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Factors Influencing Communicative Action on Donation Behavior: Based on the Extended Situational Theory of Problem Solving

기부행위에 대한 커뮤니케이션 행동의 영향요인 연구: 문제해결 상황이론의 확장을 토대로

  • 박나림 (중앙대학교 미디어커뮤니케이션 학부) ;
  • 성동규 (중앙대학교 미디어커뮤니케이션 학부)
  • Received : 2017.01.17
  • Accepted : 2017.02.02
  • Published : 2017.03.28

Abstract

In the digital media environment, individuals' information behavior about donation has been more interactive than ever. This study tried to figure out which factors impact communicative actions, based on the situational theory of problem solving(STOPS) in the donation situation for children with a rare incurable disease. This study tried to figure out the instrumental role of communicative action in donation situation. The findings from the survey(N=524) revealed that problem recognition and involvement recognition have a positive influence on a situational motivation, while constraint recognition had a negative influence. A referent criterion and a situational motivation have a positive influence on communicative actions. Also, a perceived moral obligation and a anticipated guilt have additional explanation of situational motivation for children with a rare incurable disease.

Keywords

Communicative Action;The Situational Theory of Problem Solving;Perceived Moral Obligation;Anticipated Guilt

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