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코로나19 감염 재난이 시민 기부 행동에 미친 영향에 관한 연구: 해피빈 모금 프로젝트를 중심으로

Impact of COVID-19 on Citizens’ Giving Behavior: Analysis on a Korean Crowdfunding Platform (Happybean)

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초록

본 연구는 감염 재난인 코로나19의 발생 초기 시민들의 전반적인 기부 행동 양상이 어떠한지를 목표달성률, 기부자 수, 1인당 기부액으로 구체화하여 살핀다. 또한, 코로나19 발생 후 시민들의 기부 행동에 있어 모금 프로젝트 속성의 영향력을 살핀다. 이를 위한 분석자료는 2019년 12월 1일부터 2020년 4월 2일까지의 기간에 해피빈에서 관찰된 완료 또는 진행 중인 기부형 모금 프로젝트들이다. 분석 결과, 첫째, 코로나19 기간과 프로젝트의 모금 기간이 겹칠수록 목표달성률은 낮아졌고, 기부 참여자 수는 줄었으며 1인당 기부액은 감소했다. 둘째, 코로나19 프로젝트인지 아닌지의 속성 차이는 모금의 목표달성률에 대해 직접효과(+)와 조절효과(+)를 가졌다. 본 연구는 코로나19 발생 초기 온라인기부 플랫폼에서 이루어진 시민들의 실제적 기부 행동을 실증적으로 검증했다는 점에서 연구의 의미가 있다.

Abstract

COVID-19 is a severe pandemic that has made significant negative impacts on citizens’ daily lives. It could also affect citizens’ giving behavior. This study empirically examines the natural giving behavior under COVID-19 by using fundraising project data from the most popular online charitable crowdfunding platform, ‘Happybean’ in South Korea. The result shows that the more is the fundraising period of a project overlapped with the COVID-19 period, the lower is its fundraising outcome, the number of donors, and the amount of giving per person. In addition, it shows that the COVID-19 projects achieved a higher outcome than the non-COVID-19 projects. Simultaneously the result shows that the categories of COVID-19 projects and non-COVID-19 projects had a moderation effect in the relationship between the COVID-19 overlap period and fundraising outcome. The slope of non-COVID-19 projects was relatively much steeper in a negative direction than the slope of COVID-19 projects. It implies that donors who continue to care their neighbors’ needs prioritize disaster-related issues over non-COVID-19 issues. This study contributes to understanding and promoting citizens’ giving behavior in the early period of the COVID-19.

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