The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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The Effects of Relational Intentionality and Self-presentation Tendency on Word-of-mouth Activities

관계의 유대지향성 및 자기표현성향이 구전활동에 미치는 영향

  • 노민정 (경희대학교 경영대학 빅데이터 연구센터) ;
  • 주우진 (서울대학교 경영대학 경영학과)
  • Received : 2018.02.13
  • Accepted : 2018.03.12
  • Published : 2018.03.28
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Abstract

The decision to actively reveal oneself as a consumer on social media depends on whether the focus is more on positive rewards than negative threats associated with self-presentation, that is, who the other party is in that relationship. The audience of self-presentation could also be divided into expressive and instrumental ties: work partners can be classified as an audience of instrumental ties, whereas school friends can be regarded as an audience of expressive ties. This study accordingly predicted that people would focus more on prevention of negative threats than positive reward, exhibiting defensive self-presentation in relationships with strong instrumental ties because the fallout from negative threats due to failed self-presentation have a more detrimental effect than a positive reward from successful self-presentation. The empirical findings thereby indicated that as the proportion of coworkers increased among Facebook friends, the mediation effect through defensive self-presentation increased, whereas such effect through acquisitive self-presentation decreased.

소셜미디어 상에서 소비자로서의 자신을 얼마나 드러낼 것인지의 여부는 자기표현에 따른 긍정적 보상과 부정적 위협 중에서 어느 것에 보다 초점을 맞출지에 따라 달라질 수 있다. 또한 긍정적 보상과 부정적 위협 중에서 어느 것에 보다 초점을 맞추게 될 것인지의 여부는 자신을 드러내고자 하는 관계의 상대방이 누구인지에 따라 달라질 수 있다. 자기표현의 청중을 관계의 유대지향성에 따라 구분한다고 할 때, 직장동료와 같이 업무파트너로서 이해 증진에 목적을 두는 관계 상대방은 도구적 유대지향성의 청중이라고 하는 반면 학창시절 친구와 같이 우정과 같은 감정적 유대를 기반으로 하는 관계 상대방은 표현적 유대지향성의 청중이라고 할 수 있다. 본 연구는 직장동료와의 관계에서처럼 도구적 유대지향성이 강한 상대방에 대해서는 자기표현의 실패로 인한 부정적 위협의 여파가 자기표현의 성공으로 인한 긍정적 보상보다 더욱 치명적일 수 있기 때문에 긍정적 보상보다는 부정적 위협의 예방에 초점을 맞춰 수세적으로 자기표현을 하려 든다고 예측하여 보았다. 실증결과는 페이스북 상에서 직장동료들의 비중이 증가할수록 수세적 자기표현에 의한 매개 효과는 증대되는 데 반면, 쟁취적 자기표현에 의한 매개 효과는 감소하고 있음을 확인시켜 주고 있었다.

Keywords

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