기부지역 선택행동에 대한 영향요인 탐색: 국내기부와 해외기부의 비교를 중심으로 = An Exploratory Study about Factors on International Giving vs. Domestic Giving: A Comparison among Three Groups

국문 초록 (Abstract)

본 연구는 최근 우리사회에서 급격히 증가하고 있는 해외기부행동과 관련된 현상을 탐색해 보고자 한다. 특히 해외기부행동에 대한 관심에서 본 연구는 기부자를 크게 세 범주(해외만 기부, 국내와 해외 모두 기부, 국내만 기부)로 구분하고, 이 중 국내만 기부하는 집단을 준거집단으로 하여 기부 지역 선택에 영향을 미치는 요인들을 분석하였다. 자료는 아름다운재단 기부문화연구소에서 전국민을 대상으로 실시하는 Giving Korea 2010 자료를 활용하였다. 기부자의 선택에 영향을 미치는 요인으로는 인구사회학적 요인, 심리 행동적 요인(사회기관 신뢰, 자원봉사 경험), 기부동기 및 고려 요인(기부동기, 기부 시 고려사항)을 중심으로 살펴보았으며, 분석을 위해서는 다항로짓회귀분석모형(multinominal logit model)을 사용하였다. 인구사회학적 요인 중에서는 성별과 연가구 소득이 통계적으로 유의한 영향을 미치는 것으로 나타났으며, 종교(무교와 가톨릭)와 직업(주부/학생/무직과 농임어업/자영업)은 제한적인 수준에서 유의한 것으로 나타났다. 심리 행동적 요인으로는 정부 기업 언론에 대한 신뢰가 유의한 영향을 미치며, 자원봉사 정기성(비자원봉사와 비정기성)은 제한적인 수준에서 유의한 것으로 나타났다. 기부동기 및 고려 요인으로는 내적동기(동정심), 외적동기(경제적 여유, 세제혜택, 주변인물의 요청, 가족의 전통과 문화), 기부 시 고려사항(기관의 신뢰성, 우리사회 개선효과)이 유의한 변수인 것으로 나타났다. 본 연구는 이전에 기부자를 동질적 집단으로 가정한 기존 연구의 한계점을 극복하고 보다 세분화된 기부자 집단에 대한 이해를 제고하는데 기여하는 의의를 지닌다. 또한 향후 확대 가능성이 높은 해외기부에 대한 새로운 지식기반을 마련하고 후속 연구를 위한 이해의 토대를 구축하였다는 측면에서도 연구의 의미를 갖는다.

다국어 초록 (Multilingual Abstract)

This study attempts to explore the factors affecting international giving and more comprehensive giving (combined giving of domestic and international giving) which are growing rapidly in Korean society. In order to understand such giving behaviors, this study classifies donors into three categories by giving area (domestic giving only, international giving only, international and domestic giving) and analyzes the factors influencing their choice in giving by setting the domestic giving group as a reference group and comparing with it. For the analysis, this study utilized the Giving Korea 2010 data constructed by the biennial national survey by the Beautiful Foundation. It examines the effects of citizens` demographic factor (age, gender, education, household income, religion, marital status, and occupation), psychological behavioral factor (trust toward social institutions and volunteering experience), and the factor of motivation and consideration in giving (giving motivation and considerations in giving-trust level of the charity organization, reputation level of the charity organization, and impact level by the charity organization) by employing a multi-nominal logistic regression model. The results show that gender and household income in demographic factor have statistically significant effects on donors` choice of combined giving (domestic and international giving) and religion and occupation also have statistical significance at a marginal level. In psychological behavioral factor, trust toward government business corporation media has statistically significant effect on international giving and irregular participation in volunteering has statistical significance on the combined giving (domestic and international giving) at a marginal level. Finally, in the factor of motivation and consideration in giving, internal motivation (sympathy), external motivation (financial affordability, tax benefit, solicitation from significant others, family`s tradition and culture), trust level of the charity organization and impact level by the charity organization show statistically significant effects on donors` combined giving (domestic and international giving). As the first study on domestic giving, international giving, and combined giving in Korea, this study broadens and promotes the understanding on such giving behaviors and influential factors. Moreover, it can contribute to setting a new foundation of knowledge for further research in this topic.

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