Understanding Individual’s Charitable Giving Behavior: Moderating Effects of Social Norm and Social Justice

• Main Authors: Mansjur, RinaNovita, 林莉娜
• Other Authors: Hao Chieh Lin
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/47238551540647772836

碩士 === 國立成功大學 === 國際經營管理研究所碩士班 === 101 === Individual charitable giving behavior takes an important role in our society. Despite the fact that the number of non-profit charitable organizations keeps increasing, the number of individual charitable giving is decreasing. This study thus applies the social exchange and the social impact theories to analyze the determinants of individual charitable giving behavior by exploring their perceived benefits; demonstrable utility, familial utility, emotional utility, together with their perceived social factors; social norm and social justice, which work as moderating variables between the perceived benefits and individuals’ charitable giving behavior, in the form of money donation or time donation (volunteering). Statistical analyses based on a sample collected from 519 respondents in several countries reveal that demonstrable and emotional utilities are positively related with money donation while familial and emotional utilities are positively related with volunteering. Moreover, the two moderators of social norm and social justice show negative moderating effects on the relationships between familial and emotional utilities and money donation, as well as the relationship between familial utility and volunteering. The study contributes to the charitable giving literature by exploring the psychological and social factors as determinants of giving behaviors within the broad social contexts.