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http://dx.doi.org/10.14400/JDC.2021.19.10.111

Gender Differences in Consumers' Responses to Relationship-Based Giving  

Jeong, Hyewook (School of Business, Chungnam National University)
Publication Information
Journal of Digital Convergence / v.19, no.10, 2021 , pp. 111-118 More about this Journal
Abstract
As increasing interests in charitable giving, there is also a growing need to examine the factors which influences on consumer's giving behavior. Whereas past research focused mainly on one-time donation, this study examined how gender affects giving behaviors related to social connection with a donee. In Study 1, we found that compared to men, women showed more favorable attitudes toward the relationship based giving. Results from Study 2 revealed that, compared to male-primed women, female-primed women reported more positive giving intention. They are also more interested in interaction with donee. The current research demonstrates that gender differences leads to different responses towards the relationship based giving. Implications of this research for charity solicitation methods are discussed.
Keywords
Gender; Prosocial Behavior; Cause-Related Marketing; Relationship; Charity Appeals;
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