Exploring the motivation factors of charitable giving and their value structure: A case study of Seoul, Korea

In this study I explored the motivation factors of charitable giving and their value structure.  Both qualitative and quantitative methods were employed. Six components were found  which individually stand for the dimensions of the motivation factors of charitable giving: a  good deed, altruism, a desire for social responsibility, a desire for the common good, mass  psychology, and a showing off reward-expecting manner. Two different networks among the  factors of charitable giving were shown: one represented a notion of social and individual  virtue, and the other referred to a notion of selfishness. Therefore, it can be said that people  give to charities both in order to demonstrate their virtue, and to satisfy their selfishness.