비영리단체 브랜드 이미지가 기부의도에 미치는 영향 = The Effects of NPOs Brand Image on Donation Intention

다국어 초록 (Multilingual Abstract)

This study examined the influence of nonprofit brand image and trust on donation intention. Different from the past studies, in this study we postulated that the consumers’ trust played an essential mediating role in the relationship between the four dimensions(usefulness, efficiency, affect, dynamism) of nonprofit brand image and donation intention. Also, we suggested four dimensions of nonprofit brands emerged in the new scale in considering domestic situation.
The results of data analysis showed that the two dimensions(affect, dynamism) of brand image positively influenced on the trust. However, the two dimensions(usefulness, efficiency) of brand image had a significant impact not on the trust. Finally, the trust toward a non-profit organization had a significant influence on donation intention. Thus, this study demonstrated that trust indeed played a mediating role between nonprofit brand image and the donation intention.

국문 초록 (Abstract)

최근 들어, 비영리단체는 교육 및 소비자 권익보호, 보건복지 및 의료, 문화와 예술, 종교, 환경보호 등의 다양한 분야에서 활발한 활동을 하고 있다. 이로 인하여 과거와 다르게 소비자들의 머릿속에 다양한 브랜드 이미지를 형성하고 있다. 이에 본 연구는 비영리 브랜드 이미지의 네 가지 차원(유용성, 효율성, 영향력, 역동성)을 제시하고, 이러한 브랜드 이미지가 기부의도에 영향을 미치는데 있어 비영리단체 신뢰의 매개효과를 고찰하였다.
구체적인 분석결과, 먼저 비영리단체 브랜드 이미지 중 영향력은 비영리단체 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 비영리 브랜드 이미지 중 역동성은 비영리단체 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 비영리 브랜드의 유용성과 효율성은 비영리단체 신뢰에 유의한 영향을 미치지 않는 것으로 나타났다. 끝으로 비영리단체에 대한 신뢰는 소비자의 기부의도에 긍정적인 영향을 미치는 것으로 나타났다.

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