초록

연구목적: 기업의 사회적 책임(CSR) 활동에 게임화를 적용하는 것은 소비자들의 긍정적인 반응을 기대할 수 있는 새로운 방법이다. 공익, 친환경과 지속가능 등의 CSR 이슈에 대한 소비자의 관심을 유도하고 CSR 활동에 새로운 활력을 불어넣기 위해 기업들은 사회적 책임 활동에 게임화를 점차 활용하고 있다. 이에 본 연구는 게임화된 CSR이 소비자의 반응(참여의도, 기업 태도)에 미치는 영향력을 고찰해보고자 한다. 나아가 게임화된 CSR 캠페인을 디자인하고 진행할 때 고려해야 할 목표 진도가 소비자 반응에 어떤 영향을 미치는지, 그리고 소비자 반응에 대한 게임화된 CSR의 영향력이 어떤 변수들(자기표현 편익, 몰입)에 의해 매개되는지를 검증하고자 한다. 논문구성/논리: 실험은 CSR 유형과 목표근접성에 따른 CSR에 대한 소비자들의 반응 차이와 그 메커니즘을 살펴보기 위해 진행되었다. 236명의 중국 소비자를 대상으로 진행되었으며, 2(CSR 유형) × 2(목표 근접성) 집단 간 실험설계를 적용하였다. 분석에는 이원분산분석과 대조분석이 사용되었다. 그리고 CSR 유형과 목표 근접성이 CSR 참여의도에 미치는 영향에서의 메커니즘(자기표현 편익, 지각된 몰입)을 확인하기 위해 PROCESS macro의 model 8을 활용하였다. 결과: 게임화된 CSR 캠페인의 경우 소비자들은 목표 근접성이 낮을 때보다 목표 근접성이 높을 때 더 긍정적인 반응을 보이는 것으로 나타났다. 이는 게임화된 CSR 활동에서 소비자들이 더 강한 자기표현 편익과 몰입을 지각하였기 때문이다. 하지만 비-게임화 CSR 캠페인의 경우 이에 대한 소비자들의 반응은 목표 근접성에 따라 다르게 나타나지 않았다. 독창성/가치: 게임화된 CSR에 대한 기업의 관심이 증가하고 있음에도 불구하고 이에 대한 학문적 관심은 부족한 여전히 실정이다. 이에 본 연구는 게임화된 CSR이 소비자의 관심과 참여를 높인다는 것을 확인하였다. 나아가 게임화된 CSR이 어떤 메커니즘을 통해 소비자 반응에 영향을 미치는지, 그리고 다른 변수들과 어떻게 상호작용하는지를 밝혔다. 이러한 결과들은 게임화된 CSR에 대한 학문적 관심을 높이고 기업의 CSR 활동에 게임화 요소를 효과적으로 적용할 수 있는 방안을 제시하였다는 것에 의미를 가진다.

키워드

게임화, 게임화된 CSR, 목표 근접성, 자기표현 편익, 몰입, 기업 태도, 참여의도

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