타 기부자의 사회적 지위가 기부의도에 미치는 영향 : 타겟 기부자의 주관적 계층의식, 소득불평등의 조절효과를 중심으로

학위논문 (박사)-- 서울대학교 대학원 : 경영학과, 2015. 2. 이유재.ABSTRACT When the Poor Widows Two Mites Effect Is Greater than Bill Gates Million Dollar Effect Moon-Kyung Cha Youjae Yi, PhD. advisor College of Business Administration The Graduate School of Seoul National University How can we explain the Poor Widows Two Mites Effect in the donation context? Previous research has focused on high status donor effect based on identification theory. However, those studies only investigated other donor effects in the face-to-face situation, without considering target donors own social status. This study attempts to fill the gap between the theory and the phenomenon with Korean and U.S. on/off-line respondents from varied backgrounds. In this study, I explore the differential effects low status donor and high status donor has on donation behavior. For this purpose, this research has conducted 5 experiments. The results are as follows: First, this research tested the prediction of relatively stronger effect of low status donor, compared to high status donor in an experimental setting (Study 1). Second, other donor status affects target donors giving behavior through self-identification and self-reflection (Study 2). Third, other donor status and the target donor status jointly affects charitable giving through self-identification and self-reflection (Study 3). The results reveal previous donors of low status strongly affect charitable giving regardless of target donor status, while previous donors of high status had an impact on donations only when the target donor also held high status. The results demonstrated the moderating role of income inequality (Study 4A, 4B). Other donors of lower status, relative to the target donor, has greater effect on giving behavior than higher status donor does, especially when the society is unequal. Conversely, this effect is weakened when the society is equal. The research findings suggest many implications for marketers and researchers. Limitations and future research ideas are also discussed.ABSTRACT ⅰ LIST OF TABLES ⅴ LIST OF FIGURES ⅵ CHAPTER 1. INTRODUCTION 1 CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES 5 2.1. Social Influence on Charitable Giving 5 2.2. Social Status and Giving 10 2.3. Other Donor Status Influence through Self-Identification and Self-Reflection 14 2.4. Income Inequality and Social Status Influence 23 CHAPTER 3: EMPIRCAL STUDIES 28 Overview 28 3.1. Study 1: Is It True? Low Status Donor Effect on Charitable Giving 29 3.2. Study 2: How Does Other Donor Status Affects Target Donors Giving? Mediating Effect of Self-Identification and Self-Reflection 34 3.3. Study 3: Why Does Low Status Donor Have Greater Effect On Giving? The Joint Effect of Other Donor Status and Donor Status on Charitable Giving 40 3.4. Study 4A and 4B: When Is Status Gap Effect on Giving Intensified or Diluted? Moderating Effect of Income Inequality 52 CHAPTER 4: GENERAL DISCUSSION 67 4.1. Implications 4.1.1. Theoretical Implications 4.1.2. Practical implications 68 4.2. Limitations and Further Research 73 REFERENCES 77 ABSTRACT (KOREAN) 97 APPENDIX: Questionnaire 101Docto

A Comprehensive Study of Multilevel Constructs: Types, Issues and Research Proposal

기업 환경의 변화와 함께 업무의 본질 또한 과거 개인 수준의 과업에서 팀에 의한 업무로 변화하고 있다. 이에 따라 연구자들의 초점 또한 미시적(micro)인 개인수준에서 거시적(macro)인 집단, 조직으로 옮겨가게 되었다. 최근 많은 연구들에서 사용되는 집단효능감, 집단정서, 팀신뢰 등을 보면 실은 개인수준의 현상 또는 이론에서 출발해 이를 보다 상위수준에 적용한 것임을 알 수 있다. 본 논문은 이처럼 같은 내용을 포함하고 있는 개념이 여러 수준에서 사용되는 경우를 다수준구성개념(multilevel constructs)이라 명명하고, 효능감과 같이 역사가 오랜 다수준구성개념에서부터 상대적으로 역사가 짧은 다수준구성개념들에 이르기까지 국내외 연구 사례들을 살펴보면서 다수준구성개념을 사용하고자 할 때 고려해야 할 방법론적인 오류와 이슈들을 논의함으로써 다수준구성 개념에 대한 이해의 종합적 틀을 제시하고자 한다.Although interest in the development and testing of multilevel theoretical models has increased, there have been relatively few efforts to provide a comprehensive discussion of multilevel constructs for organizational researchers in Korea. This paper tries to provide a comprehensive understanding of multilevel constructs by examining their meaning, types of composition model and issues related. We introduce some multilevel constructs such as efficacy (self-efficacy vs. group efficacy) with numerous research cases and methodological problems related (i.e., misspecification errors, aggregation biases). The issues we examine are central to the development of multilevel theories. We also provide several guidelines for theorists seeking to develop specific multilevel models