Effect of Authenticity and Transparency of NPO on Intention to Donate: Mediating Effect of Trust

??? ????????? ??????????????? ???????????? ???????????? ??????????????? ????????? ??????????????? ?????? ????????? ????????? ?????? ????????? ????????? ?????? ??????????????? ???????????????. ??? ????????????????????? ??????, ?????????????????? ???????????? ???????????? ?????????????????? ?????? ????????? ????????? ??????????????? ??????????????? ???????????? ??????, ?????????????????? ?????? ????????? ??????????????? ?????????????????? ???????????? ????????? ????????? ??????????????? ???????????? ???????????? ?????? ????????? ????????? ??????????????? ??????????????? ?????????. ??????????????? ?????????????????? ????????? ????????? ?????? ???????????? ?????? ????????? ????????? ?????? ?????? ???????????? ???????????? ???????????????. ??? ????????????????????? ??????????????? ?????? ?????? ????????? ?????? ????????? ????????? ?????? ?????? ????????? ?????? ??????????????? ???????????? ?????? ????????? ???????????? ??????????????? ????????? ????????? ???????????????, ????????????, ??????, ?????????????????? ????????? ???????????? ???????????? ?????? ?????????????????? ?????? ????????? ???(+)??? ????????? ?????????. ??????, ?????????????????? ?????? ????????? ??????????????? ???(+)??? ????????? ?????????. ??????, ????????? ???????????? ???????????? ?????? ???????????? ???????????? ????????? ?????????. ????????? ????????? ???????????? ??????????????? ???????????? ???????????? ????????? ???????????? ?????? ??? ??? ?????????. This study empirically investigated effect of authenticity and transparency if NPO on intention to donate. In addition, the study examined the mediating effect of trust on NPO in the relaionship between authenticity/transparency and intention to donate. The current study employed questionnaire survey method with 203 participants who have prior experience in donation. Findings of the study are: (1) both authenticity and transparency influence trust, (2) trust has full mediating effect in the relationship between authenticity and intention to donate, (3) however, trust has partial mediating effect in the relationship between authenticity and intention to donate. The current study has confirmed the critical role of trust in NPO in the relationship between authenticity/transparency and intention to donate. Implication from the study suggests that NPOs have to enhance their authenticity and transparency to stimulate intention to donate