기부: 진정성의 선택적 효과

Donors believe that even a small donation can give laughter and joy to neighbors in need with their donations. Donors believe that aid agencies do the right thing on their behalf. Even if there are small questions about their beliefs, they try to believe that donations will be used correctly. Sometimes, however, there are cases of breaking the same belief in him. This case has a very negative effect on the overall donation culture. In particular, Korea has a lower proportion of small donations and a higher proportion of large donations than other countries. The authenticity of relief organization activities has a relatively high influence on donation-raising activities. This study was conducted to examine the reasons for donation and the authenticity effect of relief organization activities in donation intention. As a result of the study, there was no effect of the reason for donation in donation intention. But authenticity of activity has had an impact. The higher the authenticity, the higher the donor's donation intention. The interaction effect between the reason for donation and the authenticity of activities was significant. When donors donated to gain pleasure, the authenticity effect of relief activities did not appear. However, when donors donate to reduce guilt, the higher the authenticity of relief activities, the higher the donation intention.