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KMID : 1001320110380010247
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Social Welfare Policy
2011 Volume.38 No. 1 p.247 ~ p.276
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An Exploration of Choice Behavior of Giving Target Areas in Korea: A Comparison among Area related to Social Welfare, Area related to Non-social Welfare, and Non-giving
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Kang Chul-Hee
Byun An-Gie
Ku Ji-Youn
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Abstract
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This study attempts to explore the choice behavior of Korean citizens on giving target areas, which is an interesting topic regarding the cultivation of giving culture. Using Giving Korea 2008 data constructed from the biennial survey of the entire nation(1,016 citizens) by the Beautiful Foundation, this study classifies giving areas into four categories (only social welfare area, only non-social welfare area, comprehensive giving- giving to both areas, non-giving) and analyzes factors influencing their choice in giving. It examines the effects of citizens’ demographic factors (age, gender, education, religion, marital status, occupation, and household income) and socio-psychological?behavioral factors (trust toward social institutions, socialization of giving, volunteering experience). For the analysis, this study employs a multi-nomial logistic regression model. The result of likelihood ratio test shows that trust toward social institutions and socialization of giving among socio-psychological?behavioral factors have statistically significant effects on choice behavior in selecting an giving area. Among demographic factors, age, marital status, religion(protestant), household income, occupation (self-employed and white collar) have statistically significant effects on citizens’ choice behavior. Volunteering experience in socio-psychological?behavioral factors shows statistical significance at a marginal level. It is a first study on citizens’ choice behavior related to giving areas; it guides a new empirical investigation of the factors affecting choice behavior on the target areas of giving. It also has a practical implication in guiding fund-raising strategies of social welfare organizations by identifying attributes of donors concentrating on social welfare area. It broadens and promotes the understanding regarding such donors’ characteristics and behavior whom social welfare organizations should continuously care for and cultivate.
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KEYWORD
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choice behavior in giving target areas, giving for only social welfare area, giving for only non-social welfare area, comprehensive giving
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