공감능력이 낮아도 기부의도를 높일 수 있는가?: 기부금액의 제시방식과 공감의 상호작용이 기부의도에 미치는 영향
Can Giving be Heightened with Low Empathy?: The Effect of the Interaction of Presentation of Giving Amount and Empathy on Giving
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초록
사람들의 기부의도에 영향을 미치는 선행요인에 대해 탐색한 연구들이 많은 가운데, 본 연구는 기부금액의 제시방식과 사람들의 공감정도에 초점을 맞추었다. 본 연구에서는 기부금액의 총액을 동일하게 하되, 분리하여 제시하였을 때와 통합하여 제시하였을 때에 사람들의 공감능력과의 상호작용이 기부의도에 미치는 영향을 살펴보았다. 구체적으로, 공감이 높은 사람들은 기부금액이 분리조건이든 통합조건이든 구매의도에 유의한 차이가 없는 반면에, 공감이 낮은 사람들은 기부금액이 분리조건일 때 통합조건일 때 보다 기부의도가 유의하게 높게 나타났다. 아울러 공감이 낮을 경우, 기부금액의 제시방식이 기부 의도에 미치는 영향은 기부단체를 진정성 있게 인식하는 정도에 의해 매개되는 것으로 나타났다. 본 연구는 기부활동에 있어 효율성 증대를 위한 정보를 제공한다는 측면에서 의의가 있고 학문적으로 기부 및 공감 관련 연구분야를 확장하였다는 점에서 의의가 있다.
Abstract
Among much research in exploring the antecedents of people’s charitable donation, this research examines the effect on giving intention of the interaction of people’s empathy when categorizing the donation amount. Specifically, people with high empathy did not reveal significant difference between divided condition and combined condition, while people with low empathy revealed significantly higher intention to donate in divided condition than combined condition. Also for low empathy, the effect of the interaction of presentation of donation amount and empathy on intention to give was mediated by perceived authenticity of the donation organization. This research has implication for providing information in enhancing efficiency in donation activities and contributes academically by expanding the research area of donation and empathy.
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