• Korean Journal of Social Welfare
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• v.66 no.1
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• pp.333-361
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• 2014

By viewing donors for social welfare organization as both givers and beneficiaries, this study aims to address the correlations between the continuity of donors' contributions and enhanced sense of satisfaction as a consequence of participating in donation activities. The predominant concern of this study centers on: (1) the direct effects of individuals' emotional utility, demonstrable utility, trust toward donee organization, self acceptance on the continuation of their donation; (2) the direct effects of individuals' emotional utility, demonstrable utility, trust toward donee organizations on individuals' self-acceptance; (3) the direct effects of individuals' emotional utility, demonstrable utility on their trust toward a donee organization; (4) the indirect effects of individuals' self acceptance on two paths i.e. emotional utility${\rightarrow}$trust${\rightarrow}$self acceptance, and demonstrable utility${\rightarrow}$trust${\rightarrow}$self acceptance; (5) the indirect effects of individuals' individuals' trust toward donee organization on self acceptance on four paths i.e. emotional utility${\rightarrow}$trust${\rightarrow}$continuity of donation; demonstrable utility${\rightarrow}$trust${\rightarrow}$continuity of donation; emotional utility${\rightarrow}$trust${\rightarrow}$self-acceptance, and demonstrable utility${\rightarrow}$trust${\rightarrow}$self-acceptance; (6) the moderating effects of 'financial status' on the causal relationships in the prescribed structural equation model(SEM). In order to verify the moderating effect of 'financial status', multi-group analysis between each of the two groups were conducted. Research is based on a survey among 1116 donors who had made charitable, monetary contributions to social welfare organizations in Daegu and Kyungpook province. Data was collected from 29 organizations. In order to address the research questions, structural equation were employed. A variety of tests are conducted(metric invariance, critical ratio for difference, structural invariance, multi-group analysis, bias-corrected boot-strapping, latent mean analysis including Cohen's effect test).

• Journal of Digital Convergence
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• v.10 no.7
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• pp.129-139
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• 2012

This research, as a study on individual donators' relationship durability with donated organizations, is carried out with the variables of individual donators' empirical satisfaction, sense of unity, familiarity, relationship quality, donation will, and loyalty. This research, based on the interrelationship among the variables effecting on donation activities, makes a relationship durability will model between donators and donated organizations through the examination of the existing studies on donation activities, and suggests the marketing points to increase the relationship of non-profit organizations based on the model. This paper examined 242 material or time donators for non-profit organizations in Seoul and Kyeonggi-Do province and proved 11 hyperses. The result shows that the donation will and loyalty for donated organizations are influenced by the relationship quality. In addition, the relationship quality of reliability and immersion seems to be influenced by the empirical satisfaction and the familiarity with donated organizations. Therefore, donated organizations need to make efforts to increase the donators' satisfaction, and to increase the familiarity between donators and donated organizations. In other words, they should increase donators' satisfaction with active promotions and they should do marketing activities to increase donators' familiarity.

• Convergence Security Journal
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• v.20 no.2
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• pp.77-83
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• 2020

According to a statistical survey, despite the continuous improvement of the economic level, the participation rate of donations is decreasing. As a cause of this phenomenon, the problem of reliability of donation organizations is a big part. In order to increase viewers' intention to donate, this study developed a donation campaign linked data service that shows information that can increase the credibility of donation organizations and storytelling of donation recipients. Specifically, a user scenario of a data service that is properly operated in conjunction with a donation campaign that is broadcast shortly was defined, and a user interface was designed by reflecting the characteristics of the TV platform. In addition, a prototype based on the DVB-MHP standard was developed to analyze the effect of the data service utilization on viewers' intention to donate.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.341-346
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• 2022

With the recent paradigm shift towards 'sustainable management', corporate social responsibility is recognized as an important factor for the continuous and long-term growth of a company. This study examines how the perception of CRM performing companies and NGOs affect attitude toward donation. In addition, it was empirically investigates how the perception of donation affects the SNS word of mouth intention. In this study, a total of 180 usable responses were obtained for analysis, and SPSS and AMOS 26.0 were used to verify the validity and hypothesis of the study. As a result of the study, it was found that validity and reliability were secured. As a result of the hypothesis testing, all the hypotheses were supported, but the effect of the perception of the company implementing CRM on the donation attitude was very weakly supported. This study suggests that raising a positive awareness of CRM-performing companies and NGOs collaborating with them is an effective strategy to increase donation attitudes and SNS word-of-mouth intentions for CRM.

• Management & Information Systems Review
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• v.37 no.4
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• pp.75-92
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• 2018

The Purpose of this study was to verify that the corporate social contribution activity(eco-friendly product production, donation activity, volunteer activity, fair trade had a positive influence on the corporate credibility, the intention of price premium and the persistent purchase intention. And also this study examined the differences of corporate credibility and price premium according to consumer's gender. To accomplish the purpose of this paper, I performed literature review which relates to corporate social contribution activity, the corporate credibility, the price premium and the persistent purchase intention, and also performed empirical research. I produced questionnaire which investigates the relation between the factors which influence corporate social contribution activity, the corporate credibility, the price premium and the persistent purchase intention. SPSS 21.0 and Lisrel 8.7 were used to analyze the collected data and to identify the influence relationships. The findings of this paper are as follows: First, the corporate social contribution activity(eco-friendly product production, fair trade) did significant effect on the corporate credibility and the price premium. Second, the intention to pay premium price had affected the intention of persistent purchasing but corporate credibility had affected the intention of persistent purchasing through the intention to pay premium price. Third, the difference in preception of men and woman about the corporate social contribution activity. Among the corporate social contribution activity, women's perception of the relationship between volunteer activity and fair trade on corporate reliability was higher than that of men. Fourth, among the corporate social contribution activity, women's perception of the relationship between volunteer activity and donation activity on the intention of price premium was higher than that of men.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.129-143
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• 2018

The purpose of this study was to examine the effect of donation expenditure details and the shift in awareness as a result of disclosure of donation expenditure details in order to promote constant donation by nonprofit organizations in the course of marketing activities. The first experiment was configured through $2{\times}2$ intergroup element design based on 2(feedback on donation expenditure details: available vs. unavailable) ${\times}$ 2(donation awareness: expenditure vs. exchange), and furthermore, MANOVA was performed. The results showed that the satisfaction with donation was higher when the donation expenditure details were disclosed(M=5.125, SD=0.437) and that the relation maintenance intention was higher(p<0.01) when the donation expenditure details were disclosed M=5.328, SD=0.459). In addition, the main effect was validated by using the bootstrapping method. The results of overall model validation showed that satisfaction & trust(=0.843, p<0.01) and satisfaction(=0.267, p<0.01) and trust(=0.691, p<0.01) had a positive(+) relationship. Based on aforesaid results, donors are expected to have greater trust if nonprofit organizations make effort to ensure transparent and detailed disclosure of information on expenditure of donations made by donors. Succeeding studies would need to investigate the effect that might vary depending on the type of feedback methods, etc.

• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.147-162
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• 2010

This study investigates how framing and the interaction with involvement influences responses toward a help campaign. There could be two possible predictions about the results of framing. One is that, because helping is a risk avoidance behaviors, the positive framing would dominant or the other is that, because helping is mainly mediated by negative emotions such as sadness or guilty, the negative framing would be preferred. The present research was to solve the conflicting predictions and was conducted with a experimental design. The participants were exposed to a campaign emphasizing either positive aspects of the help or negative contexts which would be maintained without any help. The results were that the main effect of framing was not existent, but the significant interaction with involvement on responses was found. The interaction of framing and involvement, though, included unexpected inconsistency between the results of attitude and behavioral intention. The theoretical and practical meanings of the results were discussed.