• 제목/요약/키워드: Media attitude

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중국 이용자 소셜미디어 가짜뉴스 판별의도에 미치는 요인에 관한 연구 -태도, 사회자본, 위험감지를 중심으로- (A Study on the Factors Affecting the Intention of Chinese Users to Discriminate Against Fake News on Social Media - Focusing on attitude, social capital, and risk detection -)

  • 담과홍;이화행
    • 한국콘텐츠학회논문지
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    • 제22권4호
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    • pp.337-351
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    • 2022
  • 소셜미디어의 전면적인 보급과 빠른 발전에 따라 소셜미디어 정보전파의 탈중심화 추세가 나날이 뚜렷해지고 있으며 수용자들이 소셜미디어 정보를 이용한 시간의 세분화가 뚜렷하게 진행되고 있다. 따라서 본 연구는 기존연구들을 바탕으로 소셜미디어의 가짜뉴스에 대한 태도, 사회자본, 위험인식 및 판별의도 간의 미치는 영향 관계를 연구하고자 하다. 이에 따른 연구모델은 관련한 연구가설을 제시하고 설문지를 구성하여 총 500건의 유효설문을 수집하였다. 자료 분석하기 위해 SPSS 26.0 프로그램과 AMOS 24.0 프로그램을 사용하였다. 연구결과는 다음과 같다. 첫째, 소셜미디어의 가짜뉴스 판별의도에 대한 이용자들의 태도가 적극적일수록 인터넷 정보의 진위성을 판별하기 위해 다양한 방식이나 도구를 활용하려 한다. 둘째, 소셜미디어 가짜뉴스에 대한 이용자의 태도가 적극적일수록 소셜미디어 가짜뉴스가 자신의 신체, 심리, 재무 등에 미치는 잠재적 위협을 인식할 수 있다. 아울러 자신의 위험인식을 높이고 소셜미디어 가짜뉴스에 대한 반펼의도가 높아진다. 셋째, 중국 이용자가 가진 사회자본이 풍부할수록 정보 소양이 강해지기 때문에 소셜미디어 가짜뉴스에 대한 판별의도도 강해진다. 넷째, 중국 이용자 가진 사회자본의 가치가 높을수록 가짜뉴스에 받은 피해를 더 크게 볼 수 있다고 판단하며, 자신의 이익을 보호하기 위해 가짜뉴스에 대한 위험의식이 높아진다. 다섯째, 중국 이용자가 소셜미디어에 의심한 정보를 인식하고 상응한 조치를 시실한 것을 의미하다.

자살 사고와 자살 시도가 있거나 없는 개인의 자살 보도에 대한 태도 연구 (A Study of Attitudes Toward Suicide Report among Individuals with and without Suicidal Thoughts and Suicide Attempts)

  • 고경남;이상욱;박종익
    • 생물정신의학
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    • 제27권1호
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    • pp.9-17
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    • 2020
  • Objectives The purpose of this study is to investigate the interest level, perception and attitude of suicide high-risk group toward the media's suicide report, and also to provide the fundamental data in order to strengthen both the standard and the recommendation of media coverage in Korea. Methods We analyzed the data from the 2013 The Korea National Suicide Survey. The study included 1500 participants aged between 19 and 75 years. The participants were selected through the regional multi-layer stratification method using the sampling frame of the 2010 Census. One-on-one face-to-face interviews investigated the interest level, opinions, and attitudes toward suicide reports and collected data on past suicide history and demographic data. The collected data were evaluated using multiple logistic regression analysis. A probability level of p < 0.05 was considered statistically significant. Results The suicide high risk groups with histories of suicidal ideations or attempts showed more interest in suicidal reports [suicidal thought odds ratio (OR) = 1.81, 95% confidence interval (CI) = 1.40-2.34 ; suicidal attempt OR = 3.21, 95% Cl = 1.52-6.78]. However, there was no difference among the groups in thought that suicide reports incite suicide (suicidal thought OR = 1.26, 95% Cl = 0.92-1.73 ; suicidal attempt OR = 0.96, 95% Cl = 0.44-2.09). The suicide high risk groups showed a positive attitude toward suicide reports, but it was not statistically significant (suicidal thought OR = 1.10, 95% Cl = 0.41-2.92 ; suicidal attempt OR = 1.10, 95% Cl = 0.76-1.59). Conclusions We suggest the need of careful attitude of media suicidal reports not to bring about copycat suicides. and also we offer suicide prevention campaign based on media leverage.

소셜미디어 인플루언서의 준사회적 상호작용과 관계가 이용자의 브랜드 태도와 구매 의도에 미치는 영향 (The Effect of Social Media Influencer's Parpasocial Interaction and Relationship on Users's Brand Attitude and Purchase Intention)

  • 이은선
    • 한국콘텐츠학회논문지
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    • 제21권3호
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    • pp.270-281
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    • 2021
  • 소셜미디어의 등장과 스마트폰의 기술적 발달로 미디어 콘텐츠의 생산, 공유, 확산이 쉬워지면서 이용자들의 미디어 이용행태에는 커다란 변화가 진행되고 있다. 이러한 변화 중 우리가 주목해야 할 것은 유튜브의 공격적인 성장이다. 이러한 성장 뒤에는 크리에이터들의 적극적인 콘텐츠 생산과 이용자들의 공유행동이 있다. 최근 들어 크리에이터들은 소셜미디어 인플루언서로서 이용자들에게 막강한 영향력을 행사하게 되었으며 이들을 활용한 인플루언서 마케팅이 주목받고 있다. 본 연구에서는 소셜미디어 인플루언서와 이용자들 간의 준사회적 상호작용은 동일시, 관심, 경험적 상호작용으로 세분화하고 관계는 신뢰도, 우정, 이해, 몰입으로 세분화하여 이들이 브랜드 태도와 구매 의도에 미치는 영향들을 살펴보았다. 연구 결과, 준사회적 상호작용인 관심과 신뢰의 관계가 브랜드 태도에 긍정적인 영향을 보였으며, 가식적이지 않은 상호작용과 우정의 관계가 구매 의도에 유의미한 영향을 미치는 것으로 나타났다. 이러한 결과는 마케팅 목표에 따라 인플루언서와 소비자들간의 상호작용 방식과 관계 유형에 적합한 커뮤니케이션을 개발해야 한다는 것을 의미한다. 더 자세한 이론적 및 실무적 함의가 논의되었다.

An Exploration of Advertising Avoidance by Audiences across Media

  • Kim, Jun Kyo;Seo, Sang Ho
    • International Journal of Contents
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    • 제13권1호
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    • pp.76-85
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    • 2017
  • This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers' beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.

The Media Influence on Consumers' Energy-Saving Technology Adoption in Korea: An Empirical Study

  • Koo, Chulmo;Chung, Namho
    • Asia pacific journal of information systems
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    • 제26권1호
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    • pp.189-210
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    • 2016
  • The current study attempts to expand our understanding of the determinants of energy-saving technology (EST) use by focusing on the individual aspects of environmental behaviors. This study integrates the hedonic, normative, and gain goals to explain the causal relationship between users and EST use. By adopting Goal-Framing Theory, this study proposed three individual goal frames in the environmental context: hedonic (perceived pleasurability), normative (social norms), and gain goals (legislative pressure and economic factor). Partial Least Square (PLS) was used to analyze the data from 104 respondents. Eight of the ten hypotheses were strongly supported. We found that social norms, perceived pleasurability, economic factor, and legislative pressure had positive and significant effects on attitude to EST use. Interestingly, we found that media influence did not have a severe effect on perceived pleasurability, and that the economic factor enforces mainly positive attitude to EST. Important theoretical and practical implications of these findings are discussed.

The Role of Political Agreement and Disagreement of News and Political Discussion on Social Media for Political Participation

  • Hyun, Kideuk
    • 분석과 대안
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    • 제2권2호
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    • pp.31-66
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    • 2018
  • This study investigates the mobilizing function of political agreement and disagreement in communition mediated by social media. Analyses of a survey found that reception of news consistent with individual political predispositions through social networking sites (SNS) positively related to political participation, whereas reception of counterattitudinal news was unrelated. Similarly, SNS- based discussion with politically agreeing others predicted political participation, whereas discussion with disagreeing people did not contribute to participation. Moreover, attitude-consistent news reception and agreement in political discussion had interactive influences, as the effects of attitude-consistent news on participation become stronger with increases in discussion with agreement. The results suggest that the mobilizing effects of social media mainly work through political agreement rather than disagreement in communication.

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소셜 미디어의 지속적 이용의도에 미치는 영향변수에 관한 연구 (Understanding factors affecting users' social media continuance)

  • 이재록
    • 한국융합학회논문지
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    • 제11권7호
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    • pp.145-150
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    • 2020
  • 소셜 미디어에 대한 지속적 이용의도에 미치는 영향변수와 그 관계에 대한 보다 체계적이고 종합적인 설명이 필요하다. 이를 위해 소셜 미디어 지속적 이용 의도에 미치는 영향변수(소셜 미디어 활동참여, 개인정보 노출위험, 지각된 향유, 몰입, 그리고 집단 동일시)와 소셜 미디어 이용에 대한 태도를 중심으로 모형을 설정하고 가설을 설정하였다. 수립된 가설을 실증적으로 검증하기 위하여 설문조사를 실시하고 AMOS를 이용하여 구조방정식으로 분석하였다. 신뢰성과 타당성이 확보된 연구결과를 토대로 분석한 결과 소셜 미디어 활동참여, 지각된 향유, 그리고 몰입이 소셜 미디어 지속성에 직, 간접적으로 영향을 미치고 있음을 밝혀냈다. 또한 소셜 미디어에 대한 태도가 소셜 미디어 지속이용의도에 정의 영향을 미쳤다. 마지막으로 연구결과의 실무적 시사점 및 연구의 한계점을 제시하였다.

커뮤니케이션 융합플랫폼의 크리에이티브 전략과 개인적 성향에 따른 광고효과 (Ads Impact of Communication Convergence Platform's Creative Strategy and Personal Attributes)

  • 김재영
    • 한국융합학회논문지
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    • 제11권9호
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    • pp.99-107
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    • 2020
  • 밀레니얼 하이 테크 미디어의 개인화된 특성은 기존의 정형화된 크리에이티브 문법을 깨트리고 있다. 파괴적인 하이 테크 미디어의 정보 형태는 소비자의 성향이나 특성에 따라 상이하게 수용된다. 이 연구의 목적은 하이테크 미디어의 효율적인 크리에이티브 전략 수립을 위한 가이드라인을 탐색해 보는데 있다. 소비자의 심리적 성향에서 소비자 혁신성은 하이 테크 미디어의 크리에이티브를 평가하는데 핵심적인 요인이다. 소비자의 혁신성과 하이 테크 미디어의 크리에이티브 유형에 대한 설득 커뮤니케이션 효과를 알아 본 결과는 다음과 같다. 구체적(추상적) 크리에이티브 유형은 혁신성이 낮은 소비자보다 혁신성이 높은 소비자에게 광고에 대한 태도, 브랜드 태도, 구매의도 그리고 구전의도에서 높게 나타났다.

한국부인의 보건지식, 태도 및 실천에 영향을 미치는 제요인분석 (An Analysis of Determinants of Health Knowledge, Attitude and Practice of Housewives in Korea)

  • 남철현
    • 보건교육건강증진학회지
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    • 제2권1호
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    • pp.3-50
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    • 1984
  • The levels of health knowledge, attitude and practice of housewives considerably effect to the health of households, communities and the nation. This study was designed to grasp the levels of health knowledge, attitude and practice of houswives and analyse the various factors effecting to health in order to provide health education services as well as materials for effective formulation and implementation of health policy to improve the health of the nation. This study has been conducted through interviews by trained surveyers for 4,281 housewives selected from 4,500 households throughout the country for 40 days during July 11-August 20, 1983. The results of survey were analysed by stepwise multiple regression and path analysis are summarized as follows; 1. Based on the measurement instrument applied to this study, the levels of health knowledge, attitude and practice of housewives were extremely low with 54.5 points out of 100 points in full. Higher level with 72 points and above was approximately 21 percent and lower level with 39 points and below was approx. 24 percent. The middle level was approx. 55 percent. In order to implement health programs successively, health education should be more strengthened and to improve the level of health knowledge, attitude and practice (KAP) of the nation, political consideration as a part of spiritual reformation must be concentrated on health. 2. The level of health knowledge indicated the highest points with 57.3 the level of attitude was the second with 55.0 points and the practice level was the lowest with 50.0 point. Therefore, planning and implementation of health education program must be based on the persuasion and motivation that health knowledge turn into practice. 3. Housewives who had higher level of health knowledge, showed their practice level was relatively lower and those who had middle or low level of it practice level was the reverse. 4. Correlations among health knowledge, attitude and practice (KAP) were generally higher and statistically significant at 0.1 percent level. Correlation between total health KAP level and health knowledge was the highest with r=.8092. 5. Health KAP levels showed significant differences according to the age, number of children, marital status, self-assessed health status and concern on health of the housewives interviewed (p<0.001) 6. Health KAP levels also showed significant differences according to the education level, economic status, employment before marriage and grown-up area of the housewives interviewed. (p<0.001) 7. Heath KAP levels showed significant differences according to health insurance benificiary and the existence of patients in the family. (p<0.001). 8. Health KAP levels showed significant differences according to distance to government organizations, schools, distance to health facilities, telephone possession rate, television possession rate, newspaper reading rate and activities of Ban meeting and Women's club. (p<0.001) 9. Health KAP levels showed significant differences according to electric mass communication media such as television, radio and village broadcasting etc. and printed media such as newspaper, magazine and booklets etc., IEC variables such as individual consultation and husband-wife communication, however, there was no significance with group training. 10. Health KAP of the housewives showed close correlation with personal characteristics variables, i.e., education level (r=.5302), age (r=-.3694) grown-up area (r=.3357) and employment before marriage. In general, correlation of health knowledge level was higher than the levels of attitude or practice. In case of health concern and health insurance, correlation of practice level was higher than health knowledge level. 11. Health KAP levels showed higher correlation with community environmental characteristics, Ban meeting and activity of Women's club, however, no correlation with New-village movement. 12. Among IEC variables, husband-wife communication showed the highest correlation with health KAP levels and printed media, electric mas communication media and health consultation in order. Therefore, encouragement of husband-wife communication and development of training program for men should be included in health education program. 13. Mass media such as electric mass com. and printed media were effective for knowledge transmission and husband-wife communication and individual consultation were effective for health practice. Group training was significant for knowledge transmission, however, but not significant for attitude formation or turning to health practice. To improve health KAP levels, health knowledge should be transmitted via mass media and health consultation with health professionals and field health workers should be strengthened. 14. Correlation of health KAP levels showed that knowledge level was generally higher than that of practice and recognized that knowledge was not linked with attitude or practice. 15. The twenty-five variables effecting health KAP levels of housewives had 41 per cent explanation variances among which education level had great contribution (β=.2309) and electric mass com. media (β=.1778), husband-wife communication (β=.1482), printed media, grown-up area, and distance to government organizations in order. Variances explained (R²) of health KAP were 31%, 15%, and 30% respectively. 16. Principal variables contributed to health KAP were education level (β=.12320, β=.1465), electric mass comm. media (β=.1762, β=.1839), printed media, (β=.1383, β=.1420) husband-wife communication (β=.1004, β=.1067), grown-up area and distance to government organizations, in order. Since education level contributes greatly to health KAP of the housewives, health education including curriculum development in primary, middle and high schools must be emphasized and health science must be selected as one of the basic liberal arts subject in universities. 17. Variences explained of IEC variables to health KAP were 19% in total, 14% in knowledge, 9% in attitude, and 10% in health practice. Contributions of IEC variables to health KAP levels were printed media (β=.3882), electric mass comm media (β=.3165), husb-band wife com. (β=.2095,) and consultation on health (β=.0841) in order, however, group training showed negative effect (β=-.0402). National fund must be invested for the development of Health Program through mass media such as TV and radio etc. and for printed materials such as newspaper, magazines, phamplet etc. needed for transmission of health knowledge. 18. Variables contributed to health KAP levels through IEC variables with indirect effects were education level (Ind E=0.0410), health concern (Ind E=.0161), newspaper reading rate (Ind E=.0137), TV possession rate and activity of Ban meeting in order, however, health facility showed negative effect (Ind E=-.0232) and other variables showed direct effect but not indirect effect. 19. Among the variables effecting health KAP level, education level showed the highest in total effect (TE=.2693) then IEC (TE=.1972), grown-up city (TE=.1237), newspaper reading rate (TE=.1020), distance to government organization (TE=.095) in order. 20. Variables indicating indirect effects to health KAP levels were; at knowledge level with R²=30%, education level (Ind E=.0344), newspaper reading rate (Ind E=.0112), TV possession rate (Ind E=.0689), activity of Ban meeting (Ind E=.0079) in order and at attitude level with R²=13%, education level (Ind E=. 0338), activity of Ban meeting (Ind E=.0079), and at practice level with R²=29%. education level (Ind E=.0268), health facility (Ind E=.0830) and concern on health (Ind E=.0105). 21. Total effect to health KAP levels and IEC by variable characteristics, personal characteristics variables indicated larger than community characteristics variables. 22. Multiple Correlation Coefficient (MCC) expressed by the Personal Characteristic Variable was .5049 and explained approximately 25% of variances. MCC expressed by total Community environment variable was .4283 and explained approx. 18% of variances. MCC expressed by IEC Variables was .4380 and explained approx. 19% of variances. The most important variable effected to health KAP levels was personal characteristic and then IEC variable, Community Environment variable in order. When the IEC effected with personal characteristic or community characteristic, the MCC or the variances were relatively higher than effecting alone. Therefore it was identified that the IEC was one of the important intermediate variable.

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체험형 1인 미디어콘텐츠에서 소개하는 상품에 대한 소비자 태도 영향요인 연구 (A Study on the Factors to Customers Attitude for the Goods and Service Introduced in Review UGC)

  • 손재영
    • 지역과문화
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    • 제7권2호
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    • pp.155-172
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    • 2020
  • 본 연구는 콘텐츠 내에서 소개되는 상품과 서비스에 대한 소비자 태도에 영향을 미치는 요인들을 분석하고, 요인별로 한국과 중국의 소비자 간 차이가 있는지를 탐구하였다. 소비자 태도에 영향을 미치는 요인에 대한 분석에서 독립변인으로 정보성, 신뢰성, BJ 매력성, 소비자혁신성을 설정하였다. 분석 방법으로 확인적 요인분석, 상관관계 분석과 위계적 회귀분석을 사용하였다. 분석 결과, 소비자혁신성, BJ 매력성, 신뢰성의 순서로 영향력이 큰 것으로 나타났으며 정보성의 영향은 통계적으로 유의하지 않았다. 대체로 소셜 미디어나 디지털 광고의 효과와 관련된 선행연구들과 일치하는 결과였다. 정보성의 영향은 관련 연구에서 소비자나 채널의 특성에 따라 유의하거나 유의하지 않은 경우가 엇갈리게 보고되고 있어 관련한 후속 연구가 필요하다. 요인별 한국과 중국 소비자의 차이는 독립표본 t-test 방법을 통해 검증하였다. 신뢰성, BJ 매력성, 태도 항목에서 중국 소비자들의 점수가 더 높았고 평균 차이는 유의하였다. 이는 체험형 1인 미디어콘텐츠가 연계되는 미디어커머스 환경의 차이에 기인한 것으로 판단할 수 있다. 정보성과 소비자혁신성의 차이는 유의미하지 않았다. 향후 연구대상의 범위를 확대 및 실험방식 도입을 통한 후속 연구를 기대한다.