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The study on the Consumer's Motivation of Charity Impulse in Non-profit Organization-Based on Self-Determination Theory

비영리단체의 자선충동 동기에 관한 연구 -자기결정성 이론을 중심으로-

  • 옥정원 (부산가톨릭대학교 경영학부) ;
  • 이종호 (부산대학교 경영학부) ;
  • 박희화 (부산대학교 경영학부)
  • Published : 2009.11.28

Abstract

It is a tentative study on the influence of the consumers' motivation of charity impulse on their loyalty who donate to non-profit organizations. Based on the self-determination theory, this thesis paper analyzed the motivation of charity impulse on non-profit organizations which is the main factor influencing the donation loyalty with consumer-nonprofit identification as parametric variables. According to this study, it seems that the charity impulse caused by the concepts of autonomy of the self-determination theory has negative influence on consumer-nonprofit identification, donation loyalty. But relation-competence has positive influence to nonprofit organizations. Considering without any studies on donators' motivation of charity impulse from the aspect of psychology to non-profit organizations, as the very initial exploratory study, this study is conducted to analyze the possible factors to influence customers' motivation of chanty impulse on the basis of the self-determination theory so that it has a vital significance, which can furnish fundamental data to charitable organizations to carry out effective marketing strategies to guarantee the source of the money collection.

Keywords

Non-profit Organization;Charity impulse;Self-determination Theory;Identification

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