게임화된 CSR 캠페인이 중국 소비자들의 인식에 미치는 영향: 게임화 요소와 목표 근접성에 따른 친환경 캠페인에 대한 소비자들의 자기표현 편익과 몰입, 참여의도를 중심으로

초록

Purpose: Applying gamification to the design of corporate social responsibility activities is an effective way to elicit positive responses from consumers. In order to induce consumers' interest in CSR issues such as the public interest, eco-friendliness and sustainability, and to breathe new vitality into CSR activities, companies are gradually using gamification in their social responsibility activities. Therefore, we examine the impact of gamified CSR on consumers’ response, focusing on the mediating effect of self-expression benefits and perceived flow on participation intention and corporate attitude. We also explore the impact of goal proximity that can be considered when designing and carrying out gamified CSR campaigns. Composition/Logic: The Study was conducted to examine differences in consumer responses to CSR according to CSR types and goal proximity and its mechanism. Overall, 236 Chinese consumers participated in the Study, and a 2(CSR type) × 2(goal proximity) between-subjects design was applied. Two-way ANOVA and contrast analysis were used to analyze the results. Additionally, model 8 of the PROCESS macro was used to check the mechanisms(self-expression benefit, perceived flow) in the effect of CSR type and goal proximity on CSR participation intention. Findings: The results indicate that in gamified CSR campaigns, consumers have more positive participation intention and corporate attitude when goal proximity is higher since these consumers perceive stronger self-expression benefits and flow. However, under the condition of non-gamified CSR, there is no significant difference in consumer participation intention and corporate attitude regardless of goal proximity. Originality/Value: Although corporate interest in gamified CSR is increasing, academic interest in it is still lacking. This study confirmed that gamified CSR increases consumer interest and participation. Furthermore, we revealed how gamified CSR influences consumer response and how it interacts with other variables. These results are meaningful in that they raise academic interest in gamified CSR and suggest a way to effectively apply gamification to CSR activities.

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