Abstract
This study 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.
Publisher
Scientific Journal Publishers Ltd
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