기부와 사회적 소속감이 소비자의 행복에 미치는 영향 = A Study of Donation Type and Social Connection on Consumers' Happiness

다국어 초록 (Multilingual Abstract)

Recently, Corporate social responsibility is very important. Donations are crucial in the type of corporate social responsibility.
The difference based on donation types, donation involvement and social connection regarding consumers’ happiness was studied. Donation types were classified by material donation and time donation and the relevance between social connection and donation involvement to consumers’ happiness was analyzed in detail. The hypothesis was made based on the previous researches on donation and the happiness and followed by the experiment. It was shown that donation types did not affect directly to consumers’ happiness.
The main effect of donation types was not demonstrated, while the interaction effect was clarified in social connection and donation involvement on donation types as expected. In other words, Consumers who feel more sense of social belonging appeared to show happiness when they performed time donation. Furthermore it was confirmed that consumers who 're high-involved in donation, They Concluded that time donation males more happier than monetary-donation.
This study suggests that consumers’ happiness will be optimized when company’s new marketing strategy in new promotion is employed on time.

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