소득수준과 자아해석 유형이 기부행위에 미치는 영향

Abstract

In this study I examined the effect of income level and self-construal on the donation activities. Especially, I investigated that types of self-construal played an essential moderating role in the relationship between income level and donation activities. According to the results, as income level was increased, consumers' donation amount tended to be increased, but the donation amounts were decreased when the income level was very low. Also, the result of the two-way interaction showed that consumers with interdependent self-construal were more donated than consumer with independent self-construal in the case of high income level or middle income level. But, when income level was low, there was no difference of the types of self-construal in the donation amount.

Key words: income level, self-construal, donation amount.