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도덕적 정체성이 기부의도에 미치는 심리적 메커니즘 고찰: 자아해석의 조절효과를 중심으로

The Investigating of Psychological Mechanism in the 'Moral Identity-Donation Intention' Relation: The Moderating Role of Self Construal

오민정|박종철
한국소비문화학회|2012.12|소비문화연구 (Journal of Consumption Culture)|제15권 제4호|pp. 63-79|DOI 10.17053/jcc.2012.15.4.004

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참고문헌

키워드

도덕적 정체성moral identityself-construal자아해석기부의도도덕적 고양moral elevationdonation intention.

초록

본 연구는 도덕적 정체성이 기부의도에 미치는 관계에서 도덕적 고양(긍정적 감정, 더 나은 사람이 되고자 하는 열망, 다른 사람을 받아들이고자 하는 인간미)의 매개효과를 살펴보고 있으며, 특히 기존 연구와 다르 게 이러한 효과가 소비자의 자아해석 수준에 따라 다르게 나타나는지를 살펴보고 있다. 분석결과, 도덕적 정체성의 차원 중 내면화는 소비자의 자아해석 수준에 관계없이 모두 도덕적 고양을 매 개로 기부의도에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 도덕적 정체성의 차원 중 상징성은 소 비자의 자아해석 수준에 따라 도덕적 고양에 미치는 효과가 다르게 나타났다. 즉 독립적 자아해석 성향을 지닌 소비자들의 경우 ‘더 나은 사람이 되고자 하는 열망’을 매개로 기부의도에 긍정적인 영향을 미치는 것 으로 나타났으며, 상호의존적 자아해석 성향을 지닌 소비자들의 경우에는 상징성이 도덕적 고양에 미치는 효과가 모두 유의하지 않게 나타났다.

Abstract

Different from the past studies, in this study we tested that moral elevation plays an essential mediating role in the relationship between the moral identity and donation intention. Namely, we estimated a path model that included the three elevation components(positive emotion, desire to be a better person, views of humanity) as mediators of the two dimensions of moral identity and donation intention. The results of data analysis showed that the paths from internalization to positive emotion, desire to be a better person, and views of humanity were all significant regardless of self-construal. But the paths from symbolization to positive emotion and to views of humanity were not significant except the path from symbolization to desire to be a better person in consumers with independent self-construal. Also, three elevation components have a significant influence on donation intension.

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