• 한국콘텐츠학회논문지
• /
• 제14권6호
• /
• pp.119-128
• /
• 2014

재난 피해지역 사회적 경제조직의 역할 중요성에 대한 인식이 높아짐에 따라 이에 대한 기부 또한 늘고 있다. 이재민에게 직접 전달되는 의연금과 달리 피해지역 지원활동의 자금으로 전달되는 새로운 흐름이 일어나고 있는 것이다. 그동안 의연금에 치중되어 온 국내 기존연구에 더하여 본 논문은 사회적 경제조직 및 기부가 증가하고 있는 일본사례를 분석함으로써 한국에 대한 시사점을 도출하고자 하였다. 구체적으로 동일본 대지진 피해지역 사회적 경제조직과 온라인 기부 시스템에 초점을 맞추었고, 분석결과, 서비스 이용자에게 선택권을 부여함으로써 건전한 사회적 경제 시장 형성 및 고용창출에 기여하는 바우처 방식과, 지원자와 지원을 받는 자 간의 공감대 형성에 기여하는 시민기금이라는 두 가지 온라인 기부방식의 유효성이 제시되었다.

• International Journal of Internet, Broadcasting and Communication
• /
• 제16권3호
• /
• pp.305-312
• /
• 2024

This field study explores how varying target amounts influence donation behavior using real-world data from the online fundraising platform GoFundMe. We analyzed donation data across four different target amounts and found significant differences in donation patterns. Lower target amounts were found to encourage higher individual donations, while excessively high targets were less effective. The data revealed that donors tend to be more responsive to campaigns with achievable goals, possibly due to a perceived higher impact of their contributions. Conversely, campaigns with unrealistically high targets often struggled to gain traction, suggesting a potential donor deterrent effect. We believe these findings provide practical insights for nonprofits on setting realistic and achievable target amounts to maximize donations. Our study underscores the importance of strategic target setting in enhancing fundraising outcomes. We conclude that this insight has significant implications for how non-profit organizations approach their fundraising strategies, potentially improving the effectiveness of online charitable campaigns.

• 유통과학연구
• /
• 제21권1호
• /
• pp.33-43
• /
• 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.

• 한국컴퓨터정보학회논문지
• /
• 제20권2호
• /
• pp.181-185
• /
• 2015

본 연구는 기부문화에 대한 일반 대중들의 인식의 변화를 위해 누구나 손쉽게 다가갈 수 있는 게임을 제안하며, 이를 모바일 앱으로 구현하고자 한다. 본 연구에서 제안하는 앱은 NGO 단체들의 대표적인 온라인 활동 중의 하나가 될 수 있으며, 노래 게임를 이용하기 때문에 기부에 대한 부담보다는 재미를 느낄 수 있는 게임 앱이다. 본 연구를 통해 다양한 게임 형태의 기부 앱이 많이 활성화되며, NGO단체나 기업, 그리고 SNS를 통해 대중적인 기부문화 정착에 이바지 할 것으로 기대된다.

• 한국IT서비스학회지
• /
• 제23권2호
• /
• pp.1-12
• /
• 2024

This study aims to find ways to increase the declining donation intention by using machine learning techniques. To this end, in order to predict factors that affect donations between the MZ generation and the senior generation, various machine learning algorithms, including logistic regression analysis, are applied to build a model to determine variables that affect donation intention, and provide statistical verification and evaluation indicators. In this study, differences in donation intention by generation were expected as a variable affecting donation intention, and the senior generation was expected to show a higher donation intention tendency than the younger generation. However, although the research results were not statistically significant, the younger generation showed a higher intention to donate, and these results are interpreted to mean that value consumption and ethical consumption, which are important to today's MZ generation, also influenced donations. However, there were differences between generations in the amount of donations, and higher donation amounts were confirmed among the senior generation (those in their 50s or older) than the younger generation. In addition, the results of the logistic regression analysis showed that previous donation experience had a positive effect on future donation intention, and the more motivation and importance of donation and various social participation activities online and offline, the more active one became in donating.

• 유통과학연구
• /
• 제19권8호
• /
• pp.81-89
• /
• 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.

• 패션비즈니스
• /
• 제18권6호
• /
• pp.19-37
• /
• 2014

This study attempts to explain the unique patterns in Korean consumer behavior regarding the luxury fashion brands' donation activities by exploring the moderating effects of corporate ability (CA) and subjective norm (SN) on the relationship between donations and consumers' brand preference, brand trust, and purchase intention. A total of 209 completed questionnaires, collected from online surveys, were analyzed using moderated multiple regression. The result shows that donation amount information positively influences consumers' brand preference, brand trust and purchase intention toward luxury fashion brands. Next, CA strengthens the relationships between donation amount information and consumers' brand trust and purchase intention. SN from the opposite gender compensates for the negative effect of negative donation amount information on consumers' trust toward luxury fashion brands, whereas SN from the same gender does not influence those relationships. This study provides a deeper understanding of luxury fashion brands' donations and consumer responses in South Korea-one of the important test markets for luxury fashion brands to expand their business to Asian countries.

• 산경연구논집
• /
• 제11권3호
• /
• pp.19-28
• /
• 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.

• 한국콘텐츠학회논문지
• /
• 제22권1호
• /
• pp.292-309
• /
• 2022

최근 쌍방향성 통신 기술의 발달로 인해 인터넷 개인방송 플랫폼에 대한 수요가 증가하고 있다. 인터넷 개인방송은 시청자의 자율적인 후원금으로 수익을 창출하는데, 현재 후원행위에 관한 법률이 미비하다. 특히 미성년자가 후원을 하는 경우, 취소권을 행사할 수 있기 때문에 취소 과정에서 분쟁이 빈번하게 발생한다. 이때, 급부를 요구하는 후원행위의 경우, 일방적인 후원과 법적 성질 및 결과가 달라져 문제가 된다. 미성년자가 취소권을 행사하면 방송진행자는 급부 제공에 대한 보상은 받지 못한 채 후원금을 반환해야 하는 것이다. 본 연구는 통상적으로 증여로 인식되는 인터넷 개인방송 후원행위에서 쌍무계약성을 발견하고, 이로 인해 발생할 수 있는 방송진행자의 피해를 지적하며, 미성년자의 취소권이 배제되는 경우인 미성년자의 사술에 주목하여 관련 판례와 후원 절차를 검토하고, 미성년자의 취소권을 침해하지 않는 선에서 진행자를 보호하는 법리를 제시한다. 모호한 법리적 상황을 학문적으로 규명하고, 분쟁예방 절차를 제시하여 해당 산업에 긍정적인 영향을 가져올 수 있다.

• International journal of advanced smart convergence
• /
• 제11권1호
• /
• pp.64-69
• /
• 2022

The current research examines whether consumers' preference for credit card benefits (i.e., general credit card benefits vs. credit card benefits related to green life) differs according to their pro-environmental disposition. Specifically, we predict that for consumers with high (vs. low) pro-environmental disposition, their preference for credit card benefits related to green life will be higher, while preference for general credit card benefits will not be different between low and high pro-environmental disposition groups. An online survey (N = 487) was conducted to test the hypotheses. Consistent with the hypotheses, the results indicate that (1) respondents with high pro-environmental donation intention, as compared to those with low pro-environmental donation intention, had higher preference for credit card benefits related to green life; and (2) there was no significant difference in preference for general credit card benefits between high and low pro-environmental donation intention groups. We suggest an important insight into how credit card companies approaching ESG issues can increase their consumers' preference for credit card benefits relevant to green life, considering consumers' individual differences such as pro-environmental disposition.