The Korean Society for Journalism & Communication Studies (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 64, No. 6, pp.5-42
ISSN: 2586-7369 (Online)
Print publication date 31 Dec 2020
Received 09 Oct 2020 Revised 30 Nov 2020 Accepted 02 Dec 2020

모바일 기부 애플리케이션의 메시지 유형과 기부 방식이 모바일 기부의도에 미치는 영향

김윤경** ; 박남기*** ; 신은수**** ; 장은채*****
**연세대학교 언론홍보영상학부 강사
***연세대학교 언론홍보영상학부 교수
****연세대학교 일반대학원 언론홍보영상학과 박사과정
*****연세대학교 일반대학원 언론홍보영상학과 석사과정
The effects of message strategies and donation methods via mobile donation applications on mobile donation intention
Yoonkyoung Kim** ; Namkee Park*** ; Eun-soo Shin**** ; Eunchae Jang*****
**Instructor, Department of Communication, Yonsei University
***Professor, Department of Communication, Yonsei University, corresponding author
****Doctoral student, Department of Communication, Yonsei University
*****M.S. student, Department of Communication, Yonsei University


본 연구는 모바일 기부를 증진시키는 방법의 일환으로, 모바일 기부 애플리케이션의 메시지 유형과 기부 방식이 기부의도와 기부 애플리케이션의 이용의도에 미치는 영향을 살펴보았다. 즉, 모바일 기부 애플리케이션 메시지의 유형(이용자에 집중한 메시지 vs. 기부 수혜자에 집중한 메시지 vs. 혼합 메시지)과 기부 방식(현금 기부 vs. 참여 기부)이 기부의도와 기부 애플리케이션 이용의도에 미치는 영향을 살펴보았다. 또한 개인적인 성향을 고려하여 이타주의, 사회규범, 자아존중감을 포함하여 분석하였다. 분석결과, 기부 방식이 기부의도와 애플리케이션 이용의도에 유의미한 영향을 미쳤으며, 참여 기부의 경우 개인의 기부의도와 애플리케이션 이용의도 모두 높게 나타났다. 그러나 기부 메시지 유형과 기부 방식의 상호작용 효과는 나타나지 않았다. 또한 집단간 차이가 유의미하게 나타나지는 않았으나, 이용자에게 집중한 메시지를 받은 집단에서 기부의도와 애플리케이션 이용의도가 다른 집단에 비해 높게 나타났다. 본 연구는 향후 기부 애플리케이션의 발전 방향을 제시함으로써 기부 애플리케이션 개발에 기여할 것으로 기대된다. 또한 메시지 전략과 기부 방식의 다양화로 잠재적 기부자들에게 기부를 유도할 수 있는 방안을 제시하였다.


As part of ways to promote mobile donation, this study examined the effects of message strategies and donation methods via mobile donation applications on intention to donate and continued use of the donation application. The mobile donation application message was about how notifications or messages could be sent to users in different ways, for example, messages that are focused on the users, messages that are related to donation beneficiaries, and mixed messages that are focused on the users and donation beneficiaries. Participants who received messages focusing on the users received empathetic messages or interesting messages that people could enjoy. Participants who received messages related to donation beneficiaries read about the hard situations of the poor, young children, abandoned dogs, poor elders who live alone, and children of the third world nations. The other groups received two messages focusing on the users and two messages about donation beneficiaries. The donation type was divided into cash donations and participation donations, such as walking donations, donations of points collected after viewing advertisements, or donations of points accumulated by the way of photo-taking of related issues through mobile donation applications. In addition, considering personal dispositions, participants' levels of altruism, perception toward social norms (subjective norm, personal descriptive norm, personal injunctive norm, societal descriptive norm, and societal injunctive norm), and self-esteem were included. The study found that the donation method had an effect on donation intention and application use intention. Moreover, in terms of donation type, participants who were in the method of participation donation exhibited higher donation intention and application use intention than those in the method of cash donation. The difference between message strategies was not significant to have an effect on donation or application use intention. Although the group difference with respect to the message type was not significant, the group that received the message focused on the users showed higher donation intention and application use intention than other groups. In addition, descriptive norms were significant in predicting donation intention and application use intention. The higher descriptive norms participants perceived, the higher donation intention and application use intention they had. With such results, the importance of social norms in donations was confirmed. Given the decreased donation rate in South Korea, the study suggests that mobile donation applications can be developed by using various message strategies, while offering diverse donation methods that people can easily and effectively utilize.




모바일 기부, 메시지 전략, 기부 방식, 기부의도, 애플리케이션 이용 의도


This work was supported by the Yonsei University Research Grant of 2020 (이 논문은 연세대학교 2020년 학술연구비의 지원으로 이루어진 것임).


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