• Management & Information Systems Review
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• v.33 no.3
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• pp.1-19
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• 2014

Main research question of this study is based on situational gap between donation motivation and behaviour in non-profit organization. However, researches investigating the gap were limited. Therefore, this study examined components of psychological variables. Specially, we proposed the variables about consumer's impulsive motivation or behavior on impulse literature in donation toward non-profit organization. This study conducted a scale development to measure consumer's charity donation impulse based on non-conscious viewpoint. For the development of measurement tool for charity donation impulse, we conducted two stages of research process. First, the measurement items of charity donation impulse were developed through FGI and in-depth interview on experts. Secondly, the factor analysis was performed, and then some items were eliminated through this analysis. As a result, we found the final scale with 26 items, which were named as evaluation sensitivity charity impulse, reward sensitivity charity impulse, functional impulse, non-planning charity impulse. These results showed that the measurement items developed in this study were confirmed to be useful tools for measuring charity donation impulse.

• 한국사회정책
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• v.24 no.1
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• pp.1-31
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• 2017

This paper attempts to analyze citizens' giving behavior by household income level. Particularly, it focuses on participation and amount of secular giving by using 'Social Survey'in 2011, 2013, and 2015 from the Bureau of Statistics and employing Heckman selection model for statistical analysis. This study shows that citizens' participation has a proportional tendency by their income level. Similar to participation of secular giving, citizens' giving amount has also a proportional tendency by their income level. However, the degree of proportional tendency seems not to be significant in the case of amount of secular giving. This empirical analysis promotes understanding of participation and amount of secular giving by citizens' income section in Korea by showing the differences. This paper provides meaningful empirical understanding regarding citizens' secular giving behavior by their income level. In addition, it offers important clues to motivate relevant prospective studies and develop social agenda which contribute to strengthening giving culture in Korea.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.177-195
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• 2020

This paper discusses the reasons why a disparity in commitment to charitable giving exists between two regions : the East and the West. In explaining the regional difference, this paper particularly focuses on the social, economic, and political factors forming the trend?for instance, Asians' deep-rooted distrust in charity foundations and the lack of government policies incentivizing philanthropic giving in Asia. After analyzing why and how significantly Asia lags behind in charity compared to other parts of the globe, the paper proves that "creative destruction" is needed in the Asian philanthropy market. Additionally, this paper shows that it is an opportune time for an innovative start-up to introduce a new form of technology, an easy-to-access application with registered partnership foundations, thereby introducing creative destruction in the culture of charity in Asia. This paper finally examines the obstacles this start-up may face as it tries to grow into a monopoly and the socio-political implications it may bring to the world.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.354-361
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• 2009

It is a tentative study on the influence of the consumers' motivation of charity impulse on their loyalty who donate to non-profit organizations. Based on the self-determination theory, this thesis paper analyzed the motivation of charity impulse on non-profit organizations which is the main factor influencing the donation loyalty with consumer-nonprofit identification as parametric variables.

• Journal of the Economic Geographical Society of Korea
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• v.22 no.2
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• pp.141-159
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• 2019

Giving behavior promotes social solidarity and lessens social deprivations by voluntary practices to make better communities. Despite the increasing trend of giving in terms of participation and amount in Korean society, the giving culture has deeply rooted in charitable emotion based on compassion, still far from social solidarity. This paper attempts to identify giving behavior by investigating its characteristics and changes in its motives from the compassion-based social welfare to social responsibility and community solidarity, centering around 'Yellow envelope campaign' started in 2014 to support the living expenses and cost of litigation for the fired workers of Ssangyong Motors. By employing questionnaire survey and in-depth interview, it analyzes the horizontal relationships, reciprocal responsibility, social capital, and pursuit for conflict solution. Even though the campaign didn't change our society as a whole, but it cast the social questions on the birth of social empathy and solidarity.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.348-362
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• 2009

It is a tentative study on the influence of the consumers' motivation of charity impulse on their loyalty who donate to non-profit organizations. Based on the self-determination theory, this thesis paper analyzed the motivation of charity impulse on non-profit organizations which is the main factor influencing the donation loyalty with consumer-nonprofit identification as parametric variables. According to this study, it seems that the charity impulse caused by the concepts of autonomy of the self-determination theory has negative influence on consumer-nonprofit identification, donation loyalty. But relation-competence has positive influence to nonprofit organizations. Considering without any studies on donators' motivation of charity impulse from the aspect of psychology to non-profit organizations, as the very initial exploratory study, this study is conducted to analyze the possible factors to influence customers' motivation of chanty impulse on the basis of the self-determination theory so that it has a vital significance, which can furnish fundamental data to charitable organizations to carry out effective marketing strategies to guarantee the source of the money collection.

• Korean Journal of Social Welfare
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• v.68 no.4
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• pp.53-74
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• 2016

In this study, to verify influence that economic situations of a household unit have on donation behavior, after economic situations of a household unit were measured with income and assets by type and income to assets, effect which each variable has on secular giving was verified. This study used 3-year panel data of a total of 4,938 households based on the fifth to seventh year data as investigation data from 2012 to 2014 among data of financial panel investigation of Korea Institute of Public Finance of National Survey of Tax and Benefit. As an analysis method, a random effect tobit model was used. At the analysis result, it appeared that as scales of financial assets, earned income, property income, and transfer income become larger, the amount of donation increased. Also, it was represented that rates of income to assets had negative influence on secular giving. In case of demographic variables, education levels of householders and sizes of houses had relation of a positive direction. In case of ages, it appeared that they had inverted U-type relation. This study has meanings in that understanding of donation behavior of a household unit can be increased and expanded more and also implications related to intervention strategies of a household unit to expand sharing culture can be extracted by verifying influence which economic factors of a household unit have on donation behavior based on panel data.

• Korean Journal of Social Welfare Studies
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• v.47 no.3
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• pp.61-84
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• 2016

Competing theories predict that others' contributions might be either substitutes or complements to one's own. Based on such competing theoretical discussions, this study attempted to examine the relationship between information about other citizens' giving behavior and citizens' giving. To achieve study objective, this study utilized a natural field experiment that investigates citizens' voluntary contributions to three types of kettle (transparent kettle with no money, transparent kettle with a large amount of bills and coinage, and red invisible kettle) during Salvation Army Red Kettle Campaign in 2011 and 2012. The experiment took place at subway stations which does not differences in the amount donated in previous years. In this field experiment, this study manipulated information about other citizens' giving behavior available to citizens by altering the different red kettle donation boxes. This study found that there are no positive or negative information effect on individual citizens' contributions. The results did not show either crowding-out effect or crowing-in effect. Thus, this study showed that social information has statistically non-significant impact on the propensity to donate and the amount donated.

• Korean Journal of Social Welfare
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• v.59 no.3
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• pp.5-32
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• 2007

Using a national survey data conducted by the Beautiful Foundation, this study attempts to examine the bilateral relationships between philanthropic effort and social trust and between volunteering effort and social trust by using simultaneous equation model. This study also attempts to examine the socialization effect and intergenerational effect of philanthropy and volunteering in family, school, and community. This study found that both philanthropic effort and volunteering effort have a bilateral relationship with social trust. The bilateral relationship between giving and volunteering and social trust suggests that not only can social trust affect the increase of giving and volunteering but giving and volunteering can also influence social trust. Thus, by strengthening trust and facilitating giving and volunteering, we can construct and promote culture of sharing in our society. On the other hand, in the analysis on individual's educational experience in giving and volunteering during school years and individual's family experience (parental practice) in giving and volunteering during school years, it was found that family experience was statistically significant on philanthropic effort and volunteering effort. The result suggests that considering the validity of intergenerational effect in giving and volunteering, it is strategically vital for our society to facilitate and promote family practice in giving and volunteering throughout diverse programs and social marketing. Although this study has a limitation due to the limitedness of the original data, it made a significant contribution to advancing knowledge on the relationship between giving and volunteering and social trust by using elaborate analysis methods. This study emphasizes the necessity of continuous research; more advanced and systematic study based on a more elaborate model and solid data such panel data should be continued for a better understanding of philanthropic and volunteering behavior that can be an important soil for the development of nonprofit human service organizations. Finally, based on the results of the study, this study discusses research directions and practical implications to deepen and broaden the culture of sharing in Korea.

• Korean Journal of Social Welfare
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• v.59 no.2
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• pp.303-325
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• 2007

This study explores the relationship between marketing activities and brand equity in nonprofit organizations, specifically investigating the relational linkage between four selected marketing mix elements and brand equity through the mediating role of brand equity dimensions. Employing a structural equation model, the study empirically tests research hypotheses and finds some important implication for brand equity creation strategies for nonprofits. The results show that brand association is the only dimension that is positively related to brand equity, reflecting the current donation market in Korea where nonprofits have such a low presence that donors have little knowledge and chance to identify their brands and to build trust relationships with them. Furthermore, the results highlight the importance and roles of promotion and process marketing efforts, as they are proved to enhance brand association. The study also finds that promotion is positively related to brand awareness and process contributes to perceived quality and brand loyalty. Based on these findings, the study suggest that nonprofits make further efforts on active promotion and process development to create positive, differentiated images and better accessibility, and finally improve their brand equity.