초록 열기/닫기 버튼
본 연구는 연령에 따라 기부의도에 차이를 보일것인가의 추론에 기초해서 젊은세대와 시니어세대들간의 기부의도에 관한차이를 탐구하였다. 분석결과 젊은세대와 시니어세대간의 기부의도에 있어서는 차이를 보이고 있었다. 즉 젊은세대보다는시니어세대들이 더 높은 기부의도 성향을 나타냈다. 다음으로 젊은세대와 시니어세대의 기부의도 차이에 영향을 미치는조절요인을 살펴보았다. 첫째, 해석수준이론(construal level theory)중 공간적 거리(spatial distance)에 따른 심리적거리를 측정한 결과 나와 기부대상자의 거리를 가깝게 지각할수록 더 높은 기부의도를 보여주었다. 하지만 이러한 차이는젊은세대보다는 시니어세대들에게서만 나타나고 있었다. 둘째, 도덕적 정체성과의 관계성을 살펴본 결과 시니어세대에서는 도덕적 정체성 수준에 상관없이 상대적으로 높은 기부의도 성향을 보이고 있었으며, 젊은세대들의 경우 도덕적 정체성수준이 높은 집단이 낮은 집단에 비해 높은 기부의도를 보여주었다. 마지막으로 도덕적 정체성을 2가지 차원(내면성 vs 상징성)으로 세분화하여 젊은세대의 기부의도를 분석한 결과 내면성 보다는 상징성 차원의 도덕적 정체성이 높은 기부자들이 더 높은 기부의도를 보여주고 있었다. 이를 통해 제시할 수 있는 시사점으로는 친사회적 행동과 같은 기부의도는 연령이 높아질수록 긍정적인 성향을 보이고 있으므로 보다 공격적인 기부촉진전략을 위해 시니어세대보다는 젊은세대를 타깃으로 하는 표적화된 촉진전략이 요구된다. 또한 각 세대별로 기부의도에 영향을 미치는 차별적 동기요인을 확인하고 세대별 심리적 메커니즘의 차이를 활용한 차별화된 전략실행이 요구된다.
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 generation and that would be the potential consumers, through reasonable segmentation standards to assist in having an actual targeting strategy. Second, this research not only suggests measuring the intention of donation behavior by generational differences, but also suggests to thoroughly investigate the reason beneath the generational differences in the intention of donation. Especially,the necessity of “whom” to be targeted and “how” to persuade them is getting more weight since the beneficiaries from donation are not just confined to domestic ones, but they are being enlarged to developing countries or those who do not have firm political or economical ground. Finally, since moral identity of symbolic dimension is being shown notably in young generation, it could be effective to have a strategy that stimulates symbolic identities of young generation to let them self-satisfied through publicity and opening their donation behaviors to public to promote young generation's donation.
키워드열기/닫기 버튼
Moral Identity, Psychological Distance, Donation Intention
