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중화권 연예인의 기부활동이 대중의 기부 동참의도에 미치는 영향: 연예인의 자선적 이미지의 매개효과와 기부 진정성의 조절효과 검증
유학진,안동근 한국엔터테인먼트산업학회 2023 한국엔터테인먼트산업학회논문지 Vol.17 No.8
The purpose of this study was to examine the effect of philanthropy activities of celebrities in the Greater China region on the public's intention to participate in donations, and also to examine the moderating effect of the authenticity of celebrity donations and the mediating effect of celebrity’s philanthropic image. An online survey was conducted targeting male and female adults aged 20 to 50 living in mainland China, and the following results were obtained as a result of analysis using Hayes' Process. First, the philanthropy activities of celebrities had a positive effect on the public's intention to participate in donations(Hypothesis 1 was supported). Second, the donation activities of celebrities had a positive effect on the celebrity's philanthropic image, and the philanthropic image had a positive effect on the public's intention to participate in donations(Hypotheses 2 and 3 were supported). Third, authenticity of celebrity donations had a moderating effect on the relationship between donation activities and the celebrity’s philanthropic image, and this moderating effect also had a positive effect on the public's intention to participate in donations through the celebrity's philanthropic image. (Hypotheses 4 and 5 were supported). In the conclusion, the results of the study were summarized, implications of this study, and suggestions for future research were presented.
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