한국, 미국, 스웨덴의 문화적 성향과 기부행동 비교 - 트리안디스의 문화 유형을 중심으로 - (Cross-cultural Comparison of Culture and Donation Behavior - Using Triandis’s typology of culture -)

서지정보

· 발행기관 : 한국소비문화학회
· 수록지 정보 : 소비문화연구 / 13권 / 1호 / 61 ~ 80페이지
· 저자명 : 김선우, 김난도

초록

기부는선순환적인사회구조의유통을위하여매우중요한친(親)사회적소비행동이다. 1990년대이후우리나라에서도기부문화가형성되기시작했으며기부활동의현황및기부에영향을주는요인들을규명하기위한연구들역시증가하고있어고무적이다. 한사회는문화적으로배태된경제적관행을통해유지되기때문에개인 소비자의기부행위에영향을주는요인을살피기위하여개인적특성뿐만아니라개인소비자를둘러싼사회문화적특성까지도함께고려해야할필요성이있다. 그러나기부행동에영향을주는문화적특성을살핀연구가 드문실정이다. 이에본연구는개인의사회인구학적배경과더불어문화적성향이소비자의기부행동에어떠한 영향을미치는지에대하여살펴보았다. 문화적성향을측정하기위하여트리안디스가분류한네가지문화유형인수직적개인주의, 수평적개인주의, 수평적집단주의, 수직적집단주의을활용하였으며, 문화권에따른기부행동의차이를살피기위하여한국, 미국, 스웨덴삼국을대상으로비교연구를실시하였다. 자료수집을위하여한국, 미국, 스웨덴의20-40대소비자각500명등총1,500명을대상으로인터넷조사를실시하였으며, 소비자행동에대한심도있는이해를위하여심층면접을병행하였다.
연구결과한국의기부성향은미국, 스웨덴에비하여현저하게낮은수준이었다. 문화적성향은기부행동에많은영향을미치는중요한변수인것으로밝혀졌으며, 특히수평적집단주의성향은세국가에서공히기부행동에가장크게영향을미치고있었으므로기부문화의확산을위하여는수평적집단주의적가치가사회전반적으로공유되어야할필요성이제기된다. 또한세국가에서모두자원봉사/자원활동참여정도가기부행동에상당히크게기여하고있어기부문화활성화를위해서는어릴때부터체계적인자원봉사혹은자원활동을경험하게해줌으로써나눔의가치를몸에배이게하는것이중요함을알수있다. 본연구는기부에영향을미치는요인을규명하는데있어개인적특성의변수들과더불어문화적특성의변수들을함께고려하고자했다는데의의를지닌다. 기부문화의활성화를위해서는한사회의지배적인패러다임을연대의식에기반한수평적집단주의적가치로변화시키기위한노력이수반되어야할것이다.

영어초록

Donation is very crucial pro-social consumer behavior for the social structure of the virtuous circle.Donation culture have been emerging even in south Korea since 1990’s and this leads to increase researches on the status quo of donation and the influential variables. For exploring influential factors on the donation of individual consumers, the individual characteristics as well as the socio-cultural aspects are considered, because a society is reconstructed by culturally embedded economic practices. But cultural aspects are rarely delved into as influential variables on donation behavior. This research is aimed to examine how cultural orientation influence on the donation behavior of consumers. For measuring cultural tendency, Triandis’s four cultural dimension were adopted: vertical collectivism, vertical individualism, horizontal collectivism and horizontal individualism. For cross-cultural comparison, the online survey were performed in Korea, USA, and Sweden. The respondents were 1,500 consumers in their 20’s to 40’s and for a deeper understanding, 6 in-depth interviews were also performed.
Research results are as follow: The donation tendency of Korean respondents is much less than that of American and Swedish. Cultural orientation was a very crucial factor on donation behavior, especially horizontal collectivism was the most influential variable on donation in all three countries. In other words, the social value of horizontal collectivism has to be expanded in the whole society for firing donation culture. Not only this, voluntary work participation was also one of critical factor to donation tendency. To activate donation culture, it is important to experience voluntary work from young age. This research contributes to social science field by expanding the factors on donation to cultural aspects. For activating donation culture, the social value of horizontal collectivism based on solidarity has to be the dominant paradigm of a society.

참고자료

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