소비자의 기부선택 매커니즘에 관여도와 자아해석이 미치는 영향에 관한 연구
The effects of involvement and self-construal on consumer choice mechanism in donation campaign
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초록
최근 공생의 문화가 확산되면서 다양한 기부 프로모션이 진행되고 있다. 하지만 소비자의 기부행동에 대한 심리적 매커니즘을 분석한 연구는 미흡하며, 이론간 충돌이 발생하고 있다. 기존 연구결과에 따르면 약자를 응원하는 언더독 효과(underdog effect)가소비자의 기부행동에 영향을 미치는 것으로 나타났다. 하지만 이는 소비자가 일반적으로 여러 사람들이 많이 선택한 것을 따라하려는 경향을 의미하는 동조행위(conformity) 와 상반된다. 동조효과(conformity effect)에 관한 연구에 따르면, 소비자는 관여도가낮은 상황에서 상호의존적 자아해석을 가진 경우 동조행위가 증가하는 것으로 확인되었다. 따라서 본 연구는 소비자의 기부 선택 매커니즘을 설명하는 이론 중 어떤 것이 더설득력이 있으며, 이에 영향을 줄 수 있는 관여도와 자아해석의 조절효과를 분석하려는목적을 가지고 진행되었다. 구체적으로 코로나 기부캠페인의 가상시나리오를 제시한 후소비자의 기부선택 행위를 분석하였다. 그 결과, 남들이 많이 기부하지 않은 곳에 기부하려는 언더독 효과가 소비자의 기부선택에 대한 설명력이 더 높은 것으로 나타났다. 또한 언더독 효과는 고관여인 경우 더 커지는 것으로 확인되었다. 하지만 예상과 달리자아해석의 조절효과는 유의하지 않았다. 본 연구는 이러한 분석결과를 토대로 이론적, 실무적 시사점에 대해 논의하였다.
Abstract
Recently, numerous enterprises are proceeding various promotions of donation due to the expansion of the worldwide symbiosis culture. However, it is true that there is an inadequacy of psychological mechanisms researching the consumer's donation behavior, and the collisions occurring between these theories. According to the previous studies research, it has shown that the mind of supporting the weak, which it is called the underdog effect, is affecting the consumers’ donation behavior, i.e., there is a strong increase of intention to donate where the majority yet didn't donate. On the contrary, this result has the incompatibility between the tendency to imitate what the majority have chosen, which is called the conformity effect. In the conformity effect, check the moderating variable about involvement and self-construal if the consumer has interdependent self-construal(vs. independent self-construal) under the low involvement circumstance, there was an increment of conformity. Therefore, the purpose of this research is to confirm which option has more strength between the underdog effect and the conformity effect to demonstrate the mechanism of the consumer’s donate-selection. Furthermore, it has been conducted to analyze the moderation of self-construal and the degree of involvement which can affect the acceptability. To be specific, this study has analyzed consumers donate-selection behavior by proposing a virtual scenario franchise coffee shop-conducted donation campaign for COVID-19 relief activity to 79 participants. As a result, it has revealed that the underdog effect was effective than the conformity effect. Also, this tendency has become more clear in those who have a high involvement. Yet, the moderating effect of self-construal was irrelevant to this consequence. Therefore, this study has discussed the theoretical, operational implications on the basis of the analysis result.
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