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본 연구는 기부광고 시청에서 나타난 피부전도수준(SCL)과 광고시청시간이 동정심을 매개하여 기부의도에 미치는 영향을 미치는 영향을 알아보고자 하였으며, 이와 함께 동정심이 기부의도에 미치는 영향에 대한 광고가 유발하는 부정적 정서의 수준의 조절효과를 확인하여 최종적으로 조절된 매개효과가 나타나는지를 알아보고자 하였다. 이를 위해 실험을 통해 51명의 남녀 대학생에게 6개의 기부광고를 제시하여 피부전도수준(SCL) 및 광고시청시간을 측정하였으며 이후 동정심과 기부의도에 대한 설문조사를 실시하였다. 결과에 따르면 피부전도수준과 광고시청시간이 각각 기부의도에 갖는 영향력에 대해 동정심이 매개효과를 갖는 것으로 나타났으며, 각 관계는 정적(+) 영향을 보여주었다. 또한 동정심이 기부의도에 미치는 영향에 대해 광고가 유발하는 부정적 정서 수준의 조절효과가 나타났는데, 높은 수준의 부정적인 정서를 유발하는 광고가 낮은 수준에 비해 동정심이 기부의도에 미치는 영향력이 증가하는 것으로 나타난 반면, 광고가 유발하는 부정적인 정서의 증가는 기부의도에 부정적인 영향을 미치는 것을 보여주었다. 이와 함께 최종적으로 조절된 매개효과를 확인하였는데, 이러한 연구 결과를 바탕으로 학문적 및 실무적 시사점과 추후 연구 방향에 대해 논의하였다.
Charity advertising leads to similar emotions through empathy, which makes one feel sympathy, and sympathy leads to acts of helping others. Previous studies have shown that changes in skin conduction when observing other people's pain are similar to when they suffer, and have confirmed that the level of skin conduction affects pro-social behavior. The purpose of this study is to seek if skin conductance levels affect sympathy and pro-social behavior, just as emotional experience through empathy leads to sympathy and pro-social behavior. In addition, charity advertising require empathy for negative emotions in general. Hence, may cause ad avoidance. Previous studies show that cognitive processing is effective as advertising time increases. Therefore, even if there is an avoidance of advertising, the advertising effect may vary depending on viewing time. Therefore, when advertising was avoided, the impact of ad exposure time on sympathy and donation intention was sought. Also, it was intended to confirm whether the ad-evoked negative emotion level moderate the influence of sympathy on the donation intention, and finally to confirm whether the ad-evoked negative emotion level moderate the mediation effect of SCL or viewing time on donation intention via sympathy. To this end, six donation advertisements were presented to 51 male and female undergraduates to measure the level of skin conduction level(SCL) and then a survey was conducted on sympathy and donation intention. Studies have shown that sympathy has a full mediated effect on the influence of skin conduction levels on donation intention, all of which have a positive(+) relationship. It was also shown that sympathy partially mediated the influence of viewing time on the donation intention, all of which also have a positive(+) relationship. Also, the ad-evoked negative emotion level moderated the influence of sympathy on donation intention, and we finally have confirmed mediated the mediation effect. Based on these findings, academic and practical implications and future research directions were discussed.
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