동일시 확장모델을 이용한 기부의도에 영향을 미치는 조직커뮤니케이션 전략에 관한 연구 - 기부자와 비기부자 집단의 비교를 중심으로- = A Study on Organizational Communication Strategies to Influence the Giving Intention using Expanded Identification Model : - A Comparative Study of Existing Donors and Potential Donors -

다국어 초록 (Multilingual Abstract)

Many people have an apathetic state toward the nonprofit organization. Therefore, Nonprofit organization can make these people positive or negative state. Unfortunately, the marketing literature, which is rich in research and theories about organizational communication strategies for for-profit products and services, offers little guidance to nonprofit organizations on how to communicate with donors and potential donors. There have been an inadequate number of studies that have introduced behavior of potential donors who didn't give any more but moved to another nonprofit organization for donation. In addition, previous empirical research has suffered from an overly restrictive focus on only one form of identification, thereby artificially constraining our understanding of how identity dynamics unfold in a giving situation. Accordingly, this study focuses on the expanded model of identification in order to test and identify the effects of organizational communication strategy variables on giving intention between existing donors and potential donors. Specifically, the first is to identify the types of organizational communication strategies that can induce existing and potential donors to give. This study introduces communication strategies into personal networks, upward social comparison as organizational communication modality strategies, and cause fit as organizational communication content strategy. Personal networks as a second-factor or construct are divided into face, affection, and reciprocity. The second is to divide identification into two dimensions – identification and disidentification, and analyze differences in organizational communication strategies consistent with the different dimensions of identification.
The third is to investigate how giving intention may be mediated by identification and disidentification. To reach these goals, this study conducted a survey from June 23st 2008 to July 25th 2008, and next extracted samples of 359 people using Random sampling. Multi-group Analysis was done to analyze. As a result, one among six hypotheses was supported.
Affection had positive effects on identification and disidentification between existing donors and potential donors.
The significance of this study can be summarized in terms of the following two points. First, this study proposed expanded identification model focused on existing donors and potential donors.
Second, Previous empirical research has suffered from an overly restrictive focus on only one form of identification. This study moves the research stream forward by demonstrating the viability and utility of the expanded model of identification.

국문 초록 (Abstract)

특정 조직이나 특정 조직이 제시하는 명분 및 이슈에 대하여 무관심한 사람들이나 반대 입장을 취하는 사람들을 어떻게 특정 조직의 옹호자로 변화시킬 수 있을까? 본 연구는 이러한 질문에 대한 해답을 찾고자 조직커뮤니케이션 이론과 동일시 확장 모형을 적용하였다. 기부문화의 확산을 위해서는 비기부자 집단을 기부자 집단으로 변화시키는 탐색적 작업이 필요하며, 이러한 기부자 집단 및 비기부자 집단 등 이들의 태도를 변화시키기 위해서는 기본적인 동일시 이론을 뛰어넘어(Ashforth 2001 ; DiSanza and Bullis 1999 ;Dukerich et al. 1998 ; Elsbach 1999 ; Pratt 2000) 조직에 대한 복잡한 감정의 범위를 최대한 포함할 수 있는 동일시의 확장된 모델을 도입할 필요가 있다. 따라서 본 연구는 동일시의 확장된 모델을 이용하여 기부자와 비기부자들의 기부를 이끌어낼 수 있는 조직커뮤니케이션 전략을 제시하고자 하였다. 세부적으로는 커뮤니케이션의 양식(Modality), 내용(Content) 등의 차원에 초점을 맞추어 비영리조직과의 동일시를 높이고 비동일시를 감소시키기 위한 커뮤니케이션 전략을 도출하고 이들 전략이 기부자와 비기부자 집단 간에 어떠한 차이점이 있는지를 밝히고자 하였다. 커뮤니케이션 양식(Modality)으로 개인적 관계(Personal Networks), 상향 사회비교(Upward Social Comparison)를,내용(Content)으로 명분의 적합성(Cause Fit) 등을 변수로 설정하였으며, 개인적 관계는 각각 체면(Face), 감정(Affection), 상호호혜(Reciprocity)의 하위 차원(Second-order)으로 구분하고 이들 변수가 기부의도에 미치는 영향을 분석하였다.
본 연구는 무작위추출법(Random Sampling)으로 표본을 추출하고 2008년 6월 23일부터 7월 25일까지 서울시내 일반 시민을 대상으로 설문조사를 실시하였다.
분석결과, 감정이 동일시와 비동일시에 미치는 구조가중치의 영향력 비교에서 기부자와 비기부자 그룹은 통계적으로 유의한 차이를 보였다. 그러나 명분의 적합성 및 상향사회비교가 동일시와 비동일시에 미치는 구조가중치의 영향력 비교에서 기부자와 비기부자 집단은 통계적으로 유의한 차이를 보이지 않았다.
본 연구는 이론적 측면에서 기존 동일시이론의 한계를 인식하고 이를 보완할 수 있는 동일시 확장모형을 새롭게 제시하였을 뿐 아니라, 이를 비영리조직의 기부의도를 높일 수 있는 커뮤니케이션 전략을 제시하고 그 타당성을 실증적으로 검증하였다. 또한 실용적 측면에서 기부자와 비기부자 집단의 특정한 행동패턴을 이해하고, 태도 요인을 고려하여 향후 비영리조직의 커뮤니케이션 전략 및 프로모션 전략이 이루어져야 한다는 시사점을 제공할 수 있다.

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