보상물 속성에 따른 목표 프레이밍이 후원형 크라우드 펀딩 참여 의도에 미치는 영향: 소비자의 지각된 목표와의 거리의 매개 효과를 중심으로

The current research explores how goal framing(% achievement rate vs. the number of backers) has an effect on donation intentions based on different reward types(more hedonic vs. less hedonic) and identifies its underlying psychological mechanism. Study 1 shows that consumers’ donation intentions vary depending on the level of hedonic attributes of rewards. In fact, the donation intention of consumers is low(vs. high) when less(vs. more) hedonic reward is provided, as they perceive the distance from the goal as close(vs. far). Study 2 demonstrates that there is an interaction effect between level of hedonic attributes of rewards and goal framing on consumers’ donation intentions. Specifically, in situations where rewards have more(vs. less) hedonic attributes and goal framing is also presented with % achievement rate(vs. the number of backers), consumers' donation intentions become higher(vs. lower). We also confirm that these effects are mediated by consumers’ perceived goal distance. This implies that consumers perceive that the distance from the goal is closer when less hedonic rewards and % achievement rate goal framing are provided, which therefore leads to higher donation intentions.