기부 활성화를 위한 캠페인 연구: 2030세대의 개인적 성향과 기부행동

초록

The current study surveyed 322 Facebook users in 20s & 30s to examine the influences of individual dispositions, perceived attributes of Facebook use and altruistic motivation on donation behaviors. Results from two hierarchical regression analyses indicated that among individual dispositions, novelty-seeking tendency and other-consciousness tendency showed significance influence in respondents’ intention to participate in donation campaigns on Facebook. Perceived diffusibility of Facebook contents and altruistic motivation for donation also contributed to explaining intention to participate in donation campaigns through Facebook. In predicting intention of monetary donation, two factors turned out to be significant; perceived diffusibility of Facebook and altruistic motivation. Perceived diffusibility of Facebook contents was evaluated as a stronger predictor in monetary donation than altruistic motivation.

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