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A Study on the Effectiveness of Donation Campaign Broadcasting linked Data Service on Donation Intention Improvement
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논문 기본 정보

Type
Academic journal
Author
Kwangil KO (Woosong University)
Journal
Digital Contents Society Journal of Digital Contents Society Vol.21 No.5 KCI Accredited Journals
Published
2020.5
Pages
885 - 890 (6page)
DOI
10.9728/dcs.2020.21.5.885

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Result
A Study on the Effectiveness of Donation Campaign Broadcasting linked Data Service on Donation Intention Improvement
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Abstract· Keywords

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Although the average living standard has steadily improved due to the continuous economic development, the contribution rate of donations has been decreasing. According to the related researches, the credibility problem of donor organization is the major reason for not participating in donation, and the storytelling of donor beneficiaries is positive for the improvement of donation intention. This study devised a data service linked to the donation campaign broadcasting that provides donor organization credibility information and donor beneficiary storytelling to raise viewers" intention to donate. Specifically, we defined a user scenario and designed a user-interface that reflects the characteristics of the TV platform, and developed a prototype using a data service authoring tool. In addition, we surveyed that the data service had a statistically significant positive impact on the trust of the donor organization, the campaign attractiveness, and the willingness to participate in the campaign and to pay the donation.
#기부 #기부 의도 #기부 캠페인 방송 #데이터서비스 #DVB-MHP #Donation #Donation Intention #Donation Campaign Broadcasting #Data Service

Contents

요약
Abstract
Ⅰ. Introduction
Ⅱ. Data Service linked to Donation Campaign Broadcasting
Ⅲ. Effectiveness Analysis of Data Service
Ⅳ. Conclusion
References

References (13)

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Naver Korean Dictionary google schola M. K. Hong / 2019 / Top Income Share by 2017 / Monthly Labor Review google schola 서문식 / 2010 / 비영리조직 광고에서 기부형태와 호소유형에 따른 광고효과 차이 / 광고연구 (87):71~108 dbpia How to Improve and Activate the Transparency of Donations google schola 2019 Social Survey Results google schola

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