CAJ | 학술논문

关于企业慈善捐赠问题学术界已经有了大量的研究成果，但关于个人慈善捐赠行为的研究则鲜有人问津。本文就道德认同（内在化和表征化）对道德倾向（功利导向和义务导向）与个人慈善捐赠行为关系的调节作用进行了理论和实证分析。本文利用对到厦门旅游的游客及厦门高校的学生进行问卷调查回收的453份样本数据，通过结构方程模型进行分析，研究结果表明，功利导向和义务导向分别会抑制和增加个人的慈善捐赠行为。除此之外，表征化弱化了功利导向与慈善捐赠行为之间的负向关系，内在化和表征化则强化了义务导向与慈善捐赠行为的正向关系。
관우기업자선연증문제학술계이경유료대량적연구성과，단관우개인자선연증행위적연구칙선유인문진。본문취도덕인동（내재화화표정화）대도덕경향（공리도향화의무도향）여개인자선연증행위관계적조절작용진행료이론화실증분석。본문이용대도하문여유적유객급하문고교적학생진행문권조사회수적453빈양본수거，통과결구방정모형진행분석，연구결과표명，공리도향화의무도향분별회억제화증가개인적자선연증행위。제차지외，표정화약화료공리도향여자선연증행위지간적부향관계，내재화화표정화칙강화료의무도향여자선연증행위적정향관계。
There are a large number of researches on corporate philanthropy donations in the aca- demia, but the researches on individual charitable behavior are rarely concerned. This paper theoreti cally and empirically analyzes the moderating role of moral identity （internalization and symbolization） on the relationship between ethical predispositions （utilitarianism and formalism orientation） and indi- vidual charitable behavior. Based on the 453 questionnaires collected from the survey of tourists in Xiamen and students from Xiamen colleges,it arrives at the conclusion by structural equation model a- nalysis, utilitarianism and formalism orientation respectively inhabits and enhances individual charita- ble behavior. In addition, symbolization weakens the negative relationship between utilitarianism ori- entation and charitable behavior, and internalization and symbolization strengthen the positive relation- ship between formalism orientation and individual charitable behavior.