비영리단체에 대한 기부충동이 기부의도에 미치는 영향에 관한 연구 = The Scale Development of Consumer's Charity Impulse: Focusing on Donation Behavior toward Non-profit Organization

다국어 초록 (Multilingual Abstract)

It is a study on the influence of the donators' motivation of charity impulse on their donation intention which donate to non-profit organizations. Based on the reflective-impulsive model and motivation-related grounds, this thesis paper analyzed the nonconscious-motivational charity impulse on non-profit organizations which is the main factor influencing the donation intention with conscious-motivational variables.
According to this study, reward sensitivity impulse on donation intention and functional impulse are related to donation intention positively. In other words, donators show concerns for reward for donation including tangible and psychological compensations. On top of that, functional charity impulse which is the tendency to act with relatively little forethought when such a style is optimal can come into donation intention.
It seems that the evaluation sensitivity charity impulse caused by the concepts of nonconscious motivation has negative influence on donation intention, which shows that donators tend to have very little impacts of external evaluations that occurred with donation behaviors.
Also, it seems that the nonplanning charity impulse caused by the concepts of nonconscious motivation has negative influence on donation intention, which explains donators are likely to donate with planned and systematic donation plans.
Considering without any studies on donators’nonconscious motivation of charity impulse from the aspect of psychology to non-profit organizations, as the very initial exploratory study, this study is conducted to analyze the possible factors to influence donators’charity impulse so that it has a vital significance, which can furnish fundamental data to charitable organizations to carry out effective marketing strategies to guarantee the source of the fund raising.

목차 (Table of Contents)

• 제 1장 서론 1
• 제 1절 연구의 배경 및 목적 1
• 제 2절 연구방법 및 구성 7
• 제 2장 이론적 배경 7
• 제 1절 기부에 대한 선행연구 7
• 1. 기부의 의미 7
• 2. 기부행위에 대한 이론 9
• 2.1 경제학적 관점 9
• 2.2 사회학적 관점 10
• 2.3 심리학적 관점 10
• 제 2절 기부행위에 영향을 주는 요인 11
• 1. 인구사회학적 요인 11
• 2. 심리사회적 요인(기부자의 내면적 측면) 12
• 2.1 감정적/인지적 측면 12
• 2.2 이타적/이기적 측면 13
• 3. 심리사회적 요인(기부자와 기부대상과의 관계적 측면의 요인) 15
• 4. 경험적 요인 17
• 7. 기부대상 단체에 대한 신뢰 52
• 제 4절 자료의 수집 52
• 제 4장 가설검정 및 분석결과 54
• 제 1절 단일차원성과 신뢰성 54
• 1. 탐색적 요인분석 54
• 2. 확인적 요인분석 59
• 3. 연구모형의 검정 61
• 4. 연구가설의 검정 62
• 제 5장 결론 64
• 제 1절 연구의 요약 및 시사점 64
• 1. 연구결과의 요약 64
• 2. 시사점 69
• 제 2절 연구의 한계 및 향후 연구방향 70
• 참 고 문 헌 73
• 설 문 지 82
• Abstract 89