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http://dx.doi.org/10.7466/JKHMA.2015.33.6.97

A Study on Adolescent Consumers' Donation Attitude and Donation Intention  

Ryu, Mihyun (Department of Consumer Information Science, Konkuk University)
Publication Information
Journal of Families and Better Life / v.33, no.6, 2015 , pp. 97-113 More about this Journal
Abstract
The purpose of this study is to examine adolescent consumers' donation intention. To attain the goal, a survey was conducted to middle and high school students and undergraduates at the age of 25 or younger residing in Seoul and the capital area from June 1st to the 25th in 2015. A total of 450 questionnaire sheets were used for final analysis. This study investigated adolescent consumers' donation attitude and donation intention levels and also the effects of related variables on their donation intention with the mediation of their donation attitude. The implications of this study for consumer education and policy will be meaningfully used to increase their donation behavior afterwards. According to the major findings of this study, first, adolescent consumers' donation attitude was relatively positive, and their donation intention was relatively lower than their donation attitude. Second, comparing the total causal effects of variables on donation intention, interest in donation was found to the biggest, and the next were subjective norms, mother's participation in the donation experience (yes), personal citizenship, donation attitude, male students, the subjective level of financial status, face-saving behavior, and undergraduates in order.
Keywords
interest in donation; subjective norms; consumer citizenship; face-saving behavior; donation attitude; donation intention;
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Times Cited By KSCI : 7  (Citation Analysis)
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