젊은세대와 시니어세대간 기부의도에 관한 비교연구 = 심리적 거리와 도덕적 정체성의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

Recognition or intention of philanthropic behavior could lead to differences and the moral identity among them is a very important effecting factor in perspective of potential donors (Reed et al., 2007). Like this Perspective, this research provides an exploratory analysis of the intention to donation between young and senior generations. Furthermore, inquired into the moderating roles of psychological distance and moral identity. First, as the fact that the society is getting aged and the silver markets are emerging and are showing differences from the ones of young generation, there would be differences in donation behavior, which could diminish the social imbalance or asymmetry, by the difference of generation, and upon which the generational differences in intention of donation will be investigated. Second, in advance of investigating generational differences in intention of donation, adjusting factors that have effects on generational differences in intention of donation are investigated in this research. For this, in this research, psychological distance and moral identity are examined. Through observation on recent researches, it is found that moral identity plays a role of motivation in voluntary works and prosocial behaviors (Aquino, Reed II, Lim, and Felps, 2009; Aquino and Reed II 2002; Reed II and Aquino 2003). Third, it is inferred that people would showmore tendency of strengthening their interrelationship through donations that are related to charities in perspective of interdependency since intention of donation or donating itself are revealed when people recognize interdependence with certain society or group where they are belonged to instead of placing focus on their selves. Lastly, young generation shows more tendency of independent self construal and individualistic thinking, while senior generation shows more tendency of interdependent self construal where they tend to place more weights on ‘we’ and ‘harmony’, and they are more likely to have collectivism (Markus and Kitayama, 1991). Thus, it can be supposed that senior generation would show more intention of donation to those who are belonging to in-group while there would be no effect of categories like in-group or out-group on intention of donation of young generation. Also, it can be supposed that senior generation would show high tendency in intention of donation regardless of their level of moral identity and that young generation who have high level of moral identity would show high tendency in intention of donation along to the way of mitigating psychological incongruity and corresponding to their self-identities. The result of data analysis showed that the gap between young and senior generation`s donation intention. In other words, senior generations showed the higher donation intention than young generations. In particular the effect of the psychological distance showed just senior generations. That is the less psychological distance, the more donated. However the effect of the moral identity showed the young generations only. That is, the higher level of moral identity, the more donated. To sum up, psychological distance plays a critical role on senior generations, and moral identity plays a important motive variables to the young generations, individually. Furthermore, If we considered two sub dimensions(internalization and symbolization) of moral identity, the higher level of symbolization, the more young generations donated. But internalization dimensions have no effect to the young generations. The implication of this study is different from aging about psychological mechanism to donation intention. Therefore, to promote the donation that we need differential strategy for stimulating generational psychological motivation. Detailed implications are as followings. First, in this research, each of generations is segmented into young generation, baby boomer generation and senior generation, a generation that is older than baby boomer generatio

참고문헌 (Reference)

1 강형구, "한국기업 기부에 대한 실증분석 - 과거와 현재 -" 한국경영사학회 26 (26): 209-228, 2011

2 필립코틀러, "필립 코틀러의 굿워크 전략" 와이즈베리 2012

3 프랜시스 후쿠야마, "트러스트"

4 정혁진, "신산업기회 스트롱 시니어를 잡아라"

5 김영호, "스마트시니어마켓, 누가 선점할 것인가" DAEHONG COMMUNICATIONS 2009

6 성영신, "수혜자의 표정과 기부 목적에 따른 기부 설득 효과" 한국소비자·광고심리학회 12 (12): 639-658, 2011

7 정정호, "기부중단자의 특성 및 기부행위에 관한 연구" 한국사회복지연구회 (37) : 241-266, 2008

8 Koschate-Fischer, N., "Willing to Pay for CauseRelated Marketing : The Impact of Donation Amount and Moderating Effects" 49 (49): 910-927, 2012

9 Van Slyke, D. M., "Why Do People Give? : New Evidence and Strategies for Nonprofit Managers" 35 (35): 199-222, 2005

10 Cross, R., "Tie and Network Correlates of Individual Performance in Knowledge-Intensive Work" 47 (47): 928-937, 2004

11 Aquino, K., "The Self-Importance of Moral Identity" 83 (83): 1423-1440, 2002

12 Doran, D. J., "The Role of Personal Values in Fair Trade Consumption" 84 : 549-563, 2009

13 Harbaugh, W. T., "The Prestige Motive for Making Charitable Transfers" 88 (88): 277-282, 1998

14 Reynolds S. J., "The Effects of Moral Judgement and Moral Identity on Moral Behavior : An Empirical Examination of theMoral Individual" 92 (92): 1610-1624, 2007

15 Kirmani, A., "The Effect of Perceived Advertising Costs on Brand Perception" 17 : 160-171, 1990

16 Kohlberg, L., "The Child as aMoral Philosopher" 2 : 25-30, 1969

17 Aquino, K., "Testing a Social Cognitive Model Behavior : The Interactive Influence of Situations and Moral Identity Centrality" 97 (97): 123-141, 2009

18 Trope, Y., "Temporal Construal" 110 (110): 403-421, 2003

19 Jones, B., "Social Discounting" 17 (17): 283-286, 2006

20 Aquino, K., "Moral Identity and the Experience of Moral Elevation in Response to Acts of Uncommon Goodness" 100 (100): 703-718, 2011

21 Reed Ⅱ, A., "Moral Identity and the Expanding Circle of Moral Regard toward Out-Group" 84 : 1270-1286, 2003

22 Reed Ⅱ, A., "Moral Identity and Judgments of Charitable Behaviors" 71 : 178-193, 2007

23 Hoffman, M. L., "Moral Development, In Handbook of Child Psychology" John Wiley 261-361, 1970

24 Meiners, N. H., "Marketing to Senior Citizens : Challenges and Opportunities" 35 (35): 293-329, 2010

25 Isaacowitz, D. M., "Is There an Age-Related Positivity Effect in Visual Attention?" 6 (6): 511-516, 2006

26 Hardy, S. A, "Identity As a Source of Moral Motivation" 48 (48): 232-256, 2005

27 Winterich, K. P., "HowPolitical Identity and Charity Positioning Increase Donation: Insights from Moral Foundation Theory" 29 : 346-354, 2012

28 Morales, A. C., "Giving firms an ‘E’ for Effort : Consumer Responses to High Effort Firms" 31 (31): 806-812, 2005

29 Verhaert, G. A., "Empathy as Added Value in Predicting Donation Behavior" 64 (64): 1288-1295, 2011

30 Winterich, K. P., "Donation Behavior Toward In-Groups and Out-Groups: The Role of Gender and Moral Identity" 36 : 199-214, 2009

31 De Pelsmacker, P., "Do Consumers Care About Ethics : Willings to Pay for Fair-Trade Coffee" 39 (39): 363-385, 2005

32 Markus, H. R., "Culture and Self : Implication for Cognitions, Emotion, and Motivation" 98 (98): 224-253, 1991

33 Adbel-Ghany, M., "Consumption Patterns Among the Young-Old and Old-Old" 31 (31): 90-112, 1997

34 Trope, Y., "Construal-Level Theory of Psychological Distance" 117 (117): 440-463, 2010

35 Putnam, R., "Bowling Alone: The Collapse and Revival of American Community" Touchstone 2000

36 Mael, F., "Alumni and their Alma Matter : A Partial Test of the Reformulated Model of Organizational Identification" 13 (13): 103-123, 1992

37 Sherman, E., "Age/gender Judgments and Quality of Life Difference, In Marketing: A Return to the Broader Dimensions" American Marketing Association 319-320, 1988

38 이정기, "20대의 기부의도에 관한 탐색적 연구: 텔레비전 장르별 시청량, 가치성향, 계획행동이론 변인을 중심으로" 한국여성커뮤니케이션학회 (20) : 173-205, 2011