고향사랑기부제 실제 기부자의 기부금액과 재기부의사 결정요인

This study aims to empirically analyze the effects of donation motivation factors on donation amounts and re-donation intentions among actual donors to the Hometown Love Donation System. A sample of 101 individuals with prior participation experience was analyzed to examine how intrinsic, extrinsic, institutional, and other factors influence donation amounts and re-donation intentions. The findings indicate that significant determinants vary depending on the type of dependent variable. Tax incentives have a significant positive (+) effect on both re-donation intention toward the program and intention to re-donate to the same region. In addition, regional attachment, local government promotion, and moral elevation positively influence intention to re-donate to the same region. In contrast, among intrinsic motivational factors, social responsibility and psychological satisfaction negatively affect the likelihood of donating KRW 100,000. These results suggest that donors with stronger intrinsic motivation tend to place greater emphasis on voluntary value realization than on monetary incentives. To further expand participation in the Hometown Love Donation System, it is necessary to strengthen institutional incentives centered on tax benefits while simultaneously fostering long-term relationships through relationship-based marketing grounded in regional attachment.