2020 Fiscal Year Final Research Report
Structural estimation of productivity and advertising competition in the donation market.
| Project/Area Number |
16K03663
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Economic policy
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| Research Institution | Tokyo Keizai University |
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Principal Investigator |
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| Project Period (FY) |
2016-04-01 – 2021-03-31
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| Keywords | 寄付市場 / 構造推定 / 生産性 / 広告競争 |
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| Outline of Final Research Achievements |
Does advertising in the donation market increase the amount that recipients receive? In this study, we examined the effects of advertising expenditures paid by local governments on the amount of donations using data from the Furusato Tax System. As a result of estimating the production function, we find that the amount of increase of donation by investing 1 yen to the advertisement is less than 1 yen. In addition, estimates of consumer demand for donations show that advertising has little effect on expanding total demand in the donation market, and contributes to the exchange of donations with other local governments. We also find that even the price of donation of local governments with a high ratio of return gifts are high, it is preferred as a donation destination because consumers are not responding to the donation price, but responding to the amount of return gifts.
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| Free Research Field |
産業組織論
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| Academic Significance and Societal Importance of the Research Achievements |
自助と公助の中間となる寄付による公共支出の役割への期待が高まっており、様々なオンライン寄付プラットフォームが登場している。しかし、これら寄付プラットフォームが乱立し、それぞれの取扱高が増加していたとしても、それは必ずしも公共支出の増加には繋がらないことを明らかにした。つまり、寄付市場における競争は底への競争となりがちである。政府は人々の寄付という善意が広告競争に費やされることを放置すべきではなく、広告投資に一定の制約をかける、もしくは公的な独占プラットフォームを構築するなどの介入によって、寄付者の支出がより公共支出の増加となるような介入をすることができることを明らかにした。
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