기부를 하려는 의지에 대한 개인의 자아해석의 역할 = The Role of an Individual’s Self-Construal on the Willingness to Donate: The Mediating Roles of Altruistic and Egoistic and the Moderating Roles of Mood, Self-Enhancement and Self-Involvement

다국어 초록 (Multilingual Abstract)

Charitable contributions are a big part of our society. Some people prefer to give money while others enjoy the opportunity to get personally involved. Charitable organizations are increasing under the financial pressure. However, research examining consumer attitudes toward and motivations for giving to charity have yielded ambiguous results.
This article investigates the role of an individual’s self-construal impact on willingness to donate through mediating roles of altruistic and egoistic motives. Moreover, it also provided the moderating effects of self-enhancement, involvement, self-congruence and program-induced moods on subsequent processing of charity advertisements. These objectives were pursued through the implementation of quantitative (n=350) undergraduate students.
Participants were induced to experience a happy or sad mood by watching a 3-minutes segment of a happy or sad TV program. Then they were shown charity ad and asked about their processing of the ad.
As hypothesized, results indicated people who watched the sad program report greater behavioral intention than those who watched the happy program and interdependent participants tend to be more responsive to the negative appeal and independent self-construal is more likely to be persuaded by the positive appeal. Therefore, advertisement placement is very important. Moreover, self-enhancement, self-congruence and involvement plays important roles in the relationship between self-construal and behavioral intention. We discuss the theoretical importance of the findings. Findings highlight the importance of appropriate ad placement.

국문 초록 (Abstract)

자선 단체는 재정적 압박을 받으며 증가하고 있다. 그러나 자선을 하는 동기와 자선을 대하는 소비자의 태도를 알아보는 연구는 여러 가지 결과를 보여주고 있다.
본 논문은 이타적이고 이기적인 동기의 매개 역할을 통해 기부자발성에 대한 개인적인 자아해석 영향의 역할을 조사한다.
더욱이 연구는 차후 자선 광고 처리에 자기강화, 관련성, 프로그램으로 유발된 감정의 조절효과를 제공하였다.
참가자들이 행복하거나 슬픈 내용을 담은 3분 분량의 텔레비전 프로그램을 시청하게 하여 행복하거나 슬픈 감정을 경험하도록 조성하였다. 그런 다음에 참가자들에게 자선 광고를 보여주고 해당 광고 처리에 대해 질문을 하였다. 슬픈 프로그램을 본 사람들에게서 나온 결과는 행복한 프로그램을 본 사람들보다 더 큰 행동의도를 알렸다. 그리고 상호의존적인 참가자들은 부정적인 호소에 더 반응을 보이는 경향이었고 독립적인 자아해석인 사람들은 긍정적인 호소에 더 설득되는 경향이 있었다.
그래서 광고의 배치가 매우 중요하고 또한 자기강화와 관련성은 자아해석과 행동의도 사이의 관계에 중요한 역할을 한다.
우리는 연구결과의 이론적 중요성을 논의하였다. 연구결과는 적절한 광고 배치의 중요성을 강조하고 있다.

목차 (Table of Contents)

• CHAPTER 1. INTRODUCTION 1
• 1.1. Necessities of Current Research 1
• 1.2. Objectives of Current Research 7
• 1.3. Construction of Current Research 9
• CHAPTER 2. THEORETICAL BACKGROUND 11
• 2.1. Self-Construal 11
• 2.2. Altruistic and Egoistic Motives 15
• 2.3. Willingness to Donate 23
• 2.4. Self-Enhancement 26
• 2.5. Involvement 29
• 2.6. Mood 34
• 2.7. Self-Congruence 38
• CHAPTER 3. HYPOTHESES DEVELOPMENT 42
• 3.1. The Relationship between Self-Construal and Willingness to Donate 42
• 3.2. The Relationship between Altruistic and Egoistic Motives and Willingness to Donate 45
• 3.3. The Relationship between Self-Construal and Self-Congruence and Willingness to Donate 48
• 3.4. The Relationship between Self-Construal and Mood and Willingness to Donate 51
• 3.5. The Relationship between Self-Construal and Self-Enhancement and Willingness to Donate 53
• 3.6. The Relationship between Self-Construal and Involvement and Willingness to Donate 55
• CHAPTER 4. EMPIRICAL STUDY 58
• 4.1. Overview of Study 58
• 4.2. Method 60
• 4.2.1 Pretest 60
• 4.2.2 Sampling and Data Collection Procedure 60
• 4.3. Measures 61
• 4.3.1 Self-Construal 61
• 4.3.2 Willingness to Donate 62
• 4.3.3 Altruistic Motives 63
• 4.3.4 Egoistic Motives 63
• 4.3.5 Self-Enhancement 64
• 4.3.6 Involvement 64
• 4.3.7 Self-Congruence 65
• 4.3.7.1 Charity Type 65
• 4.3.7.2 In-group Charity Ad 65
• 4.3.7.2 Out-group Charity Ad 65
• 4.3.8 Mood Manipulation Check 66
• 4.4. Empirical Results 67
• 4.4.1 Pretest 67
• 4.4.2 Procedure of Pretest 67
• 4.4.3 Characteristics of the Sample for Main Test 68
• 4.4.4 Reliability and Validity 70
• 4.4.5 Testing the Main Hypotheses 72
• 4.4.6 Mediation Analysis of Egoistic Motives between Independent and Willingness to Donate 74
• 4.4.7 Mediation Analysis of Altruistic Motives between Interdependent and Willingness to Donate 75
• 4.4.8 Moderating Roles of Self-Congruence on the Relationship between Self-Construal and Willingness to Donate 77
• 4.4.9 Moderating Roles of Mood on the Relationship between Self-Construal and Willingness to Donate 81
• 4.4.10 Moderating Roles of Self-enhancement on the Relationship between Self-Construal and Willingness to Donate 83
• 4.4.11 Moderating Roles of Involvement on the Relationship between Self-Construal and Willingness to Donate 84
• 4.5 Summary of Hypotheses Testing of Study 86
• CHAPTER 5. GENERAL DISCUSSION 88
• 5.1. Summary 88
• 5.2. Theoretical and Managerial Implications 93
• 5.3. Limitations and Future Research 96
• REFERENCES 100
• APPENDIX A 119
• APPENDIX B 124
• APPENDIX C 129
• APPENDIX D 135