earticle

영어

Previous studies on charitable giving have primarily focused on why such behaviors occur and the psychological mechanisms underlying them. In other words, existing research has focused on the reasons and processes behind donation behavior, while little attention has been paid to when charitable giving might be more effective. This study aims to investigate which types of donation behaviors are more effective depending on the social context. We distinguish between two types of donation behaviors: large donations by a few individuals versus small donations collected from a large number of people. We also consider two dimensions of social context: (1) short-term versus long-term fundraising campaigns, and (2) time-bound fundraising situations such as disaster relief versus ongoing, regular donation contexts without a specific deadline. The study examines how these combinations affect consumer responses—namely, perception, attitude, and donation intention. To test these effects, we conduct two experiments. In Study 1, we manipulate donation type and campaign duration (short vs. long) and analyze their effects using a two-way ANOVA. In Study 2, we manipulate donation type and the presence of a disaster situation and conduct a similar analysis. This study highlights the importance of considering social context in understanding and promoting charitable giving. Practically, it offers insights for predicting the effectiveness of different donation strategies depending on contextual factors. The findings of this study offer empirical evidence that the effectiveness of charitable behavior can vary depending on social context and time. Specifically, by demonstrating that the impact of donation types may differ based on the timing of delivery or the surrounding social context, this study makes a significant contribution to the existing literature. While previous research has primarily focused on the types of donation motives or the content of messages, this study centers on the question of when soliciting donations is most effective. This approach extends our understanding of the contextual factors influencing charitable behavior and provides practical implications for the strategic design of fundraising campaigns. Furthermore, this study seeks to demonstrate that perceptions of ideal donation behavior are not fixed, but can be flexibly shaped through interactions with key variables depending on the social context. In particular, external factors such as the participation of others in giving or the broader social atmosphere may influence individuals' attitudes and behaviors regarding donations. These findings suggest that charitable giving should not be viewed solely as a matter of personal ethics, but as part of a broader social interaction that shapes individuals’ behaviors. Such insights offer a more multifaceted understanding of charitable behavior. Finally, by distinguishing between individual giving and collective giving, this study underscores the need to consider the relational dynamics between individuals and the public. The finding that individuals respond differently to identical donation appeals depending on whether they donate alone or as part of a group establishes a link to existing studies on public relations and social influence, thereby contributing to theoretical advancement. This line of analysis provides critical insights into the connection between social influence and individual donation behavior.