누가 고통에 응답하는가? 확장된 규범활성화모형을 통한 아동빈곤 기부의도 연구: 기부 효능감의 매개효과를 중심으로

초록

This study aims to examine the process through which the perception of child poverty risk leads to donation intention, based on the Norm Activation Model in which risk perception sequentially influences responsibility attribution and personal norms, ultimately shaping behavioral intention; specifically, the model is applied to the context of donations for children in poverty and extended by incorporating donation efficacy as an additional mediating variable, thereby proposing and empirically testing a serial multiple mediation model in which responsibility attribution, personal norms, and donation efficacy operate sequentially. Data were collected through a survey (N = 204), and the mediating effects were analyzed using structural equation modeling. The results showed that the perception of child poverty risk significantly predicted donation intention through a sequential pathway involving responsibility attribution, personal norms, and donation efficacy, indicating that risk perception activates responsibility attribution, which fosters personal norms, and these norms in turn lead to an increased perception that one’s donation can make a meaningful difference (donation efficacy), ultimately strengthening donation intention. This finding suggests that, as proposed by the Norm Activation Model, risk perception does not directly lead to behavior but enhances donation intention when mediating variables are activated in a stepwise manner, and in particular demonstrates that efficacy perception functions as a critical antecedent of donation intention. This study confirms that the Norm Activation Model is applicable in the context of charitable giving and contributes theoretically by extending the model through the identification of the sequential mediating roles of responsibility attribution, personal norms, and donation efficacy, while also offering practical implications for donation campaign communication by highlighting the importance of not only fostering normative awareness but also enhancing efficacy perception through strategic messaging.

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