노스탤지어의 유형이 기부의도에 미치는 영향 = 자기향상감과 사회적 책임감을 통한 조절초점의 매개된 조절효과를 중심으로

국문 초록 (Abstract)

사회적 책임에 기반을 둔 기업과 비영리조직의 활동은 점차 증가하고 있는 추세인 반면, 이들에게 기부하는 사람들은 주로 높은 연령대에 제한된 풀(pool)인 실정이다. 따라서 기부금모집에 있어서 추가 기부자를 구하는 일이 점차 어려워지고 있는 상황이다. 기존 기부자들의 기부금액을 증가시킬 뿐 아니라 젊은 층까지도 포괄해 잠재기부자들의 마음을 강력하게 움직일 수 있는 기부독려 캠페인이 그 어느 때보다 요구되는 상황이다. 그러한 맥락에서 다수의 연구들이 기부행동을 독려하는 영향요인을 탐색하고 있다. 본 연구는 그에 대한 하나의 열쇠로 노스탤지어가 기부의도에 미치는 영향을 탐색하고자 하였다. 특히, 대리적 노스탤지어가 지니는 잠재적 영향력의 중요성에도 불구하고 대부분의 선행연구가 체험적 노스탤지어를 그 대상으로 하고 있는 점에 착안하여, 본 연구는 체험적, 대리적 노스탤지어가 기부의도에 미치는 영향의 양적?질적 차이를 동시에 규명하고자 하였다. 또한 그러한 차이가 언제 극명해지는지를 밝힘으로써 이론적, 실무적 통찰을 제시하고자 하였다.
이를 위해 본 논문에서는 두 개의 연구가 수행되었다. 연구1에서는 체험적 노스탤지어와 대리적 노스탤지어가 기부의도에 미치는 영향의 양적 차이에 주목하였고, 연구 2에서는 두 유형의 노스탤지어가 기부의도에 미치는 영향의 질적 차원에 초점을 두었다. 주요 연구결과는 다음과 같다. 첫째, 노스탤지어는 기부의도에 상이한 수준으로 영향을 미친다(체험적> 대리적> 통제). 둘째, 노스탤지어의 유형이 기부의도에 미치는 영향은 자기향상감, 사회적 책임감에 의해 매개된다. 셋째, 조절초점은 자기향상감과 사회적 책임감의 매개효과를 바탕으로 노스탤지어와 기부의도 간의 관계를 조절한다(매개된 조절효과). 더불어, 결론에서는 연구결과를 바탕으로 이론적 시사점과 효과적인 마케팅 전략 수립을 위한 실무적 시사점 그리고 향후 연구를 위한 방향을 제시하고 있다.

다국어 초록 (Multilingual Abstract)

Charitable giving has stagnated over decades in many countries. The bulk of givers are older adults, whereas there has been a tremendous increase in the number of charitable organizations and the CSR activities of firms. This raises the competitive intensity among firms and non-profit organizations competing for a share of a limited pool of donor funds. The key challenge for marketers is to attract new and younger givers and increase the amount of giving among current givers as well. One potentially relevant construct is nostalgia, which has come to the fore recently. Despite the importance of vicarious nostalgia in terms of its potential, most research to date has focused on personal nostalgia.
This paper thus seeks to shed light on the differential effects of personal nostalgia and vicarious nostalgia on donation intention. For this purpose, we have conducted two studies. In Study 1, the results show that personal nostalgia has a greater effect on donation intention than vicarious nostalgia does. Study 2 demonstrates that the two types of nostalgia have different levels of impact on donation intention through self-enhancement and social responsibility with the moderating effect of regulatory focus. The effect of personal nostalgia is maximized when the charitable giving message is framed with promotion focus, whereas the effect of vicarious nostalgia is maximized with the prevention-focused message.
The research findings suggest many implications for marketers and researchers. Limitations and future research ideas are also discussed.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 연구의 배경 및 목적
• Ⅱ. 이론적 배경
• Ⅲ. 실증연구
• Ⅳ. 논의 및 시사점
• Ⅴ. 연구의 한계 및 제언
• 참고문헌

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