도덕적 정체성이 기부의도에 미치는 심리적 메커니즘 고찰

다국어 초록 (Multilingual Abstract)

Different from the past studies, in this study we tested that moral elevation plays an essential mediating role in the relationship between the moral identity and donation intention. Namely, we estimated a path model that included the three elevation components(positive emotion, desire to be a better person, views of humanity) as mediators of the two dimensions of moral identity and donation intention.
The results of data analysis showed that the paths from internalization to positive emotion, desire to be a better person, and views of humanity were all significant regardless of self-construal. But the paths from symbolization to positive emotion and to views of humanity were not significant except the path from symbolization to desire to be a better person in consumers with independent self-construal. Also, three elevation components have a significant influence on donation intension.