컨조인트 분석을 활용한 자선단체 기부의도에 관한 탐색적 연구The Study of Intention to Donate to NPO by Using Conjoint Analysis
- Other Titles
- The Study of Intention to Donate to NPO by Using Conjoint Analysis
- Authors
- 김성호; 안명아; 구엔 반 안; 구엔 반 펑 타오
- Issue Date
- Mar-2016
- Publisher
- 한국서비스경영학회
- Keywords
- Conjoint analysis; NPO; Reputation; Type of activity; Donor benefits Transparency; Helping people
- Citation
- 서비스경영학회지, v.17, no.1, pp.23 - 41
- Indexed
- KCI
- Journal Title
- 서비스경영학회지
- Volume
- 17
- Number
- 1
- Start Page
- 23
- End Page
- 41
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/23874
- DOI
- 10.15706/jksms.2016.17.1.002
- ISSN
- 1598-1150
- Abstract
- This study empirically investigated that the effect of levels of attributes of NPO(Non Profit Organization) on potential donor's intention to donate to NPO by using conjoint analysis. The current study was carried out employing questionnaire survey method. A sample of 181 respondents participated in the study. Based on previous studies, we selected four attributes which compose NPOs. These are (1) reputation (well-known/not well-known), (2) type of activity (wildlife protection/environmental protection/helping people), (3) benefits offered to donors (invitations to special charity gala and events/fiscal incentives/high personal recognition), and transparency(high/low). Findings of the study are: (1) the most important attribute is transparency, followed by type of activity, benefits offered to donors. Reputation of NPOs turned out to be least important, (2) high transparency and NPO activities of helping people have the biggest impact on the intention to donate. Managerial implications and direction for future research are discussed.
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