자선단체기부자의 기부동기와 기부행동에 관한 실증연구

다국어 초록 (Multilingual Abstract)

Since 1970`s in America, the research of non-profit sector has been actively initiated and made under the title of non-profit organization, social welfare or their similar themes as a traditional study, which emerged as the core task of social scientists. But Korea has not readily developed this kind of study of non-profit marketing and furthermore, actually there are few studies on donation culture. However, the expansion of the fund-raising of the non-profit organizations and the donation culture becomes the important social issue in reality. Recently, the concerns and consciousness of the general public tend to change from quantitative growth in past times to qualitative life according to the enhancement of the economic level. And the demand of the public about social welfare has been largely increased and the size and number of non-profit organizations that request financial support has been remarkably augmented. But under consideration of financial dimension of current government, the financial expenditures for non-profit organizations are very low in comparison with those of the advanced countries. Such kind of situation finally arrives to search for individual donators for securing income sources in activities and operation of non-profit organizations and each non-profit organization becomes to have the consciousness of necessity of efforts of fund-raising and marketing strategy. While, the national non-profit organizations faced new and difficult missions that they have not experienced in activities of fund-raising is how to construct the foundation of individual donator against deficit finance. Those missions are as follows; first of all, what is the motivation of the individual donator?, and what motivation do we give to the individual donators according to the type of non-profit organizations? Recently nonprofit organization takes increasingly significant roles in solving social problems in Korea, they are exposed to the financial problems. The charitable giving for nonprofit organizations is very important to strengthen NPOs. Especially, individual giving to the charity would contribute to achieve the financial stability of nonprofit organizations in Korea. The primary objective of this research is to identify giving behavior of donors for charitable organizations in Korea and the factors that predicts the motivation of donors` giving behavior. Especially, the national nonprofit organizations are facing to the new and difficult missions that they have not experienced in activities of fund-raising such as how to construct the foundation of individual donator against financial deficit. Those missions are as follows; what are the giving motivations of the individual donator and what are the motivations do individual donators have for the type of nonprofit organizations. This paper also attempts to identify factors affecting the individual giving behaviors. This study uses the data based on the responses of 147 participants among 500 donors selected randomly from donor population of K charitable organization. The findings are as follows: the major motivations of individual giving behaviors were identity salience, a reciprocity, and rational giving. This paper contributes to promote understanding on individual giving motives and behaviors in Korea. Finally, this paper discusses directions of future research concerning on individual giving in Korea. The suggestions and expectancy effect of marketing are briefly summarized as follows: First, we construct the pattern and profile of individual donator`s motivation and the strategic frames of individual donator market. Second, based on the identification of the valuables in motivation according to type of non-profit organization, we promote the efficiency of donation activities by providing references. Namely, the fund-raising-related people of non-profit organization have to develop effectively a brief and integral fundraising-strategy-program with a few of valuables. Third

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