한국, 미국, 스웨덴의 문화적 성향과 기부행동 비교

다국어 초록 (Multilingual Abstract)

Donation is very crucial pro-social consumer behavior for the social structure of the virtuous circle.
Donation culture have been emerging even in south Korea since 1990’s and this leads to increase
researches on the status quo of donation and the influential variables. For exploring influential factors on
the donation of individual consumers, the individual characteristics as well as the socio-cultural aspects
are considered, because a society is reconstructed by culturally embedded economic practices. But
cultural aspects are rarely delved into as influential variables on donation behavior. This research is aimed
to examine how cultural orientation influence on the donation behavior of consumers. For measuring
cultural tendency, Triandis’s four cultural dimension were adopted: vertical collectivism, vertical
individualism, horizontal collectivism and horizontal individualism. For cross-cultural comparison, the
online survey were performed in Korea, USA, and Sweden. The respondents were 1,500 consumers in
their 20’s to 40’s and for a deeper understanding, 6 in-depth interviews were also performed.
Research results are as follow: The donation tendency of Korean respondents is much less than that of
American and Swedish. Cultural orientation was a very crucial factor on donation behavior, especially
horizontal collectivism was the most influential variable on donation in all three countries. In other words,
the social value of horizontal collectivism has to be expanded in the whole society for firing donation
culture. Not only this, voluntary work participation was also one of critical factor to donation tendency.
To activate donation culture, it is important to experience voluntary work from young age. This research
contributes to social science field by expanding the factors on donation to cultural aspects. For activating
donation culture, the social value of horizontal collectivism based on solidarity has to be the dominant
paradigm of a society.