A study on the relationship between social value orientation and giving behavior: Application of the zero-inflated negative binomial regression model

Abstract

This study was conducted to examine the effect of an individual's level of social value orientation on giving behavior. For this analysis, data was collected from the Korea Philanthropy Education Forum among Korean adults(n=1,037). Social value orientation was categorized according to Deutsch(1958) as the pursuit of communal benefits, the pursuit of equality of outcomes, and the valuation of others and society. The influence of these value levels on volunteer participation behavior was observed. The zero-inflated negative binomial regression model, which estimates two regression equations simultaneously based on the distribution of the dependent variable, was employed as the analysis method.
 According to the zero-inflated model analysis, those who pursued equality in outcomes were more likely to belong to the group that did not participate in volunteering. On the other hand, those who pursued valuation of others and society were more likely to belong to the group that engaged in volunteering. Based on the negative binomial model estimation, as the pursuit of equality of outcomes and the pursuit of valuation of others and society increased, the annual volunteer activity time was significantly higher.
 This study holds significance in that it empirically analyzes the influence of social value orientation on actual giving behavior among the general public by applying the zero-inflated negative binomial regression model.