• The Journal of Asian Finance, Economics and Business
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• 제5권2호
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• pp.129-137
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• 2018

The present paper study investigates the relationship between social exclusion and donation intention among specific social groups in Korea. Social exclusion refers to non-participation in social experiences by the socially disadvantaged. Data were analyzed using two sources; first was the evidence of behaviors arising from social exclusion of the university students and then socially excluded reactions of the elderly responses from the survey were compared with the first research findings. The reason of using multi-sources of data is that the outcome from the experimental design of the university student is imperative to clarify what the conclusions will be the same result with the other demographic characteristic of the elderly. The research design was three excluded elderly individuals of a self-excluded group and two other excluded groups divided such as "ignored" and "rejected" individuals to compare the differences among three groups of different sources of exclusion. The conclusion of this study is that those with high social exclusion exhibited a more negative donation intention than those with lower social exclusion, but that those who perceived themselves as self-excluded were more likely to give donations than those excluded by others, regardless of the level of their social exclusion.

• 유통과학연구
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• 제13권5호
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• pp.83-90
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• 2015

Purpose - This research aims to understand the different behaviors of consumers according to cognitive age. Specifically, this research is focused on pro-social behavior. Pro-social behavior is defined as behavior benefiting others, rather than behavior benefiting one's self. It often entails individual risk or cost, such as when giving resources to others, waiting in line, asking for or paying a fair price, or risking one's life in battle. Therefore, we sought to understand consumer psychology and cognitive age as a reflection of inner psychology. People frequently perceive themselves as younger or older than their chronological ages. This self-perceived or cognitive age is a subjective age perception independent of actual chronological age. The discrepancy degree between chronological and cognitive age represents how much individuals perceive themselves as younger than they are. This study examines the gap in donation intention based on cognitive age. In order to investigate cognitive age, composed of four sub-categories (feel-age, look-age, do-age, and interest-age), this study explores the differential donation intention based on cognitive age, which determines the relationship between the young age and old age. Research design, data, and methodology - Data research was conducted by gathering 216 survey samples, excluding those with unreliable answers. Data coding and cleaning were used and SPSS 19.0 software for the data analysis. The respondents were categorized into two types, younger cognitive ages and older cognitive ages. Additionally, we analyzed the moderating variables. In particular, we used cognitive age degree and congruency level (cognitive age low vs. cognitive age high) × (congruency close vs. congruency distant) between - subjects design. First, regression was done to verify the difference between chronological age and cognitive age. Second, a t-test was done to verify the difference of cognitive age level in donations. Third, ANOVA (analysis of variance) was done to verify the difference between cognitive age and congruency in donations. Last, ANOVA was done to verify the difference between cognitive age and moral judgments in donations. Result - The results show most respondents perceive themselves as younger than their chronological ages. In particular, older respondents feel they are younger than their actual age. Moreover, the result of the comparison between low degree and high degree groups of cognitive age, show high donations at the higher degree of cognitive age groups. In addition, the closer the distance to the beneficiaries, the higher the donation in high degree cognitive age groups. The higher moral judgment groups also show relatively high contributions in lower degree cognitive age groups. Conclusions - Donations belong to the category of pro-social behavior reflecting an individual's psychological state. Therefore, it is important in understanding cognitive age. This study implies that it is necessary to take into account both cognitive age and chronological age when segmenting donors. Moreover, this study confirmed that there are different factors affecting the motives behind donations. Thus, it may be utilized to create differential donation strategies.

• 대한간호학회지
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• 제30권6호
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• pp.1437-1454
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• 2000

This study was designed to identify the attitudes of the people on organ donation and transplantation. The purpose of this study was to provide data to help inspire organ donation, and promote registration yield so donor candidates will have more favorable recipients through Q-methodology. A Q-sample was developed through a review of the literature and interviews. Thirty-three statements made up the final Q-sample. The P-sample consisted of twenty-eight subjects, excluding chronic organic disorder. The Q-sorts by each subject were coded and analyzed with the QUNAL computer program. The results were as follows: This study discovered five different types of organ donation and transplantation of twenty- eight subjects. Type I is 'utilitarian.' The people of this type consider human life very valuable and they recognize that organ transplantation is an affirmative medicine that should be performed to extend human life. They believe that are saving others' lives by donating organs. Type II is 'sardonist.' The people of this type approve of organ transplantation usefulness, but they have no intention of participating in the program because of it may trample on human rights. Type III is 'individualist.' The people of this type consider it proper for the activation of organ transplantation by the legal system. They believe that organ donation a valuable too, but needs support through social benefits to donors. Yet, they have not intention of doing what they propose. Type IV is 'familist.' The people of this type have strong attachments to life but they think that organ donation and transplantation should be done between within a family. Type IV is disposition of family intensive consideration rather than altruistic and utilitarianism. Type V is 'deontologist.' The people of this type recognize the benefits of transplantation, but have a negative opinion of activation. They worry about ethical and social problems occurring in the development of modern medicine. They believe that death is the only natural end to life, so they have strong negative opinions of euthanasia and brain death compared to other types. They regard transplantation to be a non-human behavior, because it involves a removing organs and breaking the boundary of death. The findings of this study are only preliminary and serve as a baseline to understanding the subjectivity of individuals on organ donation and transplantation. Therefore, the subjectivity of the five types will be applied to formulate the educational programs and public relations strategies for organ donation because the public's awareness toward organ donation is closely related to their values, beliefs, and attitudes.

• The Journal of Asian Finance, Economics and Business
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• 제8권9호
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• pp.219-233
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• 2021

This study would prove the logic that business practice CSR has a positive impact on efficient product value while philanthropic CSR has a positive impact on socio-ethical product value to promote product purchase intention. It would also test the mediating role of efficient product value and socio-ethical product value. Methods: AMOS 22.0 was used to analyze the structural equation model in this work, and the hypotheses were tested after setting the impact of corporate variables on intrinsic variables additionally. Results: This study conducted research that has not been attempted in the preceding studies, classifying CSR into business practice CSR activities related to economic, legal, and ethical responsibilities and philanthropic CSR activities related to the contribution to the community, the connection of donation and business, company-wide philanthropy, and appropriate donation performance. Conclusion: This study would prove the logic that business practice CSR has a positive impact on efficient product value while philanthropic CSR has a positive impact on socio-ethical product value to promote product purchase intention, and evaluating the mediating role of efficient product value and socio-ethical product value, thus providing implications from a new perspective that has not been explored in previous marketing studies.

• 한국콘텐츠학회논문지
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• 제21권9호
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• pp.209-220
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• 2021

본 연구의 목적은 다수 비영리 기관들이 기금모금을 위해 홍보대사를 활용하는 모금 캠페인에서 실제 홍보 대사의 효과를 실증적으로 검증하는 것이다. 연구가설을 분석하기 위해 홍보대사 유형(인지도 고-전문가, 인지도 고-연예인, 인지도 저-전문가, 인지도 저-연예인)과 홍보대사의 공신력, 메시지 신뢰도, 조직에 대한 태도, 후원 행동의도를 종속변수로 하는 2×2 요인설계를 사용하여 분석결과 홍보대사의 공신력에 대한 홍보대사 유형에는 통계적으로 유의미하였고, 메시지신뢰도에 대한 홍보대사 유형에는 통계적으로 유의미하였다. 하지만 홍보대사 유형에 따른 조직에 태도에는 유의미하지 않았다. 마지막으로 홍보대사의 유형에 따른 공중의 후원 행동의도에는 통계적으로 유의미함을 확인하였다.

• 문화기술의 융합
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• 제8권6호
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• pp.341-346
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• 2022

최근 '지속가능경영'으로 패러다임이 전환되면서 기업의 사회적 책임은 기업의 지속적이고 장기적인 성장을 위한 중요한 요소로 인식되고 있다. 본 연구는 CRM을 수행하는 기업에 대한 인식과 NGO에 대한 인식이 기부에 대한 태도에 어떤 영향을 미치는지를 살펴보았다. 또한 기부에 대한 인식이 SNS구전의도에 어떠한 영향을 미치는지에 대해 실증적으로 검증해보았다. 본 연구에서는 총 180부의 설문응답이 분석에 활용되었으며, 연구의 타당성 및 가설 검증을 위해 SPSS와 AMOS 26.0을 사용하였다. 연구 결과 타당성과 신뢰성을 확보한 것으로 나타났다. 가설 검증 결과 모든 가설이 지지되었으나, CRM을 수행하는 기업에 대한 인식이 기부태도에 미치는 영향은 매우 약하게 지지되었다. 본 연구는 CRM을 수행하는 기업과 해당 기업과 협업하는 NGO에 대한 긍정적인 인식을 높이는 것이 기부태도와 CRM에 대한 SNS구전의도를 증대시킬 수 있는 효과적인 전략으로 제시하고 있다.

• 경영과정보연구
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• 제37권4호
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• pp.75-92
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• 2018

본 연구는 기업의 사회적 책임과 사회공존을 위한 사회공헌활동(친환경제품, 기부, 봉사활동, 공정무역)이 소비자가 지각하는 기업의 신뢰도, 프리미엄가격 지불의도 그리고 지속적 구매의도에 미치는 영향관계를 밝히는 것을 목적으로 하였다. 또한 소비자 성별의 차이가 기업의 사회공헌활동요인에 따른 기업의 신뢰도와 프리미엄가격 지불의도에 영향을 미치는지 검증하고자 하였다. 본 연구를 진행하기 위해 기업의 사회공헌활동, 기업신뢰도, 프리미엄가격 지불의도 그리고 지속적 구매의도와 같은 주요연구변수에 관한 선행연구와 실증조사를 진행하였다. 실증조사는 사회적 기업 제품을 구매한 경험이 있는 소비자를 대상으로 하였다. 설정된 가설을 검증하기 위해 구조방정식을 활용하였다. 가설 검증 결과는 다음과 같다. 첫째, 기업의 사회공헌활동 중 친환경제품과 공정무역은 기업신뢰도와 프리미엄가격 지불의도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 프리미엄가격 지불의도는 지속적 구매의도에 영향을 미치지만 기업신뢰도는 지속적 구매의도에 직접적 영향을 미치지 않고 프리미엄가격 지불의도를 거쳐 지속적 구매의도에 영향을 미치는 것으로 나타났다. 셋째, 기업의 사회공헌활동 가운데 봉사활동과 공정무역이 기업신뢰도에 미치는 영향은 여성이 남성보다 높았다. 봉사활동과 기부는 프리미엄가격 지불의도와의 영향관계에서 남성에 비해 더 높은 것으로 나타났다.

• 한국IT서비스학회지
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• 제14권3호
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• pp.19-31
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• 2015

As the social value gradually increases, the company's social responsibilities are granted and there are a growing number of requirements for a public value to economic value for the company. The cause marketing which has become widely known, it allows us to realize these values and in dictionary meaning, enterprises justification combines with marketing strategically, and is also illustrated as 'Cause Related Marketing.' For specific action plan, it is a marketing by connecting the selling of the product and donation to work out together to improve environment, public health, and poverty. This study examines how the cause marketing impact on the consumer's purchasing behaviour and purchasing intention and to find out whether there is an interrelationship. As a result, it turned out that cause marketing effect on purchasing attitudes and also the purchasing behaviour impact on the purchasing intention. Furthermore, the cause marketing influence on purchasing intention. As the idea of consumption gradually changes from the product consumption to value-based consumption as the time flows, the result of this research drew out the meaningful contents.

• 복식문화연구
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• 제25권5호
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• pp.656-669
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• 2017

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach's alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

• 감성과학
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• 제17권2호
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• pp.3-12
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• 2014

기부 광고가 기부의향을 효과적으로 촉진시키기 위해서는 목표 청중이 동정심, 공감이나 심리적 불편감 등의 정서를 느끼도록 하는 전략이 필요한 것으로 알려졌다. 선행연구들은 기부 광고에 의해서 유발되는 정서적 경험에 영향을 미칠 수 있는 요인으로 광고의 언어적 요소인 메시지의 속성(구체성과 정서가)과 그에 따른 심리적 반응(심상 유발과 주의 집중)을 제안한다. 기부 광고를 처리하는 심리적 기제를 이해하기 위해서, 본 연구는 선행 연구들을 근거로 '기부 광고의 메시지 속성 (메시지의 구체성과 정서가) ${\rightarrow}$ 심상 유발과 주의 집중 ${\rightarrow}$ 정서적 경험 ${\rightarrow}$ 기부의향'의 개념적 모형을 제안하였다. 이와 같은 개념적 모형 중 본 연구는 메시지의 구체성과 정서가가 (1) 심상 유발과 주의 집중에 미치는 영향을 ERP로 측정하고, (2) 기부의향에 미치는 영향을 기부의향금액을 측정하여 실증적으로 검증하고자 했다. 그 결과, 구체적인 메시지는 추상적인 메시지에 비해서 심상을 더 유발시키며, 부정적인 메시지는 긍정적인 메시지에 비해서 더 많은 주의를 불러일으키는 것으로 밝혀졌다. 또한 메시지가 구체적이면서 부정적일 경우, 기부희망금액이 가장 높은 것으로 나타났다.