 옹호 태도 및 전략의 인과관계 분석," 한국사회복지학, Vol.57, No.4, pp.35-65, 2005.
31 D. Katz, "The functional approach to the study of attitudes," Public opinion quarterly, Vol.24, No.2, pp.163-204, 1960.   DOI
32 전병재, 인간과 사회, 서울: 경문사, 2000.
33 류진석, "복지태도의 미시적 결정구조와 특성," 한국사회복지학, Vol.56, No.4, pp.79-101, 2004.
34 이경은, 강철희, "아동을 대상으로 한 나눔 교육프로그램의 효과에 대한 연구: 아동의 친사회적 행동 변화 분석," 한국비영리연구, Vol.6, No.1, pp.77-109, 2007.
35 아름다운재단, 아름다운재단 Giving Korea 자료집, 2006.
36 정우정, 이슈소유권, Ngo 명성 그리고 기부의도간 관련성, 이화여자대학교, 석사학위논문, 2010.
37 A. Sargeant and S. Lee, "Improving public trust in the voluntary sector: An empirical analysis," International Journal of Nonprofit and Voluntary Sector Marketing, Vol.7, No.1, pp.68-83, 2002.   DOI
38 E. Brown, "Making philanthropy work: social capital and human capital as predictors of household giving," 2001.
39 C. T. Clotfelter, "The economics of giving. Giving better, giving smarter: Working papers of the national commission on philanthropy and civic renewal," National Commission on Philanthropy and Civic Renewal, pp.31-55, 1997.
40 J. C. Schneider, "Philanthropic styles in the United States: Toward a theory of regional differences," Nonprofit and Voluntary Sector Quarterly, Vol.25, No.2, pp.190-210, 1996.   DOI
41 A. F. Hayes, K. J. Preacher, and T. A. Myers, "Mediation and the estimation of indirect effects in political communication research," Sourcebook for Political Communication Research: Methods, Measures, and Analytical Techniques, pp.434-465, 2011.