초록

본 연구는 기부의 영향 요인으로 알려진 기부의 내적동기와 외적동기 그리고 기부대상 인지매체간의 상호작용 효과를 공분산분석(ANCOVA)을 통해 검증한다. 본 연구가 갖는 문제의식은 이러한 변수 각각의 영향력도 중요하지만, 이들 변수가 상호작용을 통해서 결합적으로 영향을 미칠 수 있다는 것이다. 본 연구는 설정된 연구모형의 검증을 위해서 2008년 아름다운 재단의 기부문화연구소에 의한 ‘한국인의 기부 및 자원봉사에 대한 전국조사’ 자료를 사용한다. 자료 분석의 결과, 기부 내적동기에서의 차이와 기부대상 인지매체에서의 차이가 기부노력의 수준에 영향을 갖는 것으로 나타났다. 내적동기 중에서 ‘시민으로서의 사회적 책임감’에 기반 한 경우 기부노력의 수준이 상대적으로 가장 높았고, 인지매체 중에서는 ‘구전’에 기반 한 경우 기부노력의 수준이 상대적으로 가장 높은 것으로 나타났다. 외적동기는 기부노력의 수준에 유의한 차이를 갖지는 않은 것으로 나타났다. 기부대상 인지매체는 기부동기와의 상호작용을 통해서도 기부노력에 유의한 차이를 갖는 것으로 나타났다. 이러한 결과는 기부대상 인지매체가 기부노력에 직접적으로 영향을 미칠 뿐만 아니라, 기부동기와 기부노력 간의 관계를 조절할 수 있는 간접적인 영향 요인으로서 기부행동을 설명하는 중요한 설명변수가 될 수 있음을 시사해 준다. 본 연구는 이러한 분석 결과에 기반 하여 기부의 동기와 관련해서 매체 구성의 전략이 어떠한 중요성을 갖는지를 논의하며 실천적 차원에서의 전략에 관해서 시사점을 제공한다.

키워드

기부노력, 기부동기, 내적동기, 외적동기, 인지매체

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