소비자 참여형 CSR에서 조절적합성이 고객의 참여의도에 미치는 영향에 관한 연구: 친사회적 동기의 매개된 조절효과를 중심으로
Effect of Regulatory Fit on Participation Intention to Consumer Participatory CSR: Focusing on the Mediated Moderation Effect of Pro-social Motivation
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본 연구의 목적은 소비자와 기업의 CSR행위간의 심리적(지각된 공간감) 거리와 메시지 프레이밍의 조절적합성이 고객의 CSR 참여의도에 미치는 영향을 살펴보는 것이다. 특히, 조절적합성의 효과에 관한 통합적 접근을 위해 소비자의 친사회적 동기를 매개변수로 설정하여 매개된 조절효과를 검증하였다. 지각된 소비자-CSR행위 간의 공간적 거리가 가까운 경우, 촉진적 메시지에 비해 예방적 메시지가 참여의도에 미치는 영향이 더 큰 것으로 나타났다. 반면 지각된 공간적 거리가 먼 경우, 예방적 메시지 조건에 비해서 촉진적 메시지 조건의 소비자 참여 의도가 더 높은 것으로 확인되었다. 또한 조절적합성이 CSR 참여의도에 영향을 미치는 관계를 친사회적 동기가 매개하는 것으로 확인되었다.
Abstract
The purpose of this study was to investigate 1)the effect of perceived spatial distance and message framing on the change in consumer's intention to participate in CSR, and 2)the mediating effect of consumers' pro-social motivation. We found that when the spatial distance is proximal, the effect of the prevention-focued message on the consumer’s participation intention is greater than that of the promotion-focused message. However, consumers’ participation intention in the promotion message condition was significantly higher than consumers’ in the prevention message condition when the spatial distance was distal. In other words, the regulatory fit between psychological distance and message framing increases on consumers' intention to participate in CSR campaign. The regulatory fit derive pro-social motivation and has a positive impact on participation intention.
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