Earticle

초록

영어

This study analyzed the impacts of organizational trust, perceived by social workers on sponsorship outcome with organizational commitment and sponsorship marketing as mediating factors, so as to obtain guidelines on sponsorship activation strategies of social welfare organizations. As a result of an analysis, it turned out that all the factors of organizational trust, organizational commitment and sponsorship marketing had positive (+) correlations with sponsorship outcome. In addition, as a result of verification of a hypothetical model that organizational trust would have a direct impact on sponsorship outcome and at the same time, it has an impact on the result of sponsorship activities by mediating organizational commitment and sponsorship marketing, through Structural Equation Modeling (SEM), it was found that the research model set up by this researcher is suitable for data. This suggests that organizational trust of the social workers in charge should precede in order for social welfare organizations to develop sponsors and activate the development of contributions in the future, and it is confirmed that a clinical approach is necessary, centering around organizational trust, organizational commitment and sponsorship marketing.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 선행연구 검토
  1. 기관 신뢰
  2. 기관 몰입
  3. 후원 마케팅
  4. 후원 성과
 Ⅲ. 연구 방법
  1. 연구 대상 및 자료수집 방법
  2. 측정도구 및 신뢰도 분석
  3. 연구목적, 연구 모형 및 연구 가설
  4. 자료 분석방법
 Ⅳ. 연구결과
  1. 표본 구성과 특성
  2. 타당성 및 신뢰성 검토
  3. 연구 모형의 분석 결과
 Ⅴ. 결론 및 제언
  1. 결론
  2. 제언
 <참고문헌>

키워드

저자

• 이지희 [ Ji-Hee Lee | 우송대학교 강사 ] 주저자
• 박양숙 [ Yang-Suk Park | 서울시립대학교 강사 ] 공동저자
• 이은희 [ Eun-Hee Lee | 수원여자대학교 사회복지학과 교수 ] 교신저자

참고문헌

발행기관

간행물

관심저널 등록

• 간행물명

  한국비교정부학보 [Korean Comparative Government Review]

• 간기

  연3회

• pISSN

  1598-964X

• 수록기간

  1997~2017

• 십진분류

  KDC 350 DDC 350