위기책임성 귀인과 친사회적 행동 경향이 재해구호 성금 기부의도에 미치는 영향

This study examined how the perception of crisis responsibility toward the organization that caused the perceived crisis is associated with donation intention for disaster relief, based upon attribution theory. In an experiment in which there were three disaster groups (natural disaster, technical defect disaster, and man-made disaster), the association between the participants' perception of crisis responsibility and donation intention was investigated. The group of natural disaster showed the lowest perception of crisis responsibility toward the organization, while the group of man-made disaster demonstrated the highest perception of crisis responsibility. However, there was no significant difference among the three groups in terms of donation intention. Among the factors of pro-social behaviors, subjective norm, personal descriptive norm, and social descriptive norm were found to be positively associated with donation intention for disaster relief. In addition, self-centered emotion was positively associated with donation intention, whereas altruistic emotion was not. Also, self-esteem was not related to donation intention. This study examined the association between attribution of responsibility and donation intention, extending the research on donation intention to the field of disaster relief. Moreover, the study contributed to the field in that it suggested the direction of campaign messages that might enhance donation intention for disaster relief funds.