• Title/Summary/Keyword: 기부태도

Search Result 32, Processing Time 0.027 seconds

Mediating Effect of Donation Motivation between Self-esteem and Donation Attitude of Adolescents (청소년의 자아존중감과 기부태도 사이에서 기부동기의 매개효과)

  • Lee, Chang-Seek;Jang, Ha-Young
    • Journal of Digital Convergence
    • /
    • v.16 no.6
    • /
    • pp.19-25
    • /
    • 2018
  • The purpose of this study was to investigate mediating effect of donation motivation between self-esteem and donation attitude of adolescents. For this purpose, 879 adolescents were surveyed in 4 cities and counties in the northwestern part of Chungcheongnamdo. This research was carried out by T-test and ANOVA to identify the difference of donation attitude according to general characteristics and by correlation analysis of main variables. Also hierarchical regression analysis was performed to identify the mediating effect and it was verified by Sobel test. The main results are as follows. First, donation attitudes differed according to gender, school level, and religion. Second, correlation analysis revealed a positive correlation between self-esteem, donation motivation and donation attitude. Third, regression analysis showed that both intrinsic donation motivation and external donation motivation were partially mediated between self-esteem and donation attitude. Finally, policies to increase donation attitude and donation behavior were discussed.

The Effects of Sense of Community and Trust in Charitable Organization on Donation Motive and Attitude of Adolescents (청소년의 공동체의식과 기부기관신뢰가 기부동기와 기부태도에 미치는 영향)

  • Lee, Chang-Seek;Jang, Ha-Young
    • Journal of Digital Convergence
    • /
    • v.15 no.4
    • /
    • pp.83-89
    • /
    • 2017
  • The purpose of this study was to investigate the effects of a sense of community and trust in charitable organization on donation motive and attitude. For this study, 901 adolescents were surveyed in four areas of Chungnam province. And data analysis was performed by frequency analysis, T-test, ANOVA, correlation analysis, and structural equation modeling. The major results were as follow. First, it was found out that donation attitude was higher in female adolescents than male adolescents, and in high school students than middle school students. Second, there were positively significant correlation among a sense of community, trust in charitable organization, donation motive, and donation attitude. Third, as a result of SEM, donation motive was fully mediated between trust in charitable organization and donation attitude as well as between a sense of community and donation attitude. Lastly, the limitations of this study and policy implication for the activation of donation were presented.

The Effect of Perceptions of CRM-Performing Companies and NGOs on Donation Attitudes and SNS WOM Intentions (CRM수행기업과 NGO에 대한 인식이 기부태도와 SNS구전의도에 미치는 영향)

  • Lee, Eun-Mi
    • The Journal of the Convergence on Culture Technology
    • /
    • v.8 no.6
    • /
    • pp.341-346
    • /
    • 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.

The Influence of Attachment Anxiety on Charity Appeals (불안 애착이 기부 광고에 대한 태도에 미치는 영향 : 사회적 일체감에 근거하여)

  • Kwon, Daeun;Jeong, Hyewook
    • The Journal of the Korea Contents Association
    • /
    • v.20 no.1
    • /
    • pp.675-683
    • /
    • 2020
  • This study has investigated how attachment anxiety boosts the attitude on charity appeals. Drawing on the attachment theory, we tested the hypothesis that increasing attachment anxiety (both dispositionally and temporarily primed) would have favorable attitudes towards charity appeals relates to social identification. Participants in high attachment anxiety showed more favorable attitudes towards charity appeals which can fulfill their social needs. Needs for belongness mediated the relationship between charity appeals and attachment anxiety. While past research has focused on the attachment security as motivation for helping, The current study has focused on egoistic motivation for helping and examined that attachment insecurities leads more favorable attitudes towards charity appeals that fulfill their social needs. The current study demonstrates that social needs can motivate consumers' prosocial behavior. Implications for the theory of non-profit marketing are discussed.

The Effect of Temporal Orientation and Recognizability of Recipients for Presenting Donation Messages (기부수혜자의 인식가능성과 캠페인 메시지에서 나타난 시간 지향성이 기부의도에 미치는 영향 - 공감의 매개된 조절효과를 중심으로)

  • Heo, Dakyeong;Kim, Soomin;Shin, Dongwoo
    • Journal of Digital Convergence
    • /
    • v.19 no.6
    • /
    • pp.91-101
    • /
    • 2021
  • As many CSR activities grow steadily, how charitable giving messages affect donation attitude is received attention. In the current research, temporal orientation and donation recipients is presented an effective variables to judge a organization activities. This article based on CLT theory, we establish the experimental condition focused on interaction effects between two variables: time orientation in charitable activities outcomes(near future: a week vs. far future: a year); and based on the recognizability of recipients(a individual child vs. collective group). Result from study, charitable activities outcomes generated in near future orientation(far future orientation) increase donation attitude and affective when messages are used in a specific(general group) context. Furthermore, empathy of CSR organization is a mediator on donation attitude and affective. We expect that these findings have important implication for charitable giving strategy.

A Study on the Subjectivity of Semi-Professional Athletes on Talent Donation Activities

  • Young-Seol Yu
    • Journal of the Korea Society of Computer and Information
    • /
    • v.29 no.2
    • /
    • pp.169-177
    • /
    • 2024
  • The purpose of this paper is to explore the meaning of talent donations by semi-professional Athlete using Q methodology. This Q factor analysis finally identified 3 factors: The first factor, The type of donation cautious, They represent an understanding the need for donation, needing to prepare for donation, information about donation targets, careful attitude toward talent donation. The second factor, The type of donation authenticity, They represent departure from good mind, premise of authenticity to donation, necessity of program for donation activities. The final factor, The type of trust for endowment institution, They represent trust in the target organization to donate, interest in donation-related incidents, necessity of various donation methods in sports field.

A Study on the Donations and Related Variables of Adolescents (청소년의 기부와 관련 변인 연구)

  • Lee, Chang Seek;Song, Kuk Beom
    • Journal of Digital Convergence
    • /
    • v.11 no.12
    • /
    • pp.725-734
    • /
    • 2013
  • This paper aimed to verify the current status of adolescents' donations and predictors influencing their donation behaviors. First, the result revealed that adolescents' donations were higher in the order of time, material, and talent donation. Second, donation motives, attitude towards donation, self-esteem, a sense of community, and trust in charitable organization were positively correlated. Third, the predictors of material donation behaviors of adolescents were gender, age, extrinsic motives, attitude towards donation, sense of community, and trust in charitable organization. And the predictors of time donation behaviors were gender and sense of community, and those of talent donation were age, intrinsic motives and sense of community. The strategies for the activation of adolescents' donations were suggested.

Philanthropic Experience and Giving Intention: The Mediating Role of the Trust and Positive Attitude towards NGOs (나눔 경험과 기부의도: 신뢰 및 긍정 태도의 매개효과 연구)

  • Lee, Seonho;Park, Woosung
    • The Journal of the Korea Contents Association
    • /
    • v.17 no.5
    • /
    • pp.56-67
    • /
    • 2017
  • 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.

A Study on Adolescent Consumers' Donation Attitude and Donation Intention (청소년소비자의 기부태도 및 기부의도에 관한 연구)

  • Ryu, Mihyun
    • Journal of Families and Better Life
    • /
    • v.33 no.6
    • /
    • pp.97-113
    • /
    • 2015
  • 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.