기부자의 도덕적 정체성과 수혜자의 사회적 지위가 기부행동에 미치는 영향
You are Better than Me. But I’ll Help You: Moral Identity and Social Status on Donation Behavior
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본 연구는 기부행동에서 기부자의 도덕적 정체성 수준과 수혜자의 사회적 지위에 따른소비자의 기부행동에 미치는 영향을 살펴보았다. 이를 검증하기 위하여 도덕적 정체성(높은 vs. 낮은) × 사회적 지위(높은 vs. 낮은)를 독립변수로 하여 이원분산분석(two-way ANOVA)를 실시하였다. 연구 분석 결과 수혜자의 사회적 지위가 높은 경우 기부자의 도덕적 정체성 수준이 낮을 때 보다 높을 때 기부의도 및 기부태도는 높게 나타났다. 반면에 수혜자의 사회적 지위가 낮은 경우 기부자의 도덕적 정체성 수준에 관계없이 기부의도및 기부태도는 높게 나타났으나 통계적으로 유의미한 결과는 나타나지 않았다. 본 연구를 통하여 기부자의 도덕적 정체성 수준이 소비자의 기부행동에 미치는 효과가수혜자의 사회적 지위 수준에 따라 달라질 수 있다는 연구 결과를 보여 주었다. 따라서마케팅 실무자는 기부 촉진을 위한 마케팅 커뮤니케이션에서 기부자의 사회적 지위를 높이는 자극을 제시함으로써 기부자 자신과 비교하여 낮은 지위의 수혜자에게 기부하는 기부의 범위를 넓힐 수 있는 장치를 마련하였다는데 실무적인 시사점을 제공한다.
Abstract
This study examined how moral identity and social status affect donation intention and attitude on consumer’s donation behavior. To demonstrate, I conducted two-way ANOVA using the level of moral identity(high vs. low) and social statue(high vs. low). The results showed that there were significant interaction effect between moral identity of donor and social status of recipient. Specifically, when social status of recipient is high, donor with high moral identity was higher donation intention and attitude than donor having lower moral identity. On the other hand, when social status of recipient is low, donor’s donation intention and attitude was high regardless of moral identity of donor. This study contributes to the donation literature on social status between donor and recipient. Moreover, the marketers should promote marketing communication to increase donor’s social status because givers compare their status to beneficiary’s.
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