소규모 자영업자의 지속적 기부 행동의도에 관한 연구: 기부서비스 평가, 마케팅 효과인지, 비영리기관 신뢰의 영향력 분석 (A Study on Self-employed Business Donors’ Commitment Intention: Focusing on the Effects of Quality of Service, Perception of Marketing Effectiveness and Trust)

서지정보

· 발행기관 : 한국서비스경영학회
· 수록지 정보 : 서비스경영학회지 / 17권 / 5호 / 313 ~ 344페이지
· 저자명 : 목준균, 김미희, 강철희

초록

This study investigates the effect of relationship fundraising factors on self-employed donors’ commitment intention: intention to upgrade donation and intention to recommend acquaintances. We focus on how relationship fundraising factors such as the quality of service, perception of marketing effectiveness and trust for organization influence self-employed donors’ commitment intention. Based on ‘the good store data’ collected by the biggest fundraising organization in Korea, this study analyzed the relationships by using logistic regression analysis. Results show that intention to upgrade donation is significantly influenced by perceived marketing effectiveness besides gender and religion. In the case of intention to recommend acquaintances is significantly influenced by the quality of service, perception of marketing effectiveness and trust for organization as well as age, household income and type of business. This study highlights that perception of marketing effectiveness which is related with demonstrable utility obtaining from donation is the most significant variable which contributes to enhancing both intention to upgrade donation and intention to recommend acquaintances.
This paper, the first empirical study on self-employed donors’ giving behavior, contributes to broadening and deepening understanding on diverse subjects’ giving behavior and discusses practical implications for fund-raising strategy by non-profit organizations.

영어초록

This study investigates the effect of relationship fundraising factors on self-employed donors’ commitment intention: intention to upgrade donation and intention to recommend acquaintances. We focus on how relationship fundraising factors such as the quality of service, perception of marketing effectiveness and trust for organization influence self-employed donors’ commitment intention. Based on ‘the good store data’ collected by the biggest fundraising organization in Korea, this study analyzed the relationships by using logistic regression analysis. Results show that intention to upgrade donation is significantly influenced by perceived marketing effectiveness besides gender and religion. In the case of intention to recommend acquaintances is significantly influenced by the quality of service, perception of marketing effectiveness and trust for organization as well as age, household income and type of business. This study highlights that perception of marketing effectiveness which is related with demonstrable utility obtaining from donation is the most significant variable which contributes to enhancing both intention to upgrade donation and intention to recommend acquaintances.
This paper, the first empirical study on self-employed donors’ giving behavior, contributes to broadening and deepening understanding on diverse subjects’ giving behavior and discusses practical implications for fund-raising strategy by non-profit organizations.

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