본 연구는 간호대학생의 기부의도에 영향을 미치는 요인으로서 과거행 동, 기부태도, 자선태도 및 지각된 행동통제의 구조적 관계를 알아보고자 수행되었다. 본 구조모형 연구는 경상북도 소재 일개 대학의 간호대학생 140명을 대상으로, 2022년 12월 20일부터 30일까지 네이버폼을 이용한 온라인 설문조사를 통해 자료가 수집되었다. 수집된 자료는 SmartPLS 3.3.7을 이용하여 부분최소제곱을 기반으로 한 구조방정식모델링분석에 의 해 분석되었다. 자료 분석 결과, 간호대학생의 과거행동, 기부태도, 자선 태도, 지각된 행동통제는 기부의도에 각각 유의한 정적 영향을 미쳤다. 또한 지각된 행동통제는 과거행동, 기부태도와 기부의도 간의 관계에서 각각 유의한 정적 매개영향을 미쳤다. 간호대학생의 높은 과거행동, 기부 태도, 자선태도, 지각된 행동통제는 기부의도를 증가시키는 요인이었으므 로, 이를 고려한 기부향상 전략이 마련될 필요가 있다.

When considering donation, donors may evaluate causes of need and deservedness of recipients (Bekers & Wiepking, 2011). The plight of recipients may be attributed to their misbehaviors (e.g., laziness) or social problems (e.g., poor welfare), which in turn influences donation decisions. To maximize persuasiveness of donation appeals, therefore, marketers of charity events should decide how to describe donation recipients. How potential donors perceive recipient responsibility also interacts with donor characteristics (Lee, Winterich, & Ross, 2014). We investigate how causes of need interact with donors’ cultural background to determine reactions to donation appeals. Drawing upon research on the cultural differences in thinking styles and causal attributions (Fiske, Kitayama, Markus, & Nisbett, 1998), we propose that donation appeals are better accepted when there is a correspondence between donors’ cultural background and causes of need than when such correspondence lacks. We find that Westerners and Easterners show distinctive reactions to charity appeals that present different causes of need. Specifically, we demonstrate that Westerners are more attracted to appeals with external causes, whereas Easterners are relatively unconcerned about causes of need. We also offer insight into the process via empathy and outcome efficacy through which cause of need and culture collaboratively affect persuasiveness of charity appeals. Empathy drives the effect for both Westerners and Easters; outcome efficacy drives the effect for Westerners only.

We study liberals and conservatives in the United States and Korea to see how they respond to charity advertising that appeals to either equality or proportionality. The findings robustly demonstrate that in both countries, liberals respond more favorably to equality appeals, but conservatives respond more favorably to proportionality appeals. Study 1, conducted in the United States, finds that liberals find equality appeals more effective, but conservatives find proportionality appeals more effective. Study 2, conducted in Korea, shows that liberals (conservatives) estimate that they are more (less) likely to receive rewards for donating when charity advertising uses equality rather than proportionality appeals.