비영리조직 기부자의 기부동기가 기부만족과 기부지속성에 미치는 영향 : 신뢰, 몰입의 매개효과를 중심으로

다국어 초록 (Multilingual Abstract)

The objectives of non-profit organization are to make our society healthy rather than seeking profit. However, the challenging task of the non-profit organization is to make sufficient funds through donations. Therefore the marketing concept of profit organization has to be introduced into non-profit organization, and the study on fund raising is necessary.
There has been much amount of researches so far that focus on motivations and factors for donation. This study is about the importance of ongoing donation and attempts to look into the main cause of donators' giving behavior, trust and commitment in marketing.
First of all, the constructs as giving satisfaction, trust, and commitment are proposed to have influence on the sustainable fund raising. Factors which have influence on giving satisfaction are classified into social and individual factors of donation. Social factors which affect on the giving satisfaction are alienation, glare, belonging, social identification, and friendship. Also, individual factors which affect on the giving satisfaction are self-esteem, private utility, altruism motive, and affirmative consideration.
Based on the constructs, ten hypotheses are proposed to analyze the relations among the factors, and the model for giving substantiality is proposed to integrate the hypothetical path. In order to test the hypotheses, measurement tools are developed and data are collected through the questionnaire. Due to the complexity of the paths, structural equations are used to test the propositions. The subjects of this study were included in the analysis which was performed using SPSS 20 and AMOS 20. The results of the analysis came out to be within the acceptable range of the application model.
The consequences of the hypothesis are as follows: First, individual motivation has influence on giving satisfaction, and affects commitment, and social motivation doesn't have influence on giving satisfaction, but it has influence on trust. Second, giving satisfaction has influence on trust and giving substantiality, but it doesn't have influence on commitment. Third, trust has influence on commitment, and commitment affects giving substantiality, but trust doesn't have influence on giving substantiality.
Centering on such suggestions from the marketing point of view, operational points that could be used as fundamental reference for donation strategies are suggested as follows: First, as in the research related to existing trust, commitment and satisfaction as donating factors are proved to be useful in explaining donation behaviors. Second, it is verified in this study that the donation motivation can be divided into social and individual motivations through analysis of exploratory and confirming factors. In order to improve the efficiency, the individual motivation in particular plays a comparatively important role. Third, it is evident that giving satisfaction explains the donors' giving substantiality effectively because giving satisfaction affects trust, and trust affects commitment.
At last, this study will be the opportunity to expand the perspective that affect donations, and is meaningful in providing the foundation to sustainable strategies in the donation environment.

목차 (Table of Contents)

• I. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 5
• 3. 연구의 내용 및 구성 6
• II. 이론적 배경 10
• 1. 비영리조직 10
• 1) 비영리조직 정의 10
• 2) 비영리조직 특징과 역할 12
• 3) 비영리조직 자원으로서 기부 13
• 4) 비영리조직의 마케팅 17
• 2. 기부동기 20
• 3. 기부만족 31
• 4. 기부 지속성 39
• 1) 신뢰 39
• 2) 몰입 44
• 3) 지속성 53
• III. 연구 설계 61
• 1. 이론모형 61
• 2. 연구가설 61
• 1) 기부만족의 선행변수 62
• 2) 기부만족과 신뢰, 몰입, 기부지속성 간의 관계 63
• 3. 연구모형 66
• 4. 조사설계 68
• 1) 조사 대상 68
• 2)설문지 구성 69
• IV. 실증 분석 71
• 1. 응답자 특성 71
• 2. 신뢰성 분석 74
• 3. 변수의 상관관계 분석 75
• 4. 탐색적 요인분석 76
• 1) 적합성 검정 76
• 2) 타당성 검정 77
• 5. 확인적 요인분석 79
• 1) 확인 요인분석 79
• 2) 타당성 분석 80
• 6. 구조방정식 모형 분석 83
• 1) 경로분석 및 가설검정 83
• 2) 가설검정 결과 해석 85
• 3) 간접효과 분석 89
• 7. 추가분석 91
• V. 결론 96
• 참고문헌 103

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