대학생의 기부 시작과 지속 원인 비교: 계획된 행동이론, 기부동기, 사회자본 요인들의 통합을 중심으로 = An Explanation of College Students’ Initiation and Persistence of Giving: Testing an Integrared Model of the Theory of Planned Behavior, Motivation and Social Capital

다국어 초록 (Multilingual Abstract)

This study tests an integrated model for explanation of college students’ giving. It includes motivation factors such as empathy and moral norm and social capital factors such as social trust and sense of community, which in turn affect three factors of the theory of planned behavior such as subjective norm, attitude, perceived behavioral control. This study examines the effects of those explanatory factors on giving intention in two groups of both non-experienced and experienced groups of giving to explain a difference between initiation and persistence of giving. Using data from 266 college students in Seoul, results show that empathy has a direct and indirect effect on giving intention in a non-experienced group, while it has not a direct but indirect effect on it in an experienced group. It is found that moral norm has a direct and indirect effect on giving intention in both non-experienced and experienced group. It is shown that social capital factors have a direct effect on giving intention, but social trust has a significant effect on giving intention in a non-experienced group, while a sense of community has a significant effect on it in an experienced group. Results show that both attitude and perceive behavioral control have strong influences on giving intention in both groups. Attitude has a significant and strong effect on both groups, even though it is expected to has a strong effect in an experience group. But consistent with hypothesis, it is revealed that subjective norm has a significant effect in a non-experienced group but not a effect on an experienced group.