온라인 기부 경험이 10대 청소년의 기부접근성, 시민의식, 향후 기부 의향에 미치는 영향에 대한 연구

초록

Online donation may be the future mechanism of giving by helping young people develop identities as givers and leads them to perform charitable giving throughout their lifetime. Based on the theory of planned behavior, this study investigates the mediating effect of perceived donation accessibility and citizenship performance on the pathway from the online donation experience to the intentions to donate in the future, among teenagers. This study employs data collected from 225 teenagers, who previously donated online using “Happybean” website, an online fundraising platform run by Naver. The findings of the study indicate that the effects of the frequency of online donation on the intentions to donate were mediated by the perceived donation accessibility and citizenship performance, while the amount of the online donation directly improves the intentions to donate. These results imply that the experiences of online donation among teenagers contribute to improving their future intentions to donate directly as well as via improving their perception of donation accessibility and citizenship.

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