자선단체 기부자의 심리적 요인이 기부태도와 기부행동에 미치는 영향

Abstract

NPOs’ social role and responsibility are demanded more in South Korea before. However, the Korean government‘s the budget for NPOs is less than the average of other developed countries’ by a comparative analysis on public finance. Because of the current financial situation in South Korea, it is hard to increase the amount of the budget for NPOs. As the weak support from the government, the organizations defiantly need to solve the financial problem by finding the effective strategy of donation. Specially, the effective action for donation is required to the most of NPOs. Moreover, it is very important to find and keep consumers who donate continually. The purpose of this research is to find an idea for the effective strategy to get financial support from consumers. As like marketing, the consumer motivation theory and the consumer behavior theory are applied in this research. Moreover, the mechanism which is related with the motivation, the attitude, and the behavior for donation is explained. The research shows that psychological causes which are identity salience, community consciousness, reciprocity, and altruistic motive affect the attitude of the donation positively. This attitude leads the individual to do the donation positively. The people, who have the optimistic attitude, involve fund raising events for the donation more. Also they recommend other people to participate donations because they share their positive emotions to others. As comprehending the results of the research, the psychological factors which the donators have cause the positive effects of the attitude for the donation. As the attitude is positive, the behavior for participating and sharing the donation can be encouraged. Therefore, NPOs use CRM to encourage the pride and the self-esteem to consumers as they want to keep the relationship with the donators. This technique can encourage consumers to have the positive attitude and the continuation for donation.