대학 졸업생의 모교에 대한 평판 인식과 기부 경험, 기부 동기가 모교 기부의도에 미치는 영향 : 조직 일체감과의 관계를 중심으로

초록

The purpose of the current study is to examine the influence of previous donation experience, donation motivation, and perceived organizational reputation on university alumni's donation intention. It attempts to explore how a university's public relations programs may contribute to its fund-raising efforts. Specifically, the study explores how these three variables interact with alumni's organizational identification, and subsequently influence their behavioral intention. The result of the study demonstrated that the previous donation experience and perceived external prestige were critical factors that predicted alumni`s future donation intention. On the other hand, donation motivation did not have influence on donation intention. Alumni's organizational identification had positive influence on donation intention, whereas the interaction effect between of identification and each independent variable had not been found. It is suggested that non-profit organizations, universities in particular,need to pay more attention on their reputation and alumni's organizational identification for the sake of fundraising. Public relations strategies are recommended to cultivate organizational identification among alumni.

키워드