기부자 권력거리신념이 크라우드펀딩 기부의도에 미치는 영향: 수혜자 필요형태의 조절효과를 중심으로 = The Effect of People’s Power Distance Belief on Their Donation Intentions: The Moderating Effect of Receivers’ Need Type

다국어 초록 (Multilingual Abstract)

Donations through crowdfunding have recently attracted increasing attention due to its extensive applications. Crowdfunding donations are distinct from typical donations in the sense that the donation behaviors through crowdfunding are more visible since givers can observe their own donating behaviors along with other people’s donations. The current research investigates the effect of donors’ power distance belief (PDB) on their donation intentions. Specifically, the current work categorizes the need type of donation receivers into two – i.e., controllable need vs. uncontrollable need – and tests whether the need type of receivers moderates the effect of donors’ PDB on their donation intentions. To test this prediction, two studies were conducted in Amazon Mechanical Turk(Mturk). The results show that the effect of donors’ PDB on their donation intension is significant and positive, and this relationship is mediated by donors’ perceived empathy and responsibility. More central to the current research, the effect of PDB on donation intention is moderated by receivers’ need type, such that the effect of PDB is greater in the controllable need type condition than in the uncontrollable need type condition. That is, in the controllable need type condition, donors with high PDB are more likely to perceive empathy and responsibility to receivers, resulting in greater donation intensions. Taken together, the current work carries theoretical implication for research on donations by showing that the positive effect of donors’ PDB on their donation intentions is moderated by receivers’ need type and this effect is mediated by donors’ perceived empathy and responsibility. In addition, the results of the current work also provide very useful practical implications to global companies that seek to plan donation campaigns.

국문 초록 (Abstract)

최근 크라우드펀딩 형태의 기부가 활발하게 이루어지고 있다. 크라우드펀딩 형태의 기부는 타인들에게 본인의 기부결과가 실시간으로 공개된다는 점에서 일반적인 기부행위와는 다른 특성을 가진다. 본 연구는 기부자의 권력거리신념(PDB: power distance belief)이 크라우드펀딩 형태의 기부 캠페인에 대한 기부의도에 미치는 영향을살펴보았다. 구체적으로 본 연구는 수혜자의 필요형태(need type)를 통제가능한 경우(controllable need type)와 통제불가능한 경우(uncontrollable need type)로 구분하여, 기부자의 필요형태에 따라 PDB가 기부의도에 미치는 영향이 달라지는지를 탐색하였다. 이를 위해 2번의 실험을 Amazon Mturk에서 미국 일반소비자를 대상으로 진행하였다. 실험 결과, 기부자 PDB가 높을수록 기부의도가 강하게 나타났으며, 이러한 PDB의영향은 수혜자의 필요형태에 의해 조절되었다. 즉, 통제 불가능한 필요인 경우보다 통제가능한 필요인 경우에 기부자의 PDB가 강할수록 더 높은 기부의도로 이어졌다. 또 이러한 PDB와 필요형태의 상호작용효과는 지각된감정이입과 책임감에 의해 순차적으로 매개되는 것으로 나타났다. 본 연구결과는 이론적으로 크라우드펀딩 형태의 기부행위가 일반 기부와는 다르게 받아들여질 수 있다는 점을 밝혔다는데 의미가 있다. 또한 실무적으로도 다양한 글로벌 환경에서 기부캠페인을 전개하는 기업들에게 시사점을 제공한다.

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