기부 감정의 메커니즘에 관한 연구: 수혜자의 효과성 기대를 중심으로
The Study on the Mechanism of Donation Emotion: Focusing on the Effectiveness Expectations for Donee
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
기존 연구들은 단순히 수혜자의 표정으로 유발된 감정이 기부의도에 긍정적인 영향을 미칠 수 있음을 제시해왔다. 하지만, 본 연구는 행복감과 기쁨으로 유발된 자기중심적 감정과 동정심과 공감, 슬픔으로 유발된 타인중심적 감정이 기부자들로 하여금 수혜자의 상황이 더 나아질 수 있다는 ‘수혜자의 효과성에 대한 기대’를 형성하여 기부의도에 긍정적인 영향을 미칠 수도 있음을 살펴보았다. 분석결과, 먼저, 자기중심적 감정과 타인중심적 감정은 기존 연구결과와 동일하게 기부의도에 긍정적인 영향을 미치는 것으로 나타났다. 또한, 자기중심적 감정과 타인중심적 감정은 수혜자의 효과성에 대한 기대에도 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과는 기존 연구와 다르게 본 연구에서 새롭게 밝혀낸 나타난 흥미 있는 결과라고 볼 수 있다(이중 경로 효과 고찰). 끝으로 감정으로 유발된 수혜자의 효과성 기대는 기부의도에 긍정적인 영향을 미치는 것으로 나타났다. 결과적으로 본 연구는 비영리단체들이 향후 기부전략을 구사하는데 효과적인 전략적 지침을 제공할 것으로 기대한다.
Abstract
Previous studies only investigated happiness and sympathy as a donation emotion mechanism. Different from the past studies, in this study we postulates that the 'effectiveness expectations for donee' play an essential mediating role in the relationship between the donation emotion and the donation intention. So, the aim of this research is to examine the psychological mechanism of the 'effectiveness expectations for donee' in the relationship between donation emotion and donation intention. A model integrating self-focused emotion, other-focused emotion, effectiveness expectations for donee and donation intention was tested using the data of 310 undergraduate students. The results of the data analysis showed that the self-focused emotion positively influences on the effectiveness expectations for donee and donation intention. Also, the other-focused emotion has a significant impact on the effectiveness expectations for donee and donation intention. Finally, our results indicate that the effectiveness expectations for donee has a significant influence on the donation intention.
참고문헌 (15)
- Bagozzi, R. P., "On the Evaluation of Structural Equation Models", Journal of Academy of Marketing Science, 16(1), pp.74~94 (1988)
- Barasch A., "Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior", Advance in Consumer Research, 41, pp.287~292 (2014)
- Batson, C. Daniel, "How Social Is the Animal? The Human Capacity for Caring", American Psychologist, 45, pp.336~346 (1990)
- Batson, C. Daniel, "The Altruism Question: Toward a Social-Psychological Answer" (1991), Lawrence Erlbaum Associates
- Dewall, C. N., "Alone But Feeling No Pain: Effects of Social Exclusion on Physical Pain Tolerance and Pain Threshold, Affective Forecasting, and Interpersonal Empathy", Journal of Personality and Social Psychology, 91, pp.1~15 (2006)
- Dickett, S., "Two Routes to the Perception of Need: The Role of Affective vs. Deliberative Information Processing in Prosocial Behavior", Doctor, pp.2008
- Dovidio, J. F., "Specificity of Empathy-Induced Helping : Evidence for Altruistic Motivation", Journal of Personality and Social Psychology, 59(2), pp.249~260 (1990)
- Ekman, P., "Emotion in the Human Face : Guidelines for Research and an Integration of Findings" (1972), Pergamon Press
- Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Liu, W., "The Happiness of Giving: The Time-Ask Effect", Journal of Consumer Research, 35(2), pp.68~78 (2008)
- Marsh, H. W., "Assessing Goodness of Fit : Is Parsimony always Desirable?", Journal of Experimental Education, 64, pp.364~390 (1996)
- Nunnally, J. C., "Psychometric Theory" (1994), McGraw-Hill
- Small, D, "The Face of Need: Facial Emotion Expression on Charity Advertisement", Journal of Marketing Research, pp.777~787 (2009)
- Twenge J. M., "Social Exclusion and the Deconstructed state : Time Perception, Meaninglessness, Lethargy, Lack of Emotion, and Self-Awareness", Journal of Personality and Social Psychology, 85, pp.409~423 (2003)
- Winterich, K. P., "Wam Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions", Journal of Marketing Research, 48(5), pp.855~868 (2011)