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The study aims at verifying the effect of the image, trust and responsiveness to social welfare organizations on continuing the sponsorship of private donors, the mediating effect of the organizational identification and the moderating effect of their financial status. As a result of causal analysis of the variables by structural equation models, regardless of donors' financial status, social welfare organizations' image, trust and responsiveness has no direct effect on continuing the sponsorship. Among the donors in relatively good financial status, social welfare organizations' image, trust and responsiveness positively have direct effects on organizational identification, which has a direct effect on continuing the sponsorship. That is, the image, trust and responsiveness influence the continuity of the sponsorship through the full mediating effect of organizational identification. On the other hand, among relatively poor donors, only the organizations' image and trust positively influence the organizational identification, The direct and indirect effects on the continuity of the sponsorship are different according to the private donors' financial status, which means that the moderating effect of the donors' financial status is proved. The result of latent mean analysis regarding 5 main latent variables according to the private donors' financial status, shows the significant difference in the continuity of sponsorship only(Mean= .197, Cohen's D=.779). By emphasizing that Organizational identification is a critical factor in terms of enhancing the continuity of sponsorship, some practical implications are discussed based on the study's findings. ■ keyword :∣Organizational Image∣Trust∣Responsiveness∣Organizational Identification∣Sponsorship Financial Status∣  : 2015 06 29  : 2015 07 20  : 2015 07 20  : , e-mail : wjlee@cs.ac.kr   , ,      :      259

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Effect of Image, Trust and Responsiveness of Social Welfare Organizations on Continuing Sponsorship of Private Donors: Focusing on Mediation Effect of Organizational Identification and Moderation Effect of their Financial Status