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Abstract ▼ AI-Helper

This study aims to investigate the influencing power of independent variables to affect consumer donation behavior and enhance the understanding of consumer donation behavior. For this purpose, data were collected from 500 adult consumers residing in all area of South Korea and analyzed by applying ...

This study aims to investigate the influencing power of independent variables to affect consumer donation behavior and enhance the understanding of consumer donation behavior. For this purpose, data were collected from 500 adult consumers residing in all area of South Korea and analyzed by applying Double-hurdle model to consumer participation in donation and amount of donation. The main results of the study are as follows: First, the analyses on the differences in consumer participation in donation and amount of donation according to socio-demographic variables showed that levels of education, age, marital status, and religion had significant effects on consumer participation in donation and household income had a significant effect on amount of donation. In terms of individual experience variables, both self participation in volunteer work and parents' participation in donation had significant effects on consumer participation in donation and only self participation in volunteer work had a significant effect on amount of donation. Second, Double-hurdle model analyses on the differences in consumer participation in donation and amount of donation showed that individual experience variables and levels of education had significant effects on consumer participation in donation and donation motive, age, and religion had significant effects on amount of donation. In terms of consumer participation in donation, self participation in volunteer work, parents' participation in donation, and growth background in poor home were each related to higher probability in consumer participation in donation. In terms of education levels, individuals with a high school diploma or less had significantly lower probability in participation in donation than those with education experience at a university. In terms of amount of donation, higher age and believing in Christianity or Buddism (vs. no religion) had positive effects on amount of donation. Intrinsic motivation had a positive effect on amount of donation but extrinsic motivation had a negative effect on amount of donation.

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