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온라인 모금 캠페인 특성이 온라인 구전과 모금성과에 미치는 영향

Characteristics of Online Fundraising Campaign Influencing Electronic Word-of-mouth and Fundraising Performance

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초록

온라인 구전은 일반기업 뿐만 아니라 비영리기관의 마케팅에도 긍정적인 효과가 있다. 하지만 선행연구는 온라인 모금캠페인 맥락에서 온라인 구전의 효과와 구전 선행요인에 대해 충분히 연구하지 않았다. 이에 본 연구에서는 온라인 모금 캠페인의 특성과 콘텐츠 특성 요인이 구전과 모금성과에 미치는 영향을 분석하고자 한다. 데이터는 국내의 대표적인 온라인 모금 캠페인 사이트인 ‘같이가치’에 등록된 캠페인 347개를 수집하여 경로분석 방법으로 분석하였다. 분석결과 모금캠페인 특성과 콘텐츠 특성은 대체로 구전과 모금성과에 모두 긍정적인 영향을 미쳤으나, 일부 변수들은 성과변수에 따라 차이가 있는 것으로 나타났다. 또한 구전은 모금성과에 긍정적인 영향을 미치는 것으로 나타났다.

Abstract

Electronic Word-of-mouth(eWOM) has a positive effect on the marketing of non-profit organizations as well as profit companies. However, previous research has not been fully investigated in terms of the effect of eWOM and its antecedents in the context of online fundraising campaigns. The purpose of the study is to analyze the effects of the characteristics of the online fundraising campaign on eWOM and fundraising performance. Data collected 347 campaigns registered in ‘Together Kakao’, which is one of the representative online campaign sites in Korea, and analyzed by path analysis method. As results, the characteristics of the fundraising campaigns and the characteristics of the contents were mainly positively influencing both the eWOM and the fundraising performance. However, some variables were found to be different according to performance variables. In addition, eWOM performance has a positive effect on fundraising performance.

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