디지털융복합연구 (Journal of Digital Convergence)

  • 제15권5호
  • /
  • Pages.129-138
  • /
  • 2017
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

에너지 소비정보의 프레이밍이 소비자 태도에 미치는 효과

Framing Effect of Energy Consumption Information on Consumers' Attitude

  • 김보라 (연세대학교 바른 ICT 연구소)
  • Kim, Bora (Barun ICT Research Center, Yonsei University)
  • 투고 : 2017.03.06
  • 심사 : 2017.05.20
  • 발행 : 2017.05.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 사물인터넷과 스마트홈 시대의 도래를 맞아 에너지 기업과 소비자 간 실시간 의사소통 도구로 기대되고 있는 스마트 기기개발을 위해 소비자의 효율적 에너지 소비를 유도하는 데 효과적인 정보는 무엇인지 알아보고자 했다. 총 105명의 미국 성인들을 대상으로 에너지 소비 수준에 따라(평균 초과 혹은 미달) 그리고 추가적인 정보의 프레임에 따라 (경제/안보/환경/건강) 총 8가지 버전의 설문을 진행한 결과, 에너지 미달조건의 소비자들이 초과조건 소비자에 비해 환경문제를 더 걱정하는 것으로 나타났다. 초과조건에서는 경제 프레임 추가정보를 받은 소비자들이 다른 프레임의 정보를 받은 소비자들에 비해 에너지 절약 행동을 실행할 의사가 가장 낮은 것으로 나타났고, 미달조건에서는 경제와 안보 프레임정보를 받은 사람들이 지구온난화에 대해 더 우려하는 것으로 나타났다. 결론적으로 소비자의 에너지 소비량에 맞춰 관련정보를 어떤 콘텐츠로 제공하느냐에 따라 소비자의 에너지 절약 의사와 환경문제에 대한 관심도가 달라질 수 있음이 밝혀졌다. 본 연구결과는 에너지 소비 관련 스마트기기 개발에 있어 전문가들이 참고할만한 기초 자료로 활용될 수 있을 것으로 기대되며 더 나아가 한국 소비자들을 대상으로 에너지 소비에 대한 문화차를 탐색하는 후속연구가 필요할 것으로 보인다.

Faced with the era of the IoT (Internet of Things) and smart homes, this study aims to explore the type of information loaded on smart devices that can lead to consumer's efficient energy use. 105 Americans participated in the survey with eight different versions according to two energy consumption levels (Above or Below condition) by four information frames (Finance, security, environment, or health). It was found that frames can make significant differences in consumers' attitudes; (1) Those in the Below condition worried about environments more than those in the Above condition; (2) Finance-framed information in the Above condition was the least effective to increase consumers' energy saving motivation; (3) In the Below condition, those receiving finance and security framed information revealed more environmental concerns than those receiving other types of informations. This study can contribute to the field by providing with basic research findings that smart device developers can refer to in the future. Also, follow-up studies need to be conducted to examine effective messages for Korean energy consumers.

키워드

참고문헌

  1. S. H. Lee, & D. W. Lee, “A study on Internet of Things in IT convergence period,” Journal of Digital Convergence, Vol. 12, No. 7, pp. 267-272, 2014. https://doi.org/10.14400/JDC.2014.12.7.267
  2. M. K. Joo, & M. H. Kim, “A service marketing success using Internet of Things: The case of Cleveland museum of arts in the United States,” Journal of Digital Convergence, Vol. 14, No. 11, pp. 549-555, 2016. https://doi.org/10.14400/JDC.2016.14.11.549
  3. Y. S. Jeong, “An efficient IoT health service management model of location tracking sensor,” Journal of Digital Convergence, Vol. 14, No. 3, pp. 261-267, 2016. https://doi.org/10.14400/JDC.2016.14.3.261
  4. S. H. Lee, & D. W. Lee, “A study on u-health fusion field based on Internet of Thing,” Journal of the Korea Convergence Society, Vol. 7, No. 4, pp. 19-24, 2016. https://doi.org/10.15207/JKCS.2016.7.4.019
  5. C. J. Chae, & H. J. Cho, “Smart fusion agriculture based on Internet of Thing,” Journal of the Korea Convergence Society, Vol. 7, No. 6, pp. 49-54, 2016. https://doi.org/10.15207/JKCS.2016.7.6.049
  6. H. J. Kim, & S. H. Jo, “A study on consumer protections for the introduction of smart grid,” Journal of Digital Convergence, Vol. 9, No. 5, pp. 1-9, 2011.
  7. H. Allcott, “Social norms and energy conservation,” Journal of Public Economics, Vol. 95, No. 9-10, pp. 1082-1095, 2011. https://doi.org/10.1016/j.jpubeco.2011.03.003
  8. T. Harries, R. Rettie, M. Studley, K. Burchell, & S. Chambers, “Is social norms marketing effective? A case study in domestic electricity consumption,” European Journal of Marketing, Vol. 47, No. 9, pp. 1458-1475, 2013. https://doi.org/10.1108/EJM-10-2011-0568
  9. Y. J. Kim, “An analysis of consumption behavior and consumption problem according to the digital convergence,” Journal of Digital Convergence, Vol. 14, No. 2, pp. 149-156, 2016. https://doi.org/10.14400/JDC.2016.14.2.149
  10. D. Kahneman, & A. Tversky, “Prospect theory: An analysis of decision under risk,” Econometrica, Vol. 47, No. 2, pp. 263-292, 1979. https://doi.org/10.2307/1914185
  11. I. P. Levin, S. L. Schneider, & G. J. Gaeth, “All frames are not created equal: A typology and critical analysis of framing effects,” Organizational Behavior and Human Decision Processes, Vol. 76, No. 2, pp. 149-188, 1998. https://doi.org/10.1006/obhd.1998.2804
  12. S. Lindenberg, & L. Steg, “Normative, gain and hedonic goal frames guiding environmental behavior,” Journal of Social Issues, Vol. 63, No. 1, pp. 117-137, 2007. https://doi.org/10.1111/j.1540-4560.2007.00499.x
  13. T. A. Myers, M. C. Nisbet, E. W. Maibach, & A. A. Leiserowitz, “A public health frame arouses hopeful emotions about climate change,” Climatic Change, Vol. 113, No. 3, pp. 1105-1112, 2012. https://doi.org/10.1007/s10584-012-0513-6
  14. U.S. Energy Information Administration, https://www.eia.gov/consumption/residential/data/2009 (March 9, 2014)
  15. L. Festinger, “A theory of social comparison processes,” Human Relations, Vol. 7, No. 2, pp. 117-140, 1954. https://doi.org/10.1177/001872675400700202
  16. United States Environmental Protection Agency, Greenhouse Gas Equivalencies Calculator, https://www.epa.gov/energy/greenhouse-gas-equivalencies-calculator (March 9, 2014)
  17. U. S. Department of Energy, Energy Saver: Tips on Saving Money & Energy at Home, https://energy.gov/sites/prod/files/2014/09/f18/61628_BK_EERE-EnergySavers_w150.pdf (March, 2014)
  18. A. Leiserowitz, “Climate change risk perception and policy preferences: The role of affect, imagery, and values,” Climatic Change, Vol. 77, No. 1-2, pp. 45-72, 2006. https://doi.org/10.1007/s10584-006-9059-9
  19. I. Lorenzoni, & N. F. Pidgeon, "Public views on climate change: European and USA perspectives," Climatic Change, Vol. 77 No. 1-2, pp. 73-95, 2006. https://doi.org/10.1007/s10584-006-9072-z
  20. F. X. Gibbons, & M. Gerrard, “Effects of upward and downward social comparison on mood states,” Journal of Social and Clinical Psychology, Vol. 8, No. 1, pp. 14-31, 1989. https://doi.org/10.1521/jscp.1989.8.1.14
  21. J. J. Yip, & A. E. Kelly, “Upward and downward social comparisons can decrease prosocial behavior,” Journal of Applied Social Psychology, Vol. 43, No. 3, pp. 591-602, 2013. https://doi.org/10.1111/j.1559-1816.2013.01039.x
  22. M. Mendolia, J. Moore, & A. Tesser, "Dispositional and situational determinants of repression," Journal of Personality and Social Psychology: Personality Processes and Individual Differences, Vol. 70, No. 4, 856-867, 1996. https://doi.org/10.1037/0022-3514.70.4.856
  23. A. H. McMakin, E. L. Malone, & R. E. Lundgren, "Motivating residents to conserve energy without financial incentives," Environment and Behavior, Vol 34, No. 6, pp. 848-863, 2002. https://doi.org/10.1177/001391602237252
  24. Pew Research Center, The public's political views are strongly linked to attitudes on environmental issues, ScienceDaily, 2015, www.sciencedaily.com/releases/2015/07/150701114752.htm (March 2, 2017)
  25. C. K. Park, D. Y. Choi, & H. J. Kim, “Analysis of the impact of smart grids on managing EVs’ electrical loads,” Journal of Digital Convergence, Vol. 11, No. 11, pp. 767-774, 2013. https://doi.org/10.14400/JDPM.2013.11.11.767
  26. S. Lee, D. Shim, & D. Lee, “Actual cases of Internet of Things on smart city industry,” Journal of Convergence for Information Technology, Vol. 6, No. 4, pp. 65-70, 2016. https://doi.org/10.22156/CS4SMB.2016.6.4.065
  27. H. Mun, G. Choi, & Y. Hwang, “Countermeasure to underlying security threats in IoT communication,” Journal of Convergence for Information Technology, Vol. 6, No. 2, pp. 37-44, 2016. https://doi.org/10.5121/ijitcs.2016.6104
  28. H. Wilhite, H. Nakagami, T. Masuda, Y. Yamaga & H. Haneda, “A Cross-cultural analysis of household energy use behavior in Japan and Norway,” Energy Policy, Vol. 24, No. 9, pp. 795-803, 1996. https://doi.org/10.1016/0301-4215(96)00061-4
  29. S. B. Kim, & S. H. Joung, “A study on the factors associated with electric energy consumption behavior,” Journal of Consumer Studies, Vol. 25, No. 2, pp. 67-91, 2014.
  30. H. B. Hwang, & B. S. Jung, “Electric power energy saving and efficient measures in buildings using the smart-meter,” Journal of Digital Convergence, Vol. 12, No. 11, pp. 365-372, 2014. https://doi.org/10.14400/JDC.2014.12.11.365