심리적으로 가까운 지역일수록 기부의향은 높아지는가?

Abstract

The hypothesis of this study is that individuals who have a strong psychological bond with a city are more willing to donate to that city. This study explores the relationship between an individual's willingness to donate to a specific city and their personal interest in the city, as well as the attraction of the city and their prior experiences living there. Our analysis reveals the following key findings. First, the inclination of non-residents to make contributions is influenced by their level of interest in the city and their perceptions of the city's attractiveness. Specifically, when the city is perceived as appealing in terms of its living conditions and innovative business opportunities, it heightens individuals' interest in the city, subsequently positively impacting their willingness to donate. Conversely, if the city is seen primarily as a tourist destination, it tends to reduce donation intentions. This study provides policy implications for local governments in smaller to mid-sized cities where designing policies and devising fundraising strategies to survive.