The effect of Trust in Non-profit organizations on Altruistic behavior: The mediating effect of Donation duration

Abstract

Trust in non-profit organizations has an important influence on the survival and operation of non-profit organizations and is closely related to donations. In addition, altruistic behavior, contributing to society, is a positive factor in promoting social health. Therefore, this study aims to verify the effect of trust in non-profit organizations on altruistic behavior and examine the mediating effect of donation duration. To this end, the Beautiful Foundation’s 'Giving Korea 2020: Uncertain Times, Definite Happiness,' which discussed the transparency issues of the non-profit sector and the impact of donation behavior on citizens’ lives, was used. The study subjects were 2,006 adults aged 19 or older who responded to the survey. Frequency analysis, descriptive statistics analysis, skewness, kurtosis, and correlation analysis were conducted using the SPSS 26.0 program. And hierarchical regression analysis and bootstrapping were performed to confirm t he mediating effect. As a result o f this s tudy, it was confirmed that t he d egree of trust in non-profit organizations had a significant impact on the increase in altruistic behavior. In addition, it was verified that the donation duration partially mediated the relationship between trust in non-profit organizations and altruistic behavior. Based on this, the direction of the development of non-profit organizations and future tasks to vitalize altruistic behavior and donations were presented.