기부노력에 대한 기부동기와 기부대상 인지매체의 상호작용 효과에 관한 연구

다국어 초록 (Multilingual Abstract)

This study attempts to examine effects of internal motive, external motive and recognition channels about the target of giving on donors giving efforts. In addition, this study examines interaction effects of internal motive, external motive and recognition channels about the target of giving on donors giving efforts by using ANCOVA on the data of ‘2008 national survey on giving and volunteering conducted by the Beautiful Foundation.
The results are as follows: the internal motives for donation and the recognition channels have statistically significant differences on donors giving efforts. However, the external motives for donation does not have statistically significant differences on donors giving efforts. In the internal motives, ‘social responsibility as a citizen is the most distinguished category that is related to highest donor efforts; and in the recognition channels, ‘verbal delivery or transmission by donors (word-of-mouth) is the most distinguished category that is related to highest donor efforts. In addition, recognition channels have diverse combinational effects with motives for donation. Thus, it is found that the recognition channels can function as statistically significant moderator in the relationships with motives for donation.
This study finally discusses theoretical implications for future study and practical implications for fund-raising strategies on the results.

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