개인기부자의 기부 관여수준에 영향을 미치는 요인에 관한 연구 = A study on factors influencing donation involvement levels of donors

다국어 초록 (Multilingual Abstract)

It is very important for a social welfare organization to mobilize private resources not only for mobilization of social welfare finance but also for the participation of the community residents. Though the role of individual donor is important to mobilize private resources, the issue of donor decision making has received scant attention.
In this study, the decision making process of donor was investigated based on the consumer behavior theory. since it is the theory to analyze the decision making process of consumer on the basis of social-psychology theories, it can be applied to the decision making process of donor effectively.
In the same way that different types of purchases can be identified according the involvement level of purchases, donation types can be formed on this basis. The involvement level of donation can be defined by the extent of concern regarding donation or perception about importance of donation. The involvement level of donation was analyzed according to the level of effort, periodicity and channel of donation.
The objectives of this study are to (1) invest the effect of personal background, previous experience, psychological, and method of donation on the involvement level of donation, and (2) provide the basis for establishing the effective strategies in donor mobilization by analyzing these characteristics of charitable donating behaviors of donators.
This study performed the secondary data analysis using with data collected by the Gallup. Total 490 cases participated in charitable donation in the 2001 year were used for the analysis. To analysis this data, descriptive analysis, regression, and logistic regression were used by spss10.0.
The major findings were as follows;
1) of the personal background of the donor, age, education level, monthly salary, monthly household income, occupation, and marriage status were meaningful.
2) of previous experience of the donor, indirect experience from parents' voluntary services, experience of young people group activity, religion activity, and collection of contributions activity were meaningful.
3) of psychological characteristics, normative motivation, loss-benefit motivation, and level of trust toward agency were meaningful.
4) of method of donation, direct giving method and other giving method had higher involvement level of donation than ARS giving method.
In the theoretical perspective, this study carries an important meaning to offer the basis of later studies as attempting to analyze donating behaviors through consumer behavior theory. In the practical perspective, this study carries an important meaning to offer the basis to establish the marketing strategies for donor through dividing into the involvement level of donor.

목차 (Table of Contents)

• 목차
• 제 1 장 서론 = 1
• 제 1 절 문제제기 = 1
• 제 2 절 연구목적 및 의의 = 7
• 제 2 장 이론적 배경 = 8
• 제 1 절 기부에 관한 제이론 = 8
• 1. 기부동기에 관한 연구 = 9
• 2. 사회학습이론 = 15
• 3. 역할정체성이론 = 17
• 제 2 절 기부와 기부관여도 = 18
• 1. 기부의 개념 = 18
• 2. 기부의사결정과 소비자의사결정 = 20
• 3. 기부관여도의 의의와 결정요인 = 23
• 4. 기부관여수준과 의사결정유형 = 26
• 5. 기부관여수준 관련 선행연구 = 29
• 제 3 절 기부행위의 영향요인에 관한 선행연구 = 30
• 1. 개인적 배경 요인 = 30
• 2. 선험적 요인 = 31
• 3. 심리적 요인 = 32
• 4. 기부방법 = 35
• 제 4 절 연구모형 및 연구가설 = 36
• 1. 연구모형 = 37
• 2. 연구가설 = 38
• 제 3 장 연구방법 = 39
• 제 1 절 연구대상 및 자료수집절차 = 39
• 제 2 절 변수정의 및 측정 = 39
• 제 3 절 조사방법 = 46
• 제 4 장 연구결과 및 분석 = 47
• 제 1 절 조사대상자의 기술적 분석 = 47
• 제 2 절 자선적 기부노력에 영향을 미치는 요인 = 56
• 제 3 절 자선적 기부의 정기성에 영향을 미치는 요인 = 58
• 제 4 절 자선적 기부의 참여경로에 영향을 미치는 요인 = 61
• 제 5 장 결론 = 64
• 제 1 절 연구결과 요약 및 논의 = 64
• 제 2 절 연구의 함의 및 한계점 = 69
• 참고문헌 = 71
• ABSTRACT = 77