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비영리조직의 기부공개 전략이 기부의도에 미치는 영향

The Effects of Publicizing Donation Strategies of Non-Profit Organizations on Giving Intention

이한근|지성구|이상균
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2017.02|상품학연구 (Journal of Product Research)|제35권 제1호|pp. 159-169|DOI 10.36345/kacst.2017.35.1.016

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참고문헌

키워드

narcissism자기애moral identity기부의도비영리조직non-profit organizationgiving intention기부공개도덕정체성publicizing donation
주제분류경영학

초록

본 연구는 비영리조직의 기부공개 전략이 기부자의 기부의도에 미치는 영향에 있어 도덕정체성과 자기애의 조절적 역할에 대해 살펴보았다. 본 연구의 목적을 달성하기 위해 대학생 194명을 대상으로 2(기부공개 여부: 공개 vs 비공개) x 2(도덕정체성: 고 vs 저) x 2(자기애: 고 vs 저)의 집단 간 실험설계를 사용하였다. 실증분석 결과, 비영리조직이 기부자의 기부활동을 대중에게 공개하는 상황에서 자기애가 높은 기부자의 경우, 도덕정체성이 높을 때보다 낮을 때 더 호의적인 기부의도를 보였다. 반면, 자기애가 낮은 기부자의 경우, 도덕정체성에 따른 기부의도의 차이를 보이지 않았다. 마지막으로 비영리조직이 기부자의 기부활동을 대중에게 비공개하는 상황에서는 기부자의 자기애와 관계없이 도덕정체성이 높은 기부자의 경우 낮은 기부자보다 기부의도가 더 호의적인 것으로 나타났다. 이러한 결과를 통하여 학문적, 실무적 시사점을 논의하고 향후 연구방향을 제시하였다.

Abstract

This study investigates how publicizing donation, donor’s moral identity and narcissism influence the giving intention. In order to achieve the study purpose, one hundred and ninety-four undergraduate students from university in South Korea were recruited in exchange for gift certificates. Participants were randomly assigned to condition of a 2(publicizing donation: publicized vs. non-publicized) x 2(moral identity: high vs. low) x 2(narcissism: high vs. low). The study found that when donor`s donation will be publicizing, donors with high level of narcissism showed more favorable giving intention in low level of moral identity than high level of moral identity. Whereas donors with low level of narcissism donated indifferent between level of moral identity. Additionally, when donor`s donation will be not publicizing, regardless of level of narcissism, donors with high level of moral identity showed more favorable giving intention than low level of moral identity. This study conclusion offered the implications of findings and future research.

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