한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제26권3호
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  • Pages.239-250
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  • 2024
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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소비자는 기부를 선택할까: 가격차이, 준거집단이 기부옵션 선택에 미치는 영향력 검증

To Donate or Not: Effects of Price Difference and Reference Groups on Intention to Purchase a Donation Option

  • 박세진 (경희대학교 의상학과) ;
  • 정소진 (경희대학교 의상학과)
  • Sei Jin Park (Dept. of Clothing & Textiles, Kyung Hee University) ;
  • Sojin Jung (Dept. of Clothing & Textiles, Kyung Hee University)
  • 투고 : 2024.03.04
  • 심사 : 2024.06.19
  • 발행 : 2024.06.30
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초록

This study aims to investigate the factors influencing donation intention when the option to donate is presented during a purchase decision. Through an experimental design, we examined how price differences and reference group effects impact donation intention. We created stimuli with three price difference conditions (high, low, and control) and two levels of referent power (high and low), and involved 480 Korean consumer panels in the experiments. After controlling for psychological reactance levels, a two-way MANCOVA confirmed the main effects of price difference and referent power but found no interaction effect between these variables. Notably, consumers were less likely to feel guilty for not selecting the donation option when its price was slightly higher than that of the non-donation option, compared to the scenario where the prices were the same. Additionally, consumers exposed to high referent power experienced greater irritation, guilt, and shame if they did not choose the donation option compared to the low referent power group. Multiple regression results showed that guilt significantly influenced the intention to purchase a donation option, whereas irritation and shame did not. These findings suggest that understanding situational factors such as price differences and referent power can help develop effective marketing strategies and encourage voluntary participation in donations.

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