기부자의 기부동기가 기부 만족, 신뢰 및 기부지속성에 미치는 영향

Effects of Motivation on Satisfaction, Trust and Sustainability of Donors

1990년대 말 외환위기를 맞으면서 경제적으로 어려운 계층이 증가하게 됨에 따라 기존의 사회 안전망으로는 빈곤층에 대한 경제적 해결이 어렵게 되었고 민간차원의 다양한 조직들이 늘어나는 계기가 되었으며 이 조직들의 지속가능성해결을 위해 모금활동에 대한 연구 및 조직적 관리체계와 경영관리가 필요하게 되었다. 이에 따라 자원 확보 차원에서 지속적인 기부와 관련한 요인들에 대한 연구가 필요하게 되었다. 따라서 본 연구에서 기부동기와 만족, 신뢰 그리고 기부지속성에 대한 연구를 진행한 결과 개인적 기부동기·기부만족에 직접적인 영향을 미치는 것을 확인하였다. 반면 사회적 기부동기는 기부만족보다 신뢰요인에 더 큰 영향을 미치는 것을 확인하였다. 그리고 기부만족은 기부지 속성에 직접적으로 영향을 미치는 것으로 확인하였으며, 신뢰를 매개하여 기부지속성에 긍정적 영향을 미치는 것으로 나타났다. 즉 기부만족은 기부지속성에 직·간접으로 기부지속성에 긍정적 영향을 미치는 중요한 요인임을 확인하였으며 기부만족이 신뢰보다 기부지속성에 더 큰 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 자원 확보를 위해 기부자에 대해 마케팅적 관점에서 기부자의 만족과 신뢰를 통한 지속성 유지가 가능함을 확인하였다. 그리고 기부동기가 만족, 신뢰를 매개하여 기부지속성에 영향을 미치는 역할을 하는 것을 확인하였다. 이는 비영리조직들의 지속적인 모금활동을 위해 만족과 신뢰가 매우 중요함을 의미하고, 기부만족과 신뢰를 고려한 모금활동이 이루어져야 성공적인 자원 확보가 가능하다는 것을 시사하고 있다.

The objectives of non-profit organization are to make our society healthy rather than seeking profit. However, the challenging task of the non-profit organization is to make sufficient funds through donations. Therefore the marketing concept of profit organization has to be introduced into non-profit organization, and the study on fund raising is necessary. There has been much amount of researches so far that focus on motivations and factors for donation. This study is about the importance of ongoing donation and attempts to look into the main cause of donators' giving behavior, trust in marketing. First of all, the constructs as giving satisfaction, trust are proposed to have influence on the sustainable fund raising. Factors which have influence on giving satisfaction are classified into social and individual factors of donation. Social factors which affect on the giving satisfaction are alienation, glare, belonging, social identification, and friendship. Also, individual factors which affect on the giving satisfaction are self-esteem, private utility, altruism motive, and affirmative consideration. Based on the constructs, ten hypotheses are proposed to analyze the relations among the factors, and the model for giving substantiality is proposed to integrate the hypothetical path. In order to test the hypotheses, measurement tools are developed and data are collected through the questionnaire. Due to the complexity of the paths, structural equations are used to test the propositions. The subjects of this study were included in the analysis which was performed using SPSS 20 and AMOS 20. The results of the analysis came out to be within the acceptable range of the application model. The consequences of the hypothesis are as follows: First, individual motivation has influence on giving satisfaction, and social motivation doesn't have influence on giving satisfaction, but it has influence on trust. Second, giving satisfaction has influence on trust and giving substantiality. Third, trust has influence on giving substantiality. Centering on such suggestions, operational points that could be used as fundamental reference for donation strategies are suggested as follows: First, as in the research related to existing trust and satisfaction as donating factors are proved to be useful in explaining donation behaviors. Second, it is verified in this study that the donation motivation can be divided into social and individual motivations through analysis of exploratory and confirming factors. In order to improve the efficiency, the individual motivation in particular plays a comparatively important role. Third, it is evident that giving satisfaction explains the donors' giving substantiality effectively because giving satisfaction affects trust. At last, this study will be the opportunity to expand the perspective that affect donations, and is meaningful in providing the foundation to sustainable strategies in the donation environment.