The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Why are we addicted to SNS? - the Mediation effect of SNS Stress

왜 우리는 SNS에 중독되는가? - SNS 스트레스의 매개효과를 중심으로

  • Goo, Hye Kyoung (School of Business Administration(International Trade Major), Seowon University)
  • 구혜경 (서원대학교 경영학부 무역학전공)
  • Received : 2020.11.09
  • Accepted : 2020.12.21
  • Published : 2021.02.28
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Abstract

Social media users are an important part of our lives as they spend a lot of time and actively use them. However, it is known that there are many users who feel the psychological stress of SNS stress or fall into addiction due to SNS use. SNS stress negatively affects not only the user's mind but also the body. This study investigates the associations between SNS stress and addiction. To test the hypotheses, the study performed structural equation modeling using Amos. We collected 210 data from SNS users. The empirical results showed that SNS overuse had a significant effect on SNS stress. Second, SNS stress had a significant relationship with SNS addiction. Third, it was found that SNS overuse did not directly affect SNS addiction. This study suggests that it is necessary to recognize the importance of the relationship between SNS addiction and SNS stress.

SNS 사용자들이 많은 시간을 투자하여 적극적으로 이용함으로써 SNS는 괄목할만한 높은 성장으로 이어지고 있다. SNS의 적극적인 이용으로 인해 점점 스트레스를 경험하거나 중독으로 이르는 부정적 영향도 함께 나타나고 있다. 개인이나 소비자와 기업을 연결해 주는 새로운 매체로써 SNS 사용자들의 이용률이 증가하면서 중독경향성 즉, 중독을 보이는 경우들이 발생하는데, 이에 이용자들이 어떻게 중독에 이르게 되는지에 관심을 기울일 필요가 있다고 본다. 본 연구는 20대 대학생들을 대상으로 하여 SNS 중독에 영향을 미치는 스트레스의 매개효과에 대해 실증적으로 규명하기 위한 목적으로 진행되었다. 본 연구의 분석결과를 요약하면 다음과 같다. 첫째, SNS 특성으로 인한 과다사용에 대한 부정적 평가가 높을수록 SNS 스트레스는 높아지는 것으로 나타났다. 둘째, SNS 스트레스와 중독과의 관계를 분석한 결과, SNS 스트레스와 SNS 중독에는 유의적인 영향력이 있는 것으로 나타났다. 이는 SNS 스트레스를 받게 되면 이를 해소하기 위해 SNS를 중단하는 것이 아니라 지속적으로 다른 SNS로 이동하여 계속 SNS를 이용하게 된다. SNS를 사용함으로 인해 스트레스를 경험하게 된 사용자들은 또 다른 SNS로 이동하여 계속 SNS를 이용함으로써 스마트폰이나 SNS의 중독을 경험하게 되는 것으로 볼 수 있다. 셋째, SNS 특성으로 인한 과다사용은 SNS 중독에 통계적으로 유의하지 않은 것으로 나타났다. 이는 SNS 특성으로 인해 과다사용하는 것은 직접적으로 SNS 중독에 영향을 미치지 않는다고 볼 수 있다. 본 연구는 개인수준뿐만 아니라 소비자-브랜드 간의 관계에서 SNS에 대한 중독적인 행동과 같은 SNS의 부정적 측면을 연구하는 데 도움을 제공하고자 한다.

Keywords

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