بررسی عوامل مؤثر بر مشارکت های خیرخواهانه: ارزیابی الگوی انگیزه- فرصت- توانایی در سازمان های خیریه (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازاریابی غیرانتفاعی از جمله حوزه هایی است که پژوهش هایی بسیار کم و پراکنده در آن انجام شده اند و با وجود رشد مؤسسه های خیریه و مردم نهاد در کشور در دو دهه اخیر، مطالعات در این موضوع هنوز به رشد و بالندگی اثربخشی نرسیده اند. عوامل موثر بر مشارکت در امور خیریه و مردم نهاد در کشور عمدتاً به شکل ناقص مطالعه و بررسی شده اند و به اهداف از پیش تعیین شده خود نرسیده اند؛ بنابراین، هدف پژوهش حاضر بررسی عوامل مؤثر بر مشارکت های خیرخواهانه بر اساس الگوی انگیزه-فرصت-توانایی در مؤسسه خیریه محک است. ابزار گردآوری داده ها پرسشنامه پژوهشگرساخته بسته بود. جامعه آماری این پژوهش خیرین و نیکوکاران مؤسسه محک در ایران بودند که از میان آنها، 180 نفر تعیین شدند و برای تجزیه وتحلیل داده های جمع آوری شده از نرم افزارهای آماری SPSS و PLS استفاده شد. بر اساس نتایج حاصل از بررسی فرضیه های پژوهش، تأثیر انگیزه، فرصت و توانایی بر مشارکت های خیرخواهانه تأیید شد. نتایج این پژوهش به فعالان مؤسسه های خیریه برای جذب و افزایش مشارکت خیرین در فعالیت های خیریه در مؤسسه هایشان کمک می کند و فرصتی فراهم می کند تا بتوانند از تمام ظرفیت های خیرین استفاده کنند.Investigating the Factors Affecting Charitable Participation: Evaluating the Motivation-Opportunity-Ability Model in the Charitable Organizations
Introduction The size of the nonprofit sector is doubling every decade, and these organizations are prominent institutions in growing societies (Sargeant et al., 2010). As in all sectors of the economy, the nonprofit sector is also subject to competition among charities and NGOs to attract public contributions. Previous studies have examined the willingness to participate in charitable activities from several perspectives. Some studies have focused on individuals’ behavioral intentions and have attempted to use behavioral theories, such as beliefs and attitudes, to explain this. Chapman et al. (2025) examined the influence of selfish and altruistic motives on charitable behavior. Van Steenburg and Spears (2022) consider individuals’ beliefs as factors affecting charitable participation and giving. Despite these studies, attracting public contributions to charitable activities remains a challenge for charities and NGOs. The lack of an effective model in Iran that can examine the effects of nonprofit marketing efforts in the form of a standard participatory model on the level of philanthropic participation and suggest its benefits for these institutions is felt in the nonprofit sector. Therefore, this study seeks to examine factors related to the motivations, opportunities, and abilities of philanthropists and their relationship to philanthropic participation. This study introduces the Motivation-Opportunity-Ability framework. The Motivation-Opportunity-Ability model identifies the effects of individuals’ motivations, opportunities, and abilities on their behaviors. Methodology The statistical population in this study was the donors and benefactors of the Mahak Institute. To collect information from the sample members, a questionnaire with 25 questions was designed by the researcher, and questions were taken from past studies. To measure content validity, a questionnaire with a five-point Likert scale (from 1 to 5) was designed, in which the number 1 indicated "completely irrelevant" and the number 5 indicated "completely relevant". Subsequently, a pre-test was designed, and the questionnaire was distributed among forty donors, and then its reliability was measured, which was equal to 802. In the next stage of distribution, due to the limited target population, the distribution location of the Mahak Charity Headquarters questionnaire was selected in Tehran, and the questionnaire was distributed among the individuals in an accessible form. Schumacker and Lomax (2010) have suggested that in studies that use the structural equation method, for each observable variable in the model, between 5 and 15 people should normally be considered as the required sample size. The sample size of this study is also estimated to be between 100 and 300 people based on the twenty observable variables method. 220 questionnaires were distributed, and by eliminating the non-returned and incomplete questionnaires, 180 questionnaires were finally considered for analysis. Also, descriptive statistics were used to analyze the data, and inferential statistics (structural equation modeling) were used to test the research hypotheses and determine the relationship between the independent variables and the dependent variable. Findings The results of this study, which identified the most important factors affecting the level of participation of philanthropists in charity work based on the motivation-opportunity-ability model, show that motivation as an internal variable (altruism, religious motivations, and practical motivations) has the greatest impact on the participation of philanthropists. Also, time for participation, awareness, and opportunity to influence are opportunity factors that affect voluntary participation in charity work. Confirming the effect of ability on participation also showed that financial ability and then non-financial/specialized capabilities as dimensions of ability have an impact on participation. In this framework, ability acts to increase the capacity for participation through financial resources, specialized skills, and individual self-confidence. Hypothesis T-Value β P-value motivation→ charity participation 2.987 0.288 0.005 opportunity →charity participation 2.544 0.267 0.015 ability →charity participation 2.105 0.204 0.034 Discussion and Conclusions This study shows that for charitable behaviors and individuals to participate in charitable programs, all three conditions must be met: motivation, creating opportunities for charitable individuals, and their ability. To increase the motivation of charitable individuals, it is recommended that charity managers focus more on such human motivations, which are the positive consequences of charitable actions, in the production of advertising content and in the messages sent to charitable individuals, and interact more with their audiences in this regard. Providing appropriate incentives for individuals to participate in charitable works should not be forgotten. The next important point in the discussion of creating opportunities for charitable individuals is that the actions in this section should appear valuable to charitable individuals so that they participate in these events and receive the institution's messages. To increase opportunities, charity managers are recommended to use the framework of customer relationship management software so that they can interact with each charitable individual based on their specific situation and optimally manage all interactions of the institution in the long term. To increase charitable participation, it is recommended that broader outreach activities be implemented. Social media presence and informal interactions with the target community should also be strategically targeted and content-driven. Basic online infrastructure for participation should be facilitated, and more flexible scheduling should be considered for volunteers.
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