기부금 조성을 위한 간청 전략 = 동일시의 세 가지 차원을 이용한 로열티 효과 비교

다국어 초록 (Multilingual Abstract)

There has been little research studying giving behavior for a non-profit organization to operate efficiently compared to its importance. It is urgent for a university, a kind of non-profit organization, to establish the strategy for securing finances and receiving donations in fierce competitive circumstances. According to existing research, donation by solicitation is more common than voluntary donation. Therefore, raising donation strategy needs to introduce the strategic variables which are related to solicitation for donation. In this vein, this article finds that most donors who have the experience of donation are alumni and they tend to identify themselves with their alma maters. Thus, the aim of this study is to examine which solicitation strategy makes individual to identify oneself with the non-profit organization and finally lead to donate. Specifically, first, this study examines how cognitive identification, evaluative identification and emotional identification, which are parts of the giving motivations of donors, affect giving behavior. Second, this study investigates methods of solicitation strategies that arouse donor to identify, and analyzes the difference between solicitation strategies based on three kinds of identification. Lastly, this study investigates how solicitation strategies affect loyalty by mediating effects of the three-dimensional identification. To reach these goals, this study used existing database of donors who donated to Y University from May 1st 1996 to Feb 28th 2007, and next extracted samples of 252 people using quota sampling on the basis of this objective data, and then conducted a survey. Structural Equation Modeling on the basis of the results of existing objective donation data and survey were done to analyze. As a result, one among seven hypotheses were rejected and the others were all supported. The results are as follows. First, regarding the effects of identification on giving behavior, emotional identification had a bigger effect on loyalty than cognitive identification and evaluative identification. Second, as the effects of primary contents of solicitation on identification, specific cause and emotional empathy had positive effects on emotional identification. Second, regarding the effects of techniques of solicitation on identification, sentimental message and personal relationship had positive effects on cognitive identification, and interaction had a positive effect on emotional identification, while social comparison had no significant effect on evaluative identification. The significance of this study is as follows. First, This study introduces solicitation variables that have rarely been studied in marketing and divides identification into three dimensions and analyzes their relative influences. Second, this study tries to maintain the rigor of the model by analyzing data collected from the survey together with donors` existing database.

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