규범활성화모델에 기반한 공정무역제품 구매의사결정 과정: 문화 클러스터의 조절효과
An Application of the Norm Activation Model to Fair Trade Product Purchase Decision-Making Process: The Moderating Impact of Cultural Cluster
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본 논문은 개인의 비합리적인 이타주의 행동을 설명하는 규범활성화모델을 활용하여 공정무역제품 구매행동을촉진하는 개인적, 규범적, 문화적 요인을 통합적으로 다루고 있다. 모델 관련, 예기된 감정(예기된 자부심과 예기된죄책감)과 두 가지 상충하는 개인가치(박애주의 가치와 권력 가치)를 공정무역 관련 개인규범 활성화 선행요인으로 개념화 하였다. 그리고 활성화된 개인규범이 공정무역제품 구매행동에 영향을 주는 것으로 보았고 특히 이들간의 관계를 문화 클러스터(유교, 라틴 유럽)가 조절하는 것으로 개념화 하였다. 구조방정식을 통해 얻은 실증결과는 예기된 자부심이 개인규범에 미치는 영향력이 예기된 죄책감 보다 크고, 상충되는 두 가지 개인가치 중 이타적 가치인 박애주의 가치만이 개인규범에 유의한 영향을 미치는 것으로 나타났다. 그리고 활성화된 개인규범은공정무역제품구매 행동에 유의한 영향을 주는 것으로 조사되었다. 문화 클러스터의 조절효과는 다집단비교 구조방정식을 통해 분석하였다. 검증결과, 해당 경로에 대한 영향력이 라틴 유럽 클러스터 보다 유교 클러스터에서더 강한 것으로 나타났다. 이러한 결과는 유교 클러스터가 라틴 유럽 클러스터에 비해 직접적인 비용지불에 따른자기희생 정도가 더 크고, 사회 구성원 기대에 상응하는 도의적 의무감을 강하게 느끼기 때문에 공정무역제품 구매 행위가 더 강하게 나타난 것으로 해석 가능하다. 본 논문은 규범활성화모델을 활용하여 공정무역제품 구매행동을 비교 문화적 관점에서 접근하여 윤리적 소비자의 의사결정과정을 실증적으로 구명했다는데 의의가 있다.
Abstract
Drawing on Norm Activation Model (NAM), this research investigates fair trade product purchasing behavior taking personal, normative and cultural factors into consideration. NAM offers a useful theoretical lens on the investigation of altruistic and irrational motives of individual consumers. The conceptual model includes two antecedent dimensions (i.e., anticipated emotions and personal values) which activate fair trade relevant personal norms and, in turn, purchasing behavior. The data analyzed using structural equation modeling indicates that anticipated pride has a greater impact on personal norms than anticipated guilt. Then benevolent value as an altruistic value activates personal norms, but power value has no significant impact on personal norms. Furthermore, activated personal norms significantly influence fair trade product purchase behavior. In this research we examine the moderating effect of cultural clusters on the relationship between personal norms and fair trade product purchasing behavior. The results of the multi-group analysis show that Confucian cluster has a greater impact on the relationship between personal norms and fair trade product purchasing behavior than Latin Europe cluster. This research provides deeper insight into the fair trade product purchase decision-making process based on NAM and cross-culture study in the field of international marketing.
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