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기부와 사회적 소속감이 소비자의 행복에 미치는 영향

A Study of Donation Type and Social Connection on Consumers' Happiness

김경민|리녕
한국전문경영인학회|2016.12|전문경영인연구 (Journal of CEO and Management Studies)|제19권 제4호|pp. 35-54

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Donation행복Happiness기부사회적 소속감Social Connection

초록

본 연구는 기업의 사회적 책임이 강조되는 요즘, 마케팅에서 관련 주제인 기부분야를연구하였다. 특히 기부를 다양한 분류를 하여 소비자의 행복과의 관련성에 대해 연구를하였다. 구체적으로는 기부유형, 기부관여도, 그리고 사회적 소속감에 따라 소비자행복이 어떤 차이가 나는가를 연구하였다. 기부유형을 물질적 기부와 시간적 기부의 두종류로 구분하였으며 관계적 측면에서 소비자의 사회적 소속감 그리고 개인적 차원에서기부관여도가 소비자 행복과는 어떠한 관련성을 갖는가를 분석하였다. 기부와 행복분야에 있어 관련 문헌연구를 통해 모델 수립 및 가설을 설정하였다. 본 연구를 검증하기위해 실험을 실시하였다. 가설 1 검증을 위해 2(물질적 기부/시간적 기부)×2(사회적소속감 고/저), 가설2는 2(물질적 기부/시간적 기부)×2(기부관여도 고/저)의 이원분산분석을 실시하였다. 실험결과, 기부유형의 대한 소비자의 행복의 주효과는 나타나지 않았다. 그러나 예상한바와 같이 기부유형은 사회적 소속감 그리고 기부관여도와 상호작용효과가 있는 것으로밝혀내었다. 즉, 사회적 소속감이 높은 소비자는 시간적 기부를 할 때 가장 행복함을나타내었고 기부에 고관여되어있을 때 역시 시간적 기부를 행할 때 행복감을 느끼는것으로 판명되었다. 그러므로 이러한 연구결과를 통해 기업들은 시간기부와 관련된새로운 판촉형태의 개발을 통한 마케팅 전략을 실시할 경우 소비행복을 줄 수 있을 것이다.

Abstract

Recently, Corporate social responsibility is very important. Donations are crucial in the type of corporate social responsibility. The difference based on donation types, donation involvement and social connection regarding consumers’ happiness was studied. Donation types were classified by material donation and time donation and the relevance between social connection and donation involvement to consumers’ happiness was analyzed in detail. The hypothesis was made based on the previous researches on donation and the happiness and followed by the experiment. It was shown that donation types did not affect directly to consumers’ happiness. The main effect of donation types was not demonstrated, while the interaction effect was clarified in social connection and donation involvement on donation types as expected. In other words, Consumers who feel more sense of social belonging appeared to show happiness when they performed time donation. Furthermore it was confirmed that consumers who 're high-involved in donation, They Concluded that time donation males more happier than monetary-donation. This study suggests that consumers’ happiness will be optimized when company’s new marketing strategy in new promotion is employed on time.

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