MZ세대 대학생의 기부행동 예측모형: 합리적 행동이론을 중심으로 = A Prediction Model for MZ Generation College Students’ Donation Behavior: Focusing on the Theory of Rational Action

다국어 초록 (Multilingual Abstract)

This study aims to explain and predict the donation behavior of college students, a representative group of the MZ generation who will lead the future, by verifying the prediction model. This study collected data from July to October 2022 from 351 university students. SPSS Window 18.0 and AMOS 17.0 were used to analyze the fit of the hypothesis model and verify the hypothesis using the covariance structure method. As a result of the analysis, the model fit indices of the research model were χ2/df=2.97 ( <.001), GFI=.89, AGFI=.84, NFI=.91, CFI=.87, RMR=.08, and RMSEA=.08. Donation experience (γ=.09, =.049), donation attitude (γ=.13, =.014), sense of community (γ=.14, =.024), social justice (γ=.18, =.004) and donation intention (γ=.45, =.015) had a direct effect on increasing donation behavior. In addition, donation attitude (γ=.11, =.013), sense of community (γ=.09, =.009), and donation fun (γ=.11, =.014) influenced the increase in donation behavior through donation intention. It is necessary to develop and apply specialized programs centered on the derived variables to increase donation behavior.