연예인의 기부활동이 대중의 기부참여에 미치는 영향

초록

This study has been conducted in order to obtain higher possibilities to succeed on activating donation culture by observing various factors which could have an impact. Therefore, this study is to examine an impact of celebrities’ donation on participations of the public. Also, it was examined on celebrities’ donation and the donation participation of the public with a trust in donation organization as the mediator variable. To summarize the result of the study; First, celebrities’ donation has a positive impact on participations of the public on donation participations; Second, celebrities’ donation has a positive impact on a trust in donation organization; Third, a trust in donation organization has a positive impact on participations of the public on donation participation; Forth, celebrities’ donation has an impact on trust in donation organization which is the mediator variable and it has a positive impact on the result variable; Last, as a result of a verification on mediator effect of the research model on the basis of the relationship between each variables, a trust in donation organization has a partial mediator effect and celebrities’ donation had an influence on participations of the public. The result of the study proved celebrities’ donation had a significant effect on participations of the public. Therefore, celebrities’ donation should be able to boost the trust of the public in donation organization and it would lead to a voluntary donation participation.

키워드