기부 자극물 제시방식이 기부의도에 미치는 영향

Abstract

This study presented the effect of presentation of donation stimuli on donation intentions, and further identified the effect by manipulating the donation stimuli to the level of presentation of the donee's expression and donation goals. In this causal relationship, the regularoty focus and the moral identity variable were presented as consumer propensity, and the interaction effect between the donee's facial expression and the consumer regulatory focus and the interaction effect between the donation objective level and the moral identity level was considered. In addition, the psychological mechanism for these results presented the variables of self-centered and other people-centered emotions, and the effect was identified. In addition, two studies were conducted to consider differences in donations based on consumer preferences in these donation relationships. In Study 1, the effect of the donee's expression on the intention of donation was considered, and the moderating effect of the consumer's regularoty focus and the mediating effect of donation emotion were identified in these relationships. Research 2 has identified the effect on donation intentions according to the level of presentation of donation goals and the effect of controlling consumers' moral identity tendencies in these relationships. According to the analysis results, consumers with a propensity for promotion focus(vs. preventive focus) when the donee's expression is happy were more likely to donate. And when the denee's expression was sad, consumers with a tendency to prevention focus(vs. promotion focus) were more likely to give. And promotion-focused consumers are more likely to perceive self-centered feelings than prevention-focused consumers. In addition, it was shown that other-centered emotions were perceived highly when presented as happy expressions (vs. sad expressions) for promotion-focused consumers, while others were perceived higher when presented as sad expressions (vs. happy expressions) for prevention-focused consumers.