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도덕적 정체성과 자아해석이 기부의도에 미치는 효과

The Effect of Moral Identity and Self-construal on Donation Intention

박종철|박명진
한국소비자학회 (Korean Society Of Consumer Studies)|2013.06|소비자학연구 (Journal of Consumer Studies)|제24권 제2호|pp. 47-70

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참고문헌

키워드

도덕적 정체성moral identityself-construal독립적 자아해석independent self-construalinterdependent self-construal자아해석기부의도donation behavior상호의존적 자아해석
주제분류경제학

초록

본 연구는 소비자의 기부의도와 관련하여 기부의도에 영향을 미칠 수 있는 새로운 요인을 고찰하고자 하였다. 특히, 과거 연구자들은 인구통계학적 특성과 기부동기가 소비자의 기부행동에 영향을 미칠 수 있음을 제시해왔는데, 본 연구는 소비자의 자아해석(self-construal) 성향과 도덕적 정체성(moral identity) 수준에 따라 소비자의 기부행동이 달라질 수 있음을 제시하였다. 즉, 도덕적 정체성이 소비자의 기부의도에 영향을 미치는데 있어 개인의 도덕성 수준과 더불어 자아(self)의 특성도 중요하다는 사실을 제시하고 있다. 궁극적으로 본 연구에서는 도덕적 정체성이 낮더라도 상호의존적 자아해석 성향을 지닌 사람들의 경우에는 기부의도가 더 높게 나타날 수 있음을 제시하였다. 분석결과, 도덕적 정체성이 높은 소비자들이 도덕적 정체성이 낮은 소비자들에 비하여 기부의도가 높게 나타났다. 이러한 결과는 도덕적 정체성이 높은 소비자들은 어려움에 처한 사람들을 보게 되면 소비자들의 스키마 구조에서 도덕성과 관련된 개념들이 활성화되고, 이렇게 활성화된 도덕성이 어려움에 처한 사람들을 자신의 일로 간주하게 만들며, 나아가 다른 사람의 복지를 고려하면서 도덕적 포함 범위를 더욱 넓혀가는 경향이 있다는 사실을 제시해준다. 또한, 소비자의 자아해석 유형이 기부의도에 영향을 미치는데 있어 도덕적 정체성 수준에 따라 그 효과가 달라지는 것으로 나타났다. 즉 상호의존적 자아해석 성향을 지닌 사람들은 도덕적 정체성의 수준에 관계없이 기부의도가 높게 나타났으며, 반대로 독립적 자아해석 성향을 지닌 사람들은 도덕적 정체성 수준이 높을 경우에만 기부의도가 높게 나타났다. 결과적으로 본 연구는 기부와 관련하여 사람들이 지니고 있는 도덕성과 관련된 인식도 중요하지만, 사람들이 지니고 있는 자아(self) 구조의 특성이 중요한 영향을 미친다는 사실을 제시해준다. 그리고 본 연구는 비영리 기관이나 CSR활동 관련 기업들이 개인이 지니고 있는 도덕적 정체성과 자아해석 성향을 분석함으로써 향후 기부자에 대한 고객관리 구축 시 기부자의 성향에 대한 정보를 파악하는데 도움을 줄 것이다.

Abstract

With growing interest in the influencing factors on donation behavior, this research has examined the roles of moral identity and self-construal on the donation intention. Despite a long tradition of research on donation behavior, little is known about the impact of moral identity and self-construal. To fill this gap in the literature, the research examined how self- construal and moral identity, respectively, influence donation intention in an experimental setting. So, this research proposed an individual's moral traits related to morality and self traits as influencing factors on the donation intention. For the experiment, one hundred fifty-two undergraduate students taking an introductory marketing class participated in the between-subjects design experiment in which participants were randomly assigned to either the interdependent self-construal priming condition or the independent self-construal priming condition using the procedure used in previous studies. In the interdependent self-construal condition(vs. independent self-construal condition), participants were instructed to write down ten ‘We’ priming sentences (vs. ‘I’ priming sentences) associated with travel that they had experienced in the past or expected to experience in the future. After completing the priming tasks, the participants were evaluated with moral identity, IOS, pride, and donation intension scales. Data analysis was conducted in two phases. The first phase was H1 analysis. And in the second phase, mediating effects of the pride and IOS(inclusion of other in the self) were examined(H2, H3).According to the results, moral identity positively influenced on donation behavior. Namely, when moral identity was high, consumers' donation intention tended to be raised. Also, the result of the two-way interaction showed that donation intention of consumers with interdependent self-construal tended to be raised regardless of moral identity level. However, donation intention of consumers with independent self-construal was raised only when their moral identity was high. Above all, it also provides some insights for the nature of interactions between the two constructs. Besides, according to the results of the mediating test, there was partial mediating effect of pride in the relations between self-construal and moral identity and consumers' donation intention. The main contribution of this research is to demonstrate the relevance of moral identity as a predictor of donation intention as well as to suggest self-construal as a moderator these relation. These findings should be useful for managers of nonprofit organizations as well as managers of companies engaging in charitable work corporate social responsibility initiatives. Although fund-raisers cannot change their donors' moral identities, they can influence the salience of moral identities through advertising and fun-raising campaigns. Moral identity may not be easily measurable in consumers, but it is possible for organizations(nonprofit organizations) to prime moral identity.

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