기부자의 상황인식이 비영리조직 기부의도에 미치는 영향

Abstract

Most studies on factors affecting the motivation of giving are focused on the areas such as inner motivation of individual donors and demographic analysis of donors. These studies provide frameworks for the analysis of who donates but have limitation explaining in who contributed to some issues. In this study, the effects of the problem recognition of social issues, constraint recognition, and involvement recognition on situational problem-solving motivation and the effect of situational problem-solving motivation on donation intention were analyzed. The results of this study indicated that problem recognition and involvement recognition on social issues have a significantly positive effect on situational problem-solving motivation, and constraint recognition have a significantly negative effect on situational problem-solving motivation. Also, It was found that situational problem-solving motivation has significantly positive effect on giving motivation as a mediating variable. This research has importance in finding out that giving intention can be analyzed not only as an inherent characteristic but also as situational variables such as problem recognition, constraint recognition, and involvement recognition. The results can be useful for nonprofit organizations, especially newly emerging nonprofit organizations dealing social issues such as environment, art, and culture, etc., that are less likely to appeal to one’sympathy. They can segment prospect donors by the degree of situational recognition and plan fundraising strategies for the purpose of solving social issues and lead better productivity. Nonprofit organizations can adopt strategies to increase the public awareness of problem and issue involvement and decrease constraint recognition by eliminating institutional barriers to give.