지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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Many previous studies have confirmed that religion influences donation behavior. However, studies on the effect of total period of religious practice on donation behavior have been insignificant. Therefore, this study was conducted to see if the total period of religious practice can be an affecting factor to motivate donation behavior. The research mainly focused on donors who donate to religious broadcasts. First, we concluded that donor factors affect relationship quality and donation intention, and the total period of religious practice affects donor factors, relationship quality, and donation intention. We built research models and hypotheses based on this theoretical background, then we verified it through empirical research. As a result, the total period of religious practice appeared to affect self?esteem and faith maturity, which are donor factors, relationship quality and donor intention. Thus, it is necessary to subdivide donor factors depending on the total period of religious practice and to have differentiated donor management, in order to induce and to continuously strengthen donor intention. This implies the necessity of more research on the donors" religious characteristics, which have been relatively neglected in studies in the past, as a distinctive donation strategy.
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ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Research Model and Hypothesis
Ⅳ. Empirical Study
Ⅴ. Conclusions
References
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UCI(KEPA) : I410-ECN-0101-2013-325-001430063