This study examined the effect of perception of donation size as perceived benefit and monetary sacrifice on the intention to participate in CRM according to the construal level of consumers. In addition, this study confirmed the effect of nostalgia t...
This study examined the effect of perception of donation size as perceived benefit and monetary sacrifice on the intention to participate in CRM according to the construal level of consumers. In addition, this study confirmed the effect of nostalgia to dilute the perceived monetary sacrifice according to donation size. As a result of Study 1, consumers with a high construal level perceived large donation size as a benefit, while consumers with a low construal level perceived large donation size as a monetary sacrifice. Also, when the donation size was large at the high construal level than at the low construal level, the intention to participate in CRM was high. However, this interaction effect was weakened when nostalgia was activated. That is, in nostalgia condition, large donation size was perceived as a benefit rather than a monetary sacrifice. Finally, the influence of donation size, construal level, and nostalgia on the intention to participate in CRM was mediated by perceived benefit and perceived monetary sacrifice. Also, study 2 confirmed the same result as study 1. The results of Study 1 and Study 2 have theoretical and practical implications.