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나에게 발생한 긍정적인 일은 기부를 증가시키는가? - 통제소재의 역할을 중심으로

Does A Positive Event Happened to Me Increase Donation? - The Role of Locus of Control

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한국소비자학회 (Korean Society Of Consumer Studies)|2016.08|소비자학연구 (Journal of Consumer Studies)|제27권 제4호|pp. 35-56

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참고문헌

키워드

internal control내적통제소재donation기부통제소재locus of controlexternal control외적통제소재호혜성 지각perceived reciprocity
주제분류경제학

초록

기부에 대한 소비자 반응을 다룬 연구들은 주로 기부상황에서 발생되는 감정의 영향 혹은 설득커뮤니케이션 관점에서 기부의도에 영향을 주는 요인들을 중심으로 이루어져 왔다. 이러한 선행연구들의 결과에 더하여 본 연구는 기부자의 통제소재와 기부자가 경험한 사건의 극성이 기부행동에 어떠한 결합효과를 나타내는지 탐구하고자 하였다. 구체적인 가설로써 설명하면, 내적통제소재를 가진 소비자들은 유사한 조건의 타인과 달리 자신만 긍정적 사건을 경험하면, 익명의 대상에 대한 호혜성을 실현하고자하여 적극적인 기부행동을 보이게 될 것인 반면, 외적통제소재를 가진 소비자들은 자신에게 일어난 일의 대부분이 외부 힘에 의해 발생한다는 판단때문에 경험한 사건의 극성에 따른 차별된 기부행동을 보이지 않게 될 것으로 제안하였다. 실험결과를 요약해보면, 내적통제소재를 가진 소비자들은 긍정적 사건을 경험할 때 부정적 사건을 경험할 경우에 비하여 높은 기부선택과 기부의도를 보이는 반면, 외적통제소재의 소비자들은 경험한 사건의 극성에 따른 차별된 반응이 나타나지 않았다. 이러한 결과는 지각된 호혜성이 매개하는 것으로 나타났으며, 1+1 기부마케팅 프로모션 참여 상황에서도 동일하게 도출되었다. 본 연구는 통제소재이론을 기부상황으로 확장하면서 새로운 결과를 이끌어내었을 뿐 아니라, 기부발생 동기에 대한 새로운 관점의 탐구결과를 제시하였다.

Abstract

Donation-relevant studies have mainly focused on the response by emotion evoked from the situation which donees are confronted with. To add new findings to these previous researches, this research pays attention to the effect of consumers' locus of control and the valence of experienced event on donation behavior. Drawing upon theory of locus of control and the characteristics of donation behavior, the author suggests two hypotheses. Hypothesis 1 posits that individuals in an internal control will be aware of anonymous others and perceive reciprocity, which will increase the likelihood of donation when they experience positive event(vs. negative event). By contrast, individuals in an external control think the consequences around themselves are caused by external targets or agency. Thus, they will show no difference in donation behavior regardless of the valence of what they experience. Following the above reasoning, it is expected that perceived reciprocity will mediate the interaction between locus of control and the valence of experienced event(Hypothesis 2). The author has adopted a scenario-based experiment and conducted two experiments. In Experiment 1, the likelihood of donation and its intention of participants in an internal control was significantly higher when they were in the condition of a positive event than in a negative event. Whereas participants in an external control did not show different responses between conditions. Additionally, the mediation test confirmed that perceived reciprocity was attributable to the change of donation intention among the interaction effect. In Experiment 2, previous results were replicated in the marketing promotion including donation. In conclusion, consumers' donation behaviors can be different depending on the locus of control and the valence of experienced event. The research findings present another motive toward donation and apply locus of control to marketing area.

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