• 유통과학연구
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• 제19권8호
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• pp.57-67
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• 2021

Purpose: The purpose of this study was to explain the application of TPB and personal happiness on donation behavior and willingness to donate. Research design, data, and methodology: The population of this research is people in Indonesia who have a tendency in its culture to donate. The sample size used was 245 people with a purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. Result: The results show that the subjective norm had appositive and significant effect on attitude to donate; subjective norm has appositive and significant effect on the donation behavior. Personal happiness has a positive and significant effect on attitude to donate, and personal happiness also has a positive and significant effect on the donation behavior, and the donation behavior has a positive and significant effect on the attitude to donate. Conclusions: Being a responsible person to other people's conditions, as you see other people needing help, you will feel that you have the power to help them. you are often helping people in need, which concludes you are a compassionate person.

• 유통과학연구
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• 제21권1호
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• pp.33-43
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• 2023

Purpose: The present study demonstrates the netnography technique to explore and understand crowds' perceptions on the donation distribution by charitable crowdfunding platform official social media, Facebook. Research design, data and methodology: This paper conducts a netnography design to examine the perceptions of online communities on four prominent charitable crowdfunding platforms' Facebook. A total of 93 comments are studied by collecting and analyzing their comments thematically. Results: This study illustrates two main themes which are 'Recommended Review' and 'Non-Recommended Review'. 'Recommended Review' can be explained into six sub-themes which are 'Role of Religion', 'Encouragement to Donate', 'Platform Reliability', 'Volunteering Value', 'Platform Support', and 'Donation Convenience'. While 'Non-Recommended Review' reveals that 'Rejected Donation Amounts', 'Rejection of Advertisements', and 'Review by Authorities'. Conclusion: Online community comments play an important role in providing input to the experience of donating through charitable crowdfunding. The crowdfunding platform can make a benchmark for the services offered. The comments are needed to be given attention by maintaining the interaction between the platform and donors to recruit new donors and maintain existing donors. This study provides better understanding on online community perception towards charitable crowdfunding platforms. This study also contributes the discussion on charitable crowdfunding and online marketing literatures.

• 유통과학연구
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• 제16권4호
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• pp.49-56
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• 2018

Purpose - The purpose of this study is to provide managerial implications for retail brand managers. Specifically, current study divide donation type into direct donation(e.g., corporate philanthropy) and indirect donation(cause-related marketing) and investigate the donation type on the purchase intention. Also, this research intends to provide the mechanism between the donation type on the purchase intention by showing the mediating role of the consumers' perceived warmth. Moreover, the moderating role of the brand type(non-luxury vs. luxury brand) between the donation type, the warmth perception, and the purchase intention will be examined. Research design, data, and methodology - A total of 174 undergraduate students from a university in Korea were recruited and were randomly assigned to the conditions of a 2(donation type: indirect vs. direct) X 2 (brand type: non-luxury vs. luxury) between-subjects design. The hypotheses were tested using SPSS 21.0. Two-way ANOVA and multiple regression analysis were performed. Results - Empirical results showed that the consumers' perceived warmth was higher in the direct donation condition than the indirect donation condition and moreover this influence of the donation type on the perceived warmth was moderated by the brand type. Specifically, the influence of donation type on the perceived warmth was significant only for luxury brand. And there is an interaction effect of donation type and brand type on the purchase intention. More specifically, the purchase intention for luxury brand was higher in the direct donation condition than the indirect donation condition whereas the purchase intention for non-luxury brand was higher in the indirect donation condition than in the direct donation condition. Conclusions - This research contributed to the CSR literature of retail brand management by showing that the influence of the donation type and the brand type on the purchase intention. Moreover, this study enriched CSR literature by introducing Stereotype Content Model and showing the mediating role of the consumers' perceived warmth. Managerially, these results suggested retail brand managers of non-luxury brand and luxury brand how to select an appropriate type of donation and conduct CSR strategies.

• Asian Journal of Business Environment
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• 제5권1호
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• pp.27-35
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• 2015

Purpose - The study aims to investigate the effects of ethical management on corporate image and purchase intention. Research design, data, and methodology - The study employs monthly time series data from October 2013 to November 2013, analyzing variables to verify hypotheses. These concern three questions on marketing communication, five on public interest business activities, four on donation & sponsorship, two on donation & sponsorship activities, six on corporate image, four on volunteer service, and five on demographic characteristics. Results - Hypothesis 1, "Ethical management in marketing communication, public interest business, donation & sponsorship, and volunteer service positively affects corporate image," was partially adopted with significant regression of marketing communication, public interest business activity, and donation & sponsorship. Hypothesis 2, "Ethical management such as marketing communication, public interest business, donation & sponsorship, and volunteer service positively affects purchase intention," was partially adopted with significant regression of marketing communication and public interest business. Hypothesis 3, "Corporate image positively affects purchase intention," was adopted at significant regression. Conclusions - Ethical management influenced purchase intention and corporate image.

• 산경연구논집
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• 제11권3호
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• pp.19-28
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• 2020

Purpose: As nonprofit organizations have made strides in international development, ensuring financial resources has become pivotal to determine what nonprofits strive for and how they perform with the budget generated without efforts for profit-making. The purpose of this research aims to investigate the determinants of donation intention that are affected by television fundraising campaigns in order to improve financial sustainability. This study applied the effects of emotional sympathy, economic value, accountability, relevance, and sustainability on donation intention. Research design, data, and methodology: This study collected data via an online survey by classifying respondents based on donation experiences and applied statistical analyses such as factor analysis, regression, and ANOVA. This study selected television fundraising campaigns aligned with criteria of the Sustainable Development Goals (SDGs). Results: The results of this study showed that emotional sympathy was a dominant variable regardless of previous donation experiences, while economic value was significant for inexperienced donors. Conclusions: The results provide implications to nonprofit organizations for fundraising as to what aspects need to be addressed in order to draw donors' motivation for giving behavior. Given efforts for successful implementation of development agenda, it is fundamental to establish financial sustainability of nonprofit organizations and build up public awareness.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.1155-1169
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• 2021

This study will explain the determinants factors that can increase donation behavior in public funding. The originality of this study is the use of Agreeableness Personality and Social Exclusive as predictors in Theory of Planned Behavior. Besides that, this study involves Attitude, Perceived Behavioral Control, Religiosity, Intention to Donate, and Donation Behavior. The population of this research is all people registered as active participants of BPJAMSOSTEK in East Java Province, of which 400 people are used as samples. The data analysis method used to test the hypothesis is SEM, which was conducted by utilizing the WarpPLS 6.0 software. The study found that Agreeableness Personality significantly had a positive effect on Attitude and Perceived Behavior Control, while Social Exclusive only significantly had a positive effect on Perceived Behavior Control. Attitude and Perceived Behavior Control influence the Intention to Donate positively, then consequently had a positive effect on Donation Behavior. Religiosity tends to strengthen the influence of the Intention to Donate to Donation Behavior. To improve donation behavior in the general public, BPJAMSOSTEK must organize a form of labor protection efforts to bring prosperity to all workers in Indonesia.

• 유통과학연구
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• 제12권8호
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• pp.113-121
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• 2014

Purpose - Recently, the number of corporations that practice environmental and social responsibility, besides engaging in traditional profit-seeking activities, has been growing steadily, as interest in Corporate Social Responsibility (CSR) is increasing. Recent research on CSR practices has identified the relationship between CSR activities and corporate value as one of the main issues in this respect. Considering that donations constitute a large proportion of a company's charitable activities, we considered the extent of donation expenses as a charitable activity in order to mitigate sample selection bias. Specifically, we analyzed the impact of donation expenses on firm value, while investigating if this impact varied in response to the level of corporate governance of firms. Research design, data, and methodology - We used non-financial firms listed on the Korean Stock Exchange, having their fiscal year end in December, and the sample period was 2006-2013. For the dependent variable, Tobin's q was used as the corporate value, and for the independent variable, donations were measured as the donation-expense-to-sales ratio. Corporate governance scores, as rated by the Korea Corporate Governance Service, were used to measure corporate governance levels because they consider the overall aspects of governance, including ownership structure, the board of directors, and the audit mechanism of individual companies. To examine the impact of donations on a company in relation to the level of corporate governance, we estimated regression models using the interaction terms of the governance dummy and donation variables. Then, we further estimated the regression models of two sub-samples that were classified according to the level of corporate governance. Similar to previous studies, the study uses variables that affect firm value, such as R&D expenditure, advertising expenses, EBITDA, debt-to-equity ratio, sales growth, company age, and company size as control variables. Results - The empirical results show that firm value significantly increased in response to an increase in donation expenses. Upon including the interaction terms of governance level dummy variables and donations, the coefficients of the interaction terms show significant positive values, while those of donation variables show significant negative values. In the strong governance sub-sample, the relationship between the donation expenses and corporate value was statistically positive (+) and significant. However, in the weak governance sub-sample, the relationship between the donation expenses and corporate value was statistically insignificant and negative (-). Conclusions - The empirical results suggest that donation expenses are significantly linked to an enhanced corporate value if firms have a good corporate governance structure. However, if the corporate governance structure is weak, the same relationship is not necessarily observed. The results of this study show that if a firm has high corporate governance, CSR practices enhance the company's reputation such that it has a positive (+) relationship with corporate value. If a firm has weak corporate governance, on the other hand, CSR practices are recognized as an agency cost and do not increase corporate value.

• 유통과학연구
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• 제12권3호
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• pp.55-63
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• 2014

Purpose - This study aims to examine differences in donation behavior as surrogates of prosocial consumption behavior among three generation types. Further, it attempts to examine the moderator roles that affect donation behavior influenced by the difference in generations. Research design, data, and methodology - This study used the statistical ANOVA technique to examine generational difference. Surveys were structured differently by ages, as 20th, 30th, 40th, 50th, 60th, and 70th to classify generations into each group. A survey to measure the psychological distance was performed to identify whether the respondents intended to donate to a domestic or overseas target. Results - First, subjective judgment of psychological distance has no effect on objective donation behavior. Second, though the result of the relationship with moral identity is not statistically significant, it provides evidence that a higher moral identity level possesses more donation behavior. Further, groups with higher symbolization tend to donate more than the others. This was especially evident among the young and baby boomer generation. Conclusion - This empirical study suggests that marketers need to differentiate the market segment of the baby-boomer generation with high purchasing power of prosocial consumption.

• 한국비블리아학회지
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• 제29권3호
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• pp.179-208
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• 2018

이 연구에서는 공공도서관의 부족한 운영 예산의 한계를 극복하고, 도서관에서의 기부를 활성화 할 수 있는 방안을 제안하기 위하여 공공도서관에서 수행되었던 기부 사례를 분석하였다. 2016년 한국도서관협회에서 실시한 출판계 기증도서 보급사업에 참여한 공공도서관 담당자를 대상으로 공공도서관에서의 기부활동에 대한 인식을 조사하였다. 사업에 참여한 결과와 2016년 공공도서관에서 자체적으로 실시한 기부활동의 결과에 대한 인식을 조사, 분석하였으며, 도서관 기부 관련 선행연구 및 국내외 사례를 조사하여 공공도서관 기부활동의 한계점과 개선사항을 도출하고 이를 극복하기 위한 방안을 제시하였다.

• 유통과학연구
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• 제19권8호
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• pp.81-89
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• 2021

Purpose: Traditional charity retail needs to change its communication in the online environment. This article examines the effectiveness of communication by online charity organizations in terms of the type of messages being delivered. Research design, data and methodology: Study 1 based on a sample of 120 Korean adults, we investigated whether charity asking messages for domestic people, compared to those for foreign people, prompt more favorable evaluations when framed with low (vs. high) construal levels. In Study 2, with 120 Korean adults sample, we tested whether emotional message appeals prompt a more favorable response than rational messages when framed in a socially close. Results: According to the result of Study 1, for the domestic recipients, donation messages situated in the near, compared to the distant, future induced more favorable reactions from potential donors. Moreover, in Study 2, emotional (vs. rational) message appeals generated more positive donation intentions when they were framed in the socially close situation. Conclusions: This research contributes that differing consumer construal have important implications for how marketing communication might best gain charitable support. This suggests that marketers who design a donation message should consider message's appeal and type to activate the potential donors' willingness to participate in the campaign.