HOW SOCIAL MEDIA INFLUENCE ON CONSUMERS’ LUXURY VALUE PERCEPTION

Bruno Godey,Jungsun Cho 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Luxury industry, in addition to feelings, started to provide reasons for consumers to justify their consumption. Also, it helps them to avoid social risks by offering inconspicuous luxury products. For example, ‘Mandarin Oriental Barcelona’ suggests luxury holiday package for people running Barcelona marathon, London cocktail bar ‘Bart’ serves cocktails designed to 'facilitate focus and encourage relaxation', ‘Tiffany’ has dropped the spelled-out brand name from its fashion jewelry line in favor of simple “T”. (Trend watching 2017) Then, what changed consumers' interest? Interestingly, the current expectations of luxury consumers have a lot in common with the features of interdependent self-construal. The we effect of social media can explain this trend. Literature review and Conceptual framework Social Media usage and Interdependent Self-Construal Although earlier research in cultural psychology conceptualized self-construal as culturally determined (Markus and Kitayama 1991), more recent research suggests that independent and interdependent self-construal can also be made temporarily accessible. The most frequently adopted priming procedure to induce self-construal is the procedure by stories about we or I. (Gardner, Gabriel, and Lee 1999; Mandel 2003; Krishna, Zhou, and Zhang 2008; Hong and Chang 2015). We suggest that Social media usage can induce interdependent self-construal because social media users read stories and watch videos of others. Prior findings indicated that participants in interdependent self-construal condition have an equivalent number of thoughts about themselves and others. (Lee, Aaker, and Gardner 2000). Social Media, Interdependent Self-construal, and Consumers’ Luxury Value Perception Consumers’ perceptions of luxury value appear to be determined mainly by Functional, Individual, and Social aspects (Wiedmann, Hennigs, and Siebels 2009). Recent luxury marketing researchers compare conspicuous consumption and inconspicuous consumption, two types of social aspect consumption (Han, Nunes, and Dreze 2010; Eckhardt, Belk, and Wilson 2015). They are interested in Functional luxury value, added to Individual luxury value because small utilitarian additions to a hedonic luxury are often valued more than their stand-alone value (Keinan, Kivetz, & Netzer 2016). These two trends seem to have nothing in common. But when the concept of self-construal is adopted, they have something in common. Namely, interdependent selves, which focuses on others, are the one who cares about both inconspicuousness and utilitarian aspects. We suggest that because of the features of interdependent self-construal, consumers more using social media tend to have a different priority regarding luxury value perception than consumers less exposed to social media. We explore the mediating role of relational interdependent self-construal in this model (Triandis 1989; Cross, Bacon, and Morris 2000). Also, luxury brand company’s social media marketing efforts (Kim and Ko 2012; Godey et al. 2016) have different features. We expected that each social media marketing activity has a different impact on luxury value perception. Interdependent Self-Construal, Reason, Functional luxury value We propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to rely on both reason and feeling, which in turn set an equivalent value on Functional luxury value (cognitively superior) and Individual luxury value (affectively superior) (Hong and Chang 2015). Interdependent Self-Construal, Social Risk, Inconspicuousness The authors propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to avoid social risk than participants who are not exposed to social media (no priming group). Study 1: The effect of social media on the balance between self and others. A total of 709 respondents (389 females) participated in this study via Amazon Mechanical Turk (MTurk) They were randomly assigned to one of the two conditions (with social media manipulation vs. No manipulation) The impact of ‘one-time social media use’ Following the previous study (Hong and Chung 2015), we conducted a 2 (social media manipulation: No vs. Yes) x 2 (thought type: self vs other) mixed ANOVA with social media manipulation as a between-subject factor and thought type as a repeated measure. The main effect of thought type is significant (F(1,707) =293.54, p<.000). However, the interaction between social media manipulation and thought type was not significant. (F (1,707) = 0.128, p<.721). So, the result shows that one-time social media use doesn’t manipulate interdependent self-construal. The impacts of ‘chronic social media use’. To check whether chronic social media use can manipulate interdependent self-construal, we conducted a 2 (time spent on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =293.81, p<.000). The interaction between time spent on social media and thought type was significant. (F (1,703) = 6.65, p<.000). Also, we conducted a 2 (communication on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =300.76, p<.000). The interaction between communication and thought type was significant. (F (1,704) = 5.764, p<.000). So, the result shows that chronic social media use manipulates interdependent self-construal. Also, we computed three types of groups, the others-dominant, the balanced, and the self-dominant by modifying past research (Kitayama et al. 2009; Wu, Cutright, and Fitzsimos 2011, Hong and Chang2015). A chi-square test revealed that participants who spent more time and had more communication on social media had more balanced thought type (32.6%, 31.0%) than participants who spent less time and had less communication on social media (24.8%, 24.0%) Study 2: The effect of using social media on luxury value perceptions (SEM) A total of 255 respondents (85 females) participated in this study through Amazon Mechanical Turk (MTurk). The participants were between 18 and 65 years old and lived in the U.S., and the modal age group was 25-34 (43.9 %), followed by 35-44 (25.5%). We conducted exploratory factor analysis (EFA) using maximum likelihood estimation with Promax rotation. The goodness of fit statistics is: ??=707.14, df =377, P<0.0005, ??/df =1.876, CFI=0.95, and RMSEA =0.059. The final CFA model fits well with the data (Hu and Bentler, 1999; Hair et al., 2010). After confirming the measurement model, SEM with maximum likelihood extraction was estimated to test Hypothesis. The goodness of fit criteria of the model meets the proposed thresholds in previous studies: ??=677.97, df =374, P<0.0005, ??/df =1.813, CFI=0.95, and RMSEA =0.057 (Hu and Bentler, 1999; Hair et al., 2010). The SEM model showed each social media activity has a different effect on each luxury value. Interaction positively impacts the functional luxury value (β=0.38, p<.000) but negatively impacts the individual (β= - 0.27, p<.000) and social luxury value (β= - 0.34, p<.000). Entertainment/WOM has a positive effect on individual luxury value (β=0.39, p<.000) and on social luxury value (β=0.32, p<.000). Customization positively impacts the social luxury value (β=0.26, p<.000). We could also find Entertainment/WOM and Customization did not influence the functional luxury value. Only Entertainment/WOM positively impacts relational interdependent self-construal (β=0.32, p<.000) Relational interdependent self-construal positively impacts on individual value (β=0.24, p<.000) and social value (β=0.27, p<.000). We conducted a mediation analysis. Among social media activities, only Entertainment/WOM had a significant positive effect on Relational Interdependent Self-Construal. Study 3: the effect of social media on self-construal and choice between functional value and individual value superior options 454 Responses (304 females) collected via Mturk to stimulate the environment of social media. Respondents are primed on interdependence by social media usage while control group respondents are not primed. The authors checked the validity of the self-construal manipulation effect of social media. Respondents were given a choice task, designed by adopting previous method (Hong and Chang 2015). They were told to imagine that they were going to buy a hand bag. Handbag X is superior on functional (cognitive) dimensions whereas handbag Y is superior on all individual (affective) dimensions. Participants are asked to indicate their choice between two Handbags Choice. A chi-square test revealed that the effect of social media manipulation is not significant on the handbag choice (?2(l) 0.371, p<.309). However, the effect of interdependent self-construal on the participant's’ handbag choice was significant (?2(l) 5.85, p<0.01). As predicted, participants with a higher Interdependent self-construal primed by social media have a smaller preference gap between Functional luxury value and Individual luxury value (F:73.2%-I:26.8%=46.4%), than participants with lower Interdependent self-construal participants (F:82.7%-I:17.3%=65.4%) Study3 supports the results of previous two studies. As individuals communicate more and spend more time on social media, they are more likely to prefer equally for Functional luxury value and Individual luxury. Study 4: the effect of social media on self-construal and choice between conspicuous and inconspicuous options. After the self-construal manipulation with social media, respondents were given a choice task. The choice was designed by adopting previous method (Han, Nunes, and Dreze 2010). Respondents were told to imagine that they were going to buy a handbag. One option has an inconspicuous design whereas the other option is conspicuous design. Participants are asked to indicate their choice between two handbags. Social media manipulation and Handbags Choice. All three chi-square tests revealed a significant or marginal effect of social media manipulation on participants handbag choice with the same pattern. ( ?2(1) = 6.328, p > .032; ?2(1) = 3.086, p > .079; ?2(1) = 1.933, p > .098) As predicted, participants in social media manipulation group prefer the inconspicuous option to the conspicuous option (59.3%>40.7%; 58.9%>41.1%; 60.4%>39.6%) than participants in control group (47.3%, 52.7%; 50.5%, 49.5%, 53.8%, 46.2%). Interdependent-self construal and Handbags Choice. All three chi-square tests revealed a significant effect of interdependent self-construal on participants handbag choice with the same pattern. ( ?2(1) = 4.2, p > .047; ?2(1) = 4.79, p > .029; ?2(1) = 6.11, p > .013) As predicted, participants with higher Interdependent self-construal primed by social media have a equivalent preference about the inconspicuous option and conspicuous option (50%, 50%; 50.8%, 49.2%; 52.4%, 47.6%) than participants with lower Interdependent self-construal(59.6%, 40.4%; 61.1%, 38.9%, 63.9%, 36.1%). Study4 shows that one-time social media exposure can reduce conspicuous consumption. However, as individuals communicate more and spend more time on social media, they become more likely to prefer equally for conspicuous option and inconspicuous option. Contribution In luxury brand marketing, this study sheds light on the balance between two motivations, luxury for self and luxury for others (Kapferer, Jean-No?l, and Vincent 2009) using the concept of self-construal. This research also contributes to the literature on consumers’ luxury value perception (Hennigs et al. 2012; Wiedmann et al. 2009). In general marketing subjects, it adds to the increasing literature on consumer risk and choices between affective and cognitive options. For the luxury brand industry, this study can give marketers a practical idea about choosing social media marketing activities and designing new products. For example, if luxury brand companies promote customers posting opinions on websites, they should know that their activities might advertently affect their sales because interaction negatively influences on individual and social luxury value.

지방자치단체의 소셜미디어 활용 현황 분석과 의미

서진완 ( Jin Wan Seo ),남기범 ( Ki Bum Nam ),김계원 ( Kye Won Kim ) 한국행정학회 2012 韓國行政學報 Vol.46 No.1

최근 공공기관에서 소셜미디어를 활용하는 사례가 많이 나타나고 있다. 많은 지자체에서 소셜미디어를 활용하거나 구체적인 활용계획을 가지고 있는 것으로 알려져 있다. 소셜미디어가 갖고 있는 파급효과와 전파속도로 인하여 기관의 입장에서도 소셜미디어에 대해 관심을 가질 필요가 있다. 우리나라의 경우 일부 지자체에서 민선 자치단체장의 관심에 따라 주민과의 소통을 향상시키기 위한 수단으로서 소셜미디어의 활용이 시작되었으며 일부 지자체를 중심으로 구체적인 서비스가 실행되고 있다. 그러나 아직 구체적으로 소셜미디어를 활성화하기 위해서는 어떻게 해야 하는지 그리고 무엇을 할 수 있는지 등에 대한 통일된 가이드라인이 제공되지 못한 시작단계에 머무르고 있는 실정이다. 무엇보다도 소셜미디어를 공공기관에서 활용하고자 한다면 우선 이러한 새로운 매체가 갖는 의미를 먼저 생각할 필요가 있다. 이러한 관점에서 본 연구는 소셜미디어를 공공기관에서 어떻게 활용하고 있는지를 분석하고 그 의미를 살펴보았다. 이미 일부 지방자치단체에서는 새로운 형태의 소셜미디어 운영 및 관리주체, 운영 및 관리방식으로 발전하고 있으며, 이러한 변화가 갖는 의미는 향후 공공기관의 역할, 행정서비스의 제공, 공공관리 등의 측면에서 행정의 본질적인 변화를 가져올 수도 있음을 밝혔다. The use of social media in the public sector has become a hot topic. Agencies and departments at all levels of government are adding Twitter, Facebook or YouTube buttons to their otherwise static websites. Government agencies are diving into social media at varying paces. Some local governments have embraced social media to the point that they have created an organizational structure for handling its related issues. Most local governments have certainly led the way in their use of social media for some government purposes. There are also individual government leaders in the social media space for their willingness to participate on social media and genuinely talk to people. In this regard, this paper discusses important issues regarding social media use by local government, in particular, how to prepare to use social media as a governmental entity. Most local government organizations have not yet moved beyond the most basic functionality of social media. Before fully implementing social media use in local government, the analysis results reveal what local governments must understand and prepare for.

정동(Affect)의 극장으로서 소셜 미디어

주현식 ( Ju Hyun-shik ) 한국드라마학회 2020 드라마연구 Vol.0 No.60

2016년 촛불 집회 당시 일상의 온라인 공간, 특히나 트위터나 페이스북 등 소셜 미디어에서 이용자들이 경험하는 정체성 변형의 문제를 연행 연구 관점에서 접근하고 그 정체성 변형의 연행적(performative) 과정이 함축한 정치적 효과를 정동(affect)의 개념을 통해 본 논의는 분석하려 한다. 이를 위해 본론 첫 번째 장에서는 이론적 토대를 다진다. 소셜 미디어에 대한 퍼포먼스적 접근의 유용성을 탐색하면서 정동의 개념을 분석 렌즈로 삼아 소셜 미디어 상의 퍼포먼스가 내포한 정치적 함의를 추출한다. 두 번째 장에서는 이론적 틀을 실제 사례에 적용해 본다. 우선 가짜 최진실 페이스북 계정을 통해서 연극적 가정법의 자아가 소셜 미디어에서 퍼포먼스 되는 양상이 조망된다. 이어서 풍자적 그림이나 글이 전시되는 갤러리 같지만 여타 팔로워(follower)의 사회적 상호작용을 촉진하는 다른 여러 장치에 의해 트위터나 페이스북의 공간에서 생생한, 공현존의 무대가 구성되는 과정이 검토된다. 다음으로 촛불집회 운동의 큰 원동력이 되었다고 평가되는 ‘#그런데_최순실은?’ 해시태그 달기 운동을 대상으로 소셜 미디어에서 ‘정치적인 것으로서 개인적인 것’이 발명되는 과정, 자아의 연행적 구성 과정이 서술된다. 이상의 사례 분석을 바탕으로 마지막 부분에서는 소셜 미디어의 퍼포먼스적 무대 구성 과정이 곧 정동을 퍼포먼스하는 과정이었음을 결론 내리면서, 퍼포먼스적 무대로서 소셜 미디어가 지닌 정치적 함의가 타진된다. 본고에서 기술된 소셜 미디어의 퍼포먼스적 공간은 정동이 함유하는 감각적 에너지의 강도로 충만했다고 평가할 수 있다. 2016~2017년 촛불 집회 당시 현실에서 일반 시민들은 실패한 정부와 집권자의 무능력함에 절망하고 분노했다. 이 절망과 분노는 의식화될 수 있는 신체생리학적 성질, 감정의 속성을 지녔었다. 그러나 소셜 미디어의 네트워크 상에서 가짜 최순실 놀이를 하고, 풍자적 성격의 그림이나 글을 업로드하거나, 해시태그를 공유하는 퍼포먼스를 벌이게 되었을 때 이용자들이 지각한 것은 절망과 분노, 혹은 유쾌함의 감정으로는 단순히 설명될 수 없는, 그 이상의 것이었다. 가짜 최순실 페이스북 계정으로 대리만족을 해야 할 만큼 소셜 미디어 이용자들의 온라인 페르소나는 무력했지만 가짜 최순실을 공격하며 용서를 받아내는 그 순간에서의 태도만큼은 강력하고 단호했다. 그들이 절망과 분노 속에 담아 낸 풍자적 이미지와 텍스트에는 유희적 쾌락과 가벼움이 뒤섞여 있었다. 이용자들이 해시태그 운동을 벌이며 생성한 자아 정체성에는 진정성과 인공성이 혼합돼 있어서, 몸은 일상생활이나 온라인의 사적 공간에 구속되었을지언정, 정신은 오프라인의 공적 영역인 광장을 향해 있었다. 소셜 미디어 공간에서 촉발되는 이러한 사이성에 있는 몸의 변조되는 감각에 대한 지각, 정동에 대한 지각이야말로 온오프라인에 걸쳐 촛불에 관한 열정을 확산시킨 주된 요인이다. 찰나적, 연속적, 폭포수 같은, 무정형의, 비선조적인 감각의 강도로 충만한 정동은 리좀적 관계를 촉발하는 소셜 미디어의 복합적 관계망으로부터 연원한다. 팔루스적 상징적 기표로부터 파생된 결여된 자아 이미지는 소셜 미디어의 네트워크 공간에서 삭제된다. 결여가 추동하는 차감의 법칙으로부터 해방되어 소셜 미디어 상의 콘텐츠를 끊임없이 업로드하고, 복사하고, 실어 나르며, 공유하는 더하기의 법칙만이 온라인에서는 통용된다. 그래서 팔루스라는 일반적 범주에 자아 자신을 환원하는 억압 없이 소셜 미디어 이용자들은 오직 더하기의 법칙에 의거해 다층적, 복합적, 이종적, 불균형적, 통약불가능한 실천들을 서로의 SNS 계정에 마음껏 덧붙일 뿐이었다. 능동적 에너지의 흐름이 곧 감각의 강도, 정동이라면, 소셜 미디어라는 극장에서 억압을 내쫓고 변형의 정치학을 위해 퍼포먼스된 것은 결국 차이의 확산과 증가를 위해 끊임없이 덧붙여진 감각의 강도, 정동이라 할 수 있다. We will approach the problem of identity transformation experienced by users on social media such as Twitter and Facebook during the candlelight vigils in 2016 in terms of performance study and analyze the political effects of the performative process via the concept of ‘affect’. To this end, the theoretical foundation is laid out in the first chapter. Exploring the usefulness of the performance approach to social media, this paper uses the concept of affect as an analytical lens to extract the political implications implied by the performances on social media. In the second chapter, the theoretical framework is applied to the actual case. First of all, the fake Choi Soon-sil Facebook account is dealt for how the theatrical subjunctive mood of can be performed on social media. The process of forming a live, co-present stage on Twitter or Facebook is examined. The stage can look like galleries where satirical paintings or writings are displayed, but promote social interaction of other followers by several other devices. Next, making up the process of ‘personal as political’ in social media such as “but, Choi Soon-sil?” hashtag movement is scrutinized. The movement is considered to have been the main driving force of the candlelight vigil movement. It was proposed by a broadcasting station PD in October 2016 and selected as the "noticed eyes of October" by the Korean Council of Churches in Korea that month. Based on the above case analysis, the final section concludes that the performance stage-building process of social media was the one that performed affect and the political implications of social media as a performance stage are explored. It can be assessed that the performance space of social media described in this paper was full of the intensity of the sensory energy contained by the affect. In reality during the candlelight vigils between 2016 and 2017, ordinary citizens were frustrated and angered by the incompetence of the failed government and the ruling party. This despair and anger had a conscious physiological nature, a trait of emotion. However, when they came to play fake Choi Soon-sil on social media networks, upload satirical paintings or writings or hold performances sharing hashtags, what users recognized was more than simply explained by feelings of despair, anger or pleasure. Online Personas of social media users were powerless enough to have to get vicarious satisfaction with fake Choi Soon-sil Facebook accounts, howver, their attitude was strong and determined at the moment when they attacked the fake Choi Soon-sil and accepted her forgiveness. The satirical images and texts they captured in despair and anger were a mixture of pleasures and lightness. The identity of the self created by the users in the hashtag movement mixed with sincerity and artificiality, so the body may have been bound by everyday or online private spaces, but the mind was directed toward the square, an offline public area. Perception of the body’s modulated senses, and perception of the affect, in this betweeness triggered by social media space is the main factor that has spread the passion for candles across the on- and off-line. Filled with random, continuous, waterfall-like, amorphous and nonlinear intensity, affect is fed up with a complex network of social media relationships that trigger rhizome relationships. The missing self image, reflected back from the Phallus symbolism’s signifier is deleted from the network space of social media. Freed from the law of minus in which deficiencies prevail, the law of adding and sharing content on social media constantly spread. It is the only law of addition online that constantly uploads, copies, transports and shares. So without the suppression of self-reduction into the general category of Phallus, social media users simply added multilayered, complex, heterogeneous, disproportionate and noncommensurable practices to each other’s SNS accounts, based solely on the law of addition. If the flow of active energy is the intensity of the senses or affect, then it is the intensity of the affect that have been constantly added to the spread and increase of differences that are driven out of the theatre of social media and performed for the politics of transformation.

Exploring Ways to Cope with Multivocality Encountered in Social Media

Marie Kim(김여은),Leena Yoon(윤이나),Hyungseo Nam(남형서),Juil Lee(이주일),Sang-Joon Kim(김상준) 한국인사조직학회 2019 한국인사ㆍ조직학회 발표논문집 Vol.2019 No.1

본 연구에서는 소셜미디어 플랫폼에서 다성성(multivocality)이 개입되는 현상을 포착하고, 실제 어떻게 소셜미디어의 유저들은 플랫폼상에서 다중인격성을 인지하고 이를 해결하려고 하는지 탐구하고자 한다. 특히 소셜미디어에서는 ‘포스팅’이라는 행위로 자신을 드러내는데, 본질적으로 소셜미디어에서는 이러한 포스팅을 바라보는 대상의 범위가 제한되어 있지 않아서 관계의 복잡성이 발생하게 되고, 자신의 의견을 제시하거나 주장을 함에 있어서 청중의 반응을 기대함에 있어서 모호성이 나타나게 된다. 소셜미디어 상에서 사람들은 이러한 관계의 복잡성을 해소하고 보다 강건한 방식으로 자신을 드러내는 방안을 모색하게 된다. 본 연구는 어빙 고프만의 자신 드러내기(self-presentation)에 대한 이론과 강건행위(robust action)의 개념을 통합하여 강간한 자신 드러내기 과정이 소셜미디어에서 어떻게 일어나고 있는지 고찰하고자 한다. 본 연구는 소셜미디어 플랫폼인 인스타그램을 사용하는 20-30 대 30 명을 심층인터뷰하고, 이들이 인지하고 있는 소셜미디어의 상황, 그리고 이 상황을 다루는 방식을 강건한 자신드러내기 과정으로 구체화하고자 한다. 연구의 결과는 인스타그램 유저들은 관계의 복잡성을 타개하기 위해서 스스로 다중인격성을 갖추고자 하였고, 이는 플랫폼 내에서 제공하고 있는 다양한 기능들을 활용함으로써 보다 강건하게 자신을 드러내고 있었다. 구체적으로 ‘강건한 자신드러내기’는 ‘편집(curation)’과 ‘분리(separation)’의 행동 패턴으로 나타나고 있었고, 특히 소셜미디어 플랫폼은 유저들이 자신드러내기를 보다 강건하게 할 수 있도록 다양한 기능들을 지속적으로 개발하고 있었다. This study pays attention to the situations where people in social media often encounter multivocality. Multivocality occurs when one interacts with diverse people with diverse interests and perspectives at a common space. In social media, by nature, user actions (e.g. postings, dialogs, pictures, other online materials) are widely shared with even the contacts who have incompatible views with the user’s. This requires users to deal with such multivocal situations. To act effectively in social media to credibly and reliably interact with their contacts, users craft their own ways in presenting their self in social media. To explore the behavioral responses to multivocality in social media, we incorporate the theory on self-presentation and robust action and argue that self-presentation in social media attempt to balance between robustness and flexibility. Robustness is achieved through disconnecting their contacts while flexibility enables users to incorporate all the perspectives from their contacts. To specify our argument, we conduct 30 in-depth interviews from those who have used a particular social medium (i.e. Instagram). With the interviews, we first specify the bases of multivocality into Audience, Interest, and Attention and given this, we classify two types of robust self-presentation in social media, i.e. Curation, and Separation. While users in social media respond to multivocality in various ways to make their self-presentation effective, the methods are based on the ongoing interactions with the social media themselves. Social media provide particular functions to the users to reconcile the multivocality issues. This suggests that the robust self-presentation is performatively devised through interacting with their social media as well as their contacts.

온라인 농식품 구매시 소셜미디어 이용 군집에 따른 소비자특성에 대한 연구

이명관,박상혁,김연종 한국벤처창업학회 2021 벤처창업연구 Vol.16 No.4

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation. 서울시 전자상거래센터에서 실시한 2019-2020년 소셜미디어 이용실태 조사에 따르면 소비자 10명 중 5명이 소셜미디어를 통한 쇼핑경험이 있는 것으로 조사되었으며, The CMO Survey에서 2020년 코로나 펜데믹 기간에 실시한 조사에 따르면 전통적인 광고매체의 비용은 축소되고 소셜미디어에 대한 광고지출은 74%나 상승함으로써 소셜미디어가 더욱 중요한 마케팅 요소로 자리하고 있음을 나타내고 있다. 이만큼 소셜미디어의 이용자 증가와 그에 따른 기업의 마케팅 활동이 활발해지는 동안 소셜미디어에 대한 사용자의 이용동기, 만족도, 구매의도 등 다양한 마케팅 측면에서 연구되어져 왔으나, 온라인을 통해 농식품을 구매하는 상황에서 소비자들의 소셜미디어 이용빈도가 실제 구매행위에 어떠한 차이로 나타나는가에 대해 세분화 한 연구는 없었다. 본 연구는 온라인에서 농식품을 구매하는 소비자들을 대상으로 소셜미디어 이용빈도에 따라 유형별로 군집화하여 농식품 구매상황에서 보여지는 군집별 소비자특성의 차이를 파악하고자 하였으며, 제품관여도, 제품필요도, 온라인 구매채널 선택 등 3가지 농식품 구매상황에 대해 각 군집에서 나타나는 인구통계학적 분포, 지각된 위험, 식습관 라이프스타일 등의 소비자 특성을 확인하고 군집별 유형을 제시하였다. 이를 위해 245명의 소비자를 대상으로 소셜미디어 이용빈도 및 온라인 농식품 구매행태에 대한 설문 자료를 수집하였으며, 요인분석과 신뢰성 분석으로 측정변수의 타당성을 확보하였다. 소셜미디어 이용빈도에 따른 군집분석을 실시한 결과 3개의 군집으로 나뉘어졌으며, 첫번째 군집은 주로 개방형 소셜미디어를 사용하는 집단, 두번째 군집은 개방형 소셜미디어와 폐쇄형 소셜미디어, 온라인 쇼핑몰을 고루 사용하는 집단, 세번째 군집은 전반적으로 온라인 매체 사용량이 적은 집단으로 군집별 특성이 나타났다. 각 3개의 군집을 통해 온라인에서 농식품 구매시 제품관여도, 제품필요도, 구매채널 선택에 미치는 영향을 회귀분석을 통해 확인하였다. 회귀분석 결과 온라인에서 농식품을 구매하는 상황에서 보여지는 군집1의 특성은 소셜미디어나 온라인쇼핑몰에서 농식품을 구매하는데 거부감이 없는 지방에 거주하는 30대 남자로 소비자특성이 대표된다. 군집2의 특성은 주로 건강식품 구매에 관심이 많은 소비자로 소비자특성이 대표된다. 군집3의 경우는 온라인에서 제품을 구매하는 경우 품질과 가격을 많이 따져보고 구매하며, 온라인보다 오프라인 구매가 더 안심인 사람으로 소비자특성이 대표된다. 본 연구를 통해 소셜미디어 이용빈도에 따라 농식품 구매상황에서 나타나는 소비자 특성의 차이를 확인함으로써 소셜미디어 고객타겟팅과 고객세분화 등에 대한 마케팅 실무의 전략적인 판단에 도움을 줄 수 있을 것으로 판단된다.

A Cross-Cultural Analysis of the Effect of Social Media Use on Psychological Well-Being : The Role of Motivation, Social Support, and Self-Esteem

Hye-ryeon Lee,Hye Eun Lee,Jounghwa Choi 한국소통학회 2017 한국소통학보 Vol.16 No.2

소셜미디어는 사회적 상호작용의 중요한 부분이 되고 있다. 소셜미디어가 심리적 안녕감에 미치는 영향을 이해하기 위해서는 소셜미디어를 이용하는 개인의 동기를 살펴보는 것이 중요하다. 개인들이 소셜미디어 이용에서 무엇을 추구하는지에 따라 이들의 소셜미디어 이용 정도 뿐만 아니라 그에 따른 심리적 결과 또한 달라질 수 있기 때문이다. 이에 본 연구는 미국(N= 564)과 한국(N= 565)의 대학생을 대상으로 한 설문조사를 통해 소셜미디어 이용동기와 심리적 안녕감 간의 관계를 탐색했다. 더불어 이러한 관계에서 문화적 차이가 나타나는지를 한국과 미국의 데이터를 비교하여 고찰했다. 연구결과, 소셜미디어 이용동기가 소셜미디어 이용(즉, 소셜미디어 사이트 이용 개수)에 미치는 영향은 동기의 종류에 따라 다르게 나타났다. 또한 소셜미디어는 두 가지 매개변인 - 사회적 지지와 자아 존중감 - 을 통해 심리적 안녕감에 영향을 미치는 것으로 나타났다. 이러한 관계의 양태는 미국과 한국에서 차이를 보여, 문화가 이 관계에서 중요한 영향력을 행사함을 제시한다. 이러한 결과가 제시하는 함의 또한 논의되고 있다. Social media has become an important part of social interaction. To understand how social media influences psychological well-being, it is important to examine the motivations behind how people use social media. What individuals seek to gain from social media may influence not only the nature and extent of their use of social media but also the type of psychological outcomes they obtain from it. The present study used survey data from the U.S. (N=564) and Korea (N=565) to investigate cross-cultural differences in the relationship between psychological well-being and six different motivations and outcomes of social media use. The study further investigated cross-cultural differences in the relationship between psychological well-being and social media use by comparing American and Korean college students. The results showed that different motivations exerted varying levels of influence on the number of social media sites used. Moreover, the number of social media sites used was shown to influence psychological well-being through two different outcomes: perceived social support and self-esteem. The pattern of the relationship also differed for the U.S. and Korea, thus demonstrating that culture exerts an influence on the observed relationship. The implications of these findings are discussed.

Commitment, Persistence Intention, and Recommendation Intention on Usage Motivation of Taekwondo Social Media Users

( Jun-gyu Cha ),( Yu-jin Kim ),( Hee-jung Kim ) 국제태권도학회 2017 International Symposium for Taekwondo Studies Vol.2017 No.-

Purpose: With the development of Information and Communication Technology (ICT) and the emergence of mobile devices, communication methods have been diversified through various Social Network Services (SNS) that enable information to be exchanged easily regardless of place or time. In addition, SNS companies are attracting users by displaying links to shopping, games, and sports. The Taekwondo industry also engages in SNS marketing and has a variety of factors related to Taekwondo’s unique elements. The purposes of this study are to determine the influence of SNS content and Taekwondo on the motivation factors of Taekwondo social media users and to show the effect of Taekwondo social media value on immersion, persistence intention, and recommendation intention. Methods: The subjects of this study were 220 college students who visited a 2017 Taekwondo championship and who had experience using Taekwondo social media. Only data from 204 subjects were used for actual analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were conducted using SPSS 22.0. Results: First, motivation of the Taekwondo social media channel users has a significant effect on immersion with relational and playful factors. Second, the relational and playful factors, which are sub-factors of Taekwondo social media channel users’ motivation, have a significant effect on the persistence intention. Third, all factors of user motivation of Taekwondo social media channels had significant influence on recommendation intention. Fourth, the immersion of Taekwondo social media channel users has a significant influence on persistence intention and recommendation intention. Conclusions: Taekwondo social media users use Taekwondo social media to search for information, to pursue fun in daily life through writing, photographs, images, and videos as well as forming relationships with others. The results of this study are as follows. Through the use of Taekwondo social media, they can interact with each other and thus can feel a level of emotional intimacy with other users. Through various social networking services, users can be introduced to Taekwondo games and sports events.

디지털 환경에서 소셜미디어(Social media) 마케팅의 미적 특성 - 유럽의 소셜 미디어 마케팅 사례를 중심으로

김다영 유럽문화예술학회 2016 유럽문화예술학논집 Vol.7 No.1

Social media, such as Facebook and Twitter is essential to go join relationship on a daily basis. We were accustomed to send KakaoTalk than sending a text from one day and share your life with the hashtag Instagram. Digita1 environment affects the entire human life, living in the present society, and was led to a change in marketing, not only throughout the life. Consumer, the user is actively involved in social media advertising and 따t of the digital environment in a variety of forrnats and their boundaries are vague. The 않t of social media marketing examples of the present age are closely related in that they are created from nothing. Its artistic value to the marketing efforts through social media platforms accommodating the digita1 change and inherent. As a result the audience who had passed only works of 따t it has been able course of action, story, intended to share the emotions of the 따tist. W비le sharing with the audience the process of re-interpretation led to positive effects that can be nearest to communicate more with the works of art in everyday life. So, Social media is the operation principle of the action of the new scheme was functional. Humans are keen to protect themselves even more unique human identity in the digital environment, it appears well to the characteristics of social media. Unlike humans to machines, you want to connect in meaningful ways with others together. Human beings share a common taste and want to have empathy for their feelings and interests. Through such a process creates a new inter-relationships with others. These conrtection points were the new digital environment will affect the entire human life, living in the present society, led to changes in the first h머f of the life and marketing. The connectivity between individuals and groups(Connectivity) and interactivity the consumer is actively involved in social media environments that maximize social media advertising and digital art in a variety of formats and separators ambiguous. It is also broken down the boundaries of the creator and the audience or consumer. Social media marketing work has artistic value that is worth creating something from nothing. It is primarily a creative work of the 따tist. Social media marketing operations based in the digital environment has the characteristics of a work of 따t. Therefore, planning is also the difference between social media marketing work and 따t work may exist but also the starting point from creative ideas and ultimately stimulate the emotional experience of the area. As a new art in terms of having interactivity, openness, sharing, authenticity, the nature of collaboration through experience, and experience that looks and enough inherent aesthetic characteristics.

사회불안, 온라인 상호작용 선호와 소셜미디어 문제적 이용의 관계: 온라인 사회적 지지의 조절된 매개효과

박현지,박영배 한국정보사회학회 2023 정보사회와 미디어 Vol.24 No.1

The purpose of this study is to investigate whether the online interaction preference mediates the relationship between university students' social anxiety and problematic social media use, and also whether this indirect effect varies according to the level of online social support. Through this process, a model in which online social support plays a moderating role in the relationship between online interaction preference and problematic use is established, and simultaneous verification is performed to provide a theoretical basis for university students' problematic use according to social anxiety and online interaction preference. Furthermore, this study aims to comprehensively understand the influence relationships among social anxiety, online interaction preferences, online social support, and problem use of social media, and consider various adverse functions related to social media use, which has become widespread recently. For this purpose, an online survey was conducted from March 5, 2021 to May 30, 2021, for university students who use social media, and the data from 415 people were analyzed. As a result, first, the social anxiety was found to affect the problematic social media use through preference for online interaction, and it was confirmed that it directly affects the problematic social media use. In addition, the preference for online interaction was also confirmed to have a direct impact on problematic social media use. Therefore, it can be interpreted that university students recognize social media as a means of compensating for social anxiety, which is a cyberspace with a high risk of causing addiction or negative emotions due to the immersion. Second, the moderated mediating effect was confirmed that the effect of social anxiety on the problematic social media use was mediated by the preference for online interaction, and that the mediating effect of preference for online interaction was regulated by online social support. In addition, the statistical significance of the moderated mediating effect was verified, and when online social support was high, the preference for online interaction mediated social anxiety and social media problematic use, but when online social support was low, the mediating process did not occur. Lastly, from a cultural perspective in South Korea, which emphasizes collectivist culture, online social support does not appear as a protective factor against the problematic use of social media, but can appear as an aggravating factor. Based on these results, the implications of this study are diverse as the preference for online interaction was found to be a significant variable mediating the relationship between social anxiety and problematic use of social media. Hence, it can be noted that the perspective of this study has improved the understanding of the antecedent variables that affect the problematic social media use by university students. In addition, this study is significant in that it examined the moderated mediating effect of online social support in more detail. Therefore, further research need to highlight more diverse aspects of the role of online social support and it is necessary to examine how the problematic social media use affects its social media users. In the end, more attention is required on the negative effects of social media use among university students, and it is time to confirm the relationship between various variables in understanding the problematic use of social media. 본 연구는 의존적인 존재에서 독립적인 성인으로의 전환점에 해당하는 대학생들의 소셜미디어 과도한 이용에 따른 문제행동에 주목하여 대학생의 사회불안, 온라인 상호작용 선호, 사회적 지지 및 소셜미디어 문제적 이용 간의 관계를 규명하고자 하였다. 따라서, 본 연구의 목적은 대학생의 사회불안과 소셜미디어 문제적 이용의 관계에서 온라인 상호작용 선호의 매개적 효과를 살펴보고, 이 과정에서 온라인 사회적 지지의 조절된 매개역할을 검증하고자 한다. 이를 통해 온라인 사회적 지지가 온라인 상호작용 선호와 문제적 이용의 관계에서 조절 역할을 하는 모형을 설정하고 동시 검증을 진행함으로써 사회불안과 온라인 상호작용 선호에 따른 대학생들의 문제적 이용에 대한 이론적 기초를 제공하고자 한다. 이에 더하여, 사회불안, 온라인 상호작용 선호, 온라인 사회적 지지, 소셜미디어의 문제적 이용 사이의 영향관계를 통합적으로 파악하여 최근 보편화되고 있는 소셜미디어 이용과 관련된 다양한 역기능을 고려하는 등 개입선을 보다 구체화하는 데 기여할 수 있을 것으로 기대한다. 이를 위해 본 연구는 소셜미디어를 이용하고 있는 전국 4년제 대학교에 재학중인 대학생 430명을 대상으로 2021년 3월 5일부터 2021년 5월 30일까지 온라인 설문조사를 실시하였다. 온라인 참가자들은 각 대학교 학생회를 통해 자발적 참여의사를 밝힌 정규 과정에 등록한 학부 학생들을 대상으로 하였고, 총 415명의 자료를 분석하였다. 그 결과, 첫째 사회불안과 소셜미디어의 문제적 이용과의 관계에서 온라인 상호작용 선호의 매개 효과를 확인하였다. 즉, 사회불안은 온라인 상호작용 선호를 통하여 소셜미디어 문제적 이용에 영향을 미치기도 하지만, 직접적으로도 소셜미디어 문제적 이용에 영향을 미치는 것으로 확인되었다. 이에 더하여 온라인 상호작용의 선호 역시 소셜미디어 문제적 이용에 직접적인 영향을 미치는 것으로 확인되었다. 따라서 대학생들은 사회불안을 보상하고자 몰입에 따른 중독 혹은 부정적 감정을 야기시킬 수 있는 위험성이 높은 사이버공간인 소셜미디어를 사회불안에 대한 보상 수단으로 인식하여 문제적으로 소셜미디어를 이용하는 것으로 해석할 수 있다. 둘째, 사회불안이 소셜미디어 문제적 이용에 미치는 영향이 온라인 상호작용 선호에 의해 매개되고, 온라인 상호작용 선호의 매개 효과는 온라인 사회적 지지에 의해 조절되는 조절적 매개효과가 확인되었다. 이는 소셜미디어 상 타인과의 상호작용을 매우 활발히 선호하는 이용자일수록 온라인 상호작용 선호와 온라인 사회적 지지가 상호작용하여 소셜미디어 문제적 이용의 정도가 달라질 수 있다는 가능성을 제시해준다. 또한 조절된 매개 효과의 통계적 유의성을 검증한 결과, 온라인 사회적 지지가 높은 경우 온라인 상호작용 선호는 사회불안과 소셜미디어 문제적 이용을 매개하지만, 온라인 사회적 지지가 낮은 경우 간접 효과가 유의미하지 않아 매개 과정이 발생하지 않는 것으로 나타났다. 마지막으로 집단주의 문화를 중요시하는 우리나라의 문화적 측면에서 본다면, 온라인 사회적 지지는 소셜미디어 문제적 이용에 대한 보호요인으로 나타나지 않고 심화시키는 요인으로 나타날 수 있다는 것이다. 이러한 결과를 바탕으로 본 연구가 가지는 시사점들은 다양하다. 온라인 상호작용의 선호가 사회불안과 소셜미 ...

소셜미디어의 상호작용적 특성에 기반한 미술교육의 확장 가능성 탐색을 위한 실행연구

김시내(Kim, Si Nae),김형숙(Kim, Hyung sook) 한국미술교육학회 2018 美術敎育論叢 Vol.32 No.2

The purpose of this study is to investigate possibilities for expanding the purpose, contents and method of art education focusing on interactive characteristics of social media reflecting the emergence of new visual culture, the change of life and culture of youth, interaction and social media arts due to the spread of internet and social media. Prior to the implementation study, I analyzed the interactive media characteristics of social media such as participation, sharing, network, relationship, and community. These interactive characteristics are linked with theories of art education such as visual culture education, constructivist theory, discourse of contemporary art, community based art education and tried to approach the goals and methodical principles of concrete social media art education. I intends to summarize the possibility of the expansion of art education through the interactive nature of social media as follows. First, based on the participatory characteristics of social media, It is necessary to expand the contents of art education that reflects and embraces the visual culture phenomenon in social media, the purpose of art education as a critical and active ‘participative’ cultural producer is strengthened In the participatory environment. Second, by approaching from the shared characteristics of social media, Students were able to get material and fresh ideas. And by exhibiting in this space, it becomes a platform for informal exhibition and critique.I can also suggest ways of creating digital era such as ‘mashup’ that accesses information and services with shared infinite materials and sources, recombines them in a new way, and creates a totally new format by connecting heterogeneous. Third, in terms of dialogue and relational characteristics, art activities using social media create dialogue and communication among students. Social media can provide a platform for building relationships among teachers, students, and parents. As a window to communication between school and home, I saw the possibility of mediating communication between students, teachers, and parents and improving their trust. There is an educational value that can accommodate contemporary discourses by positively reflecting the issues of contemporary art in art education centered on relations, dialogue, collaboration, and community with the aim of restoring relationship formation and communication through social media. Fourth, social media in community characteristics provide a new relational platform for the digital community. Through the online approach based on the collective intelligence of community mapping, I find the possibilities of community-based art education. Through the ‘participation’, ‘cooperation’, and ‘interaction’ based on online , we were able to solve the problems of the community and lead the relationship and social practice among people. Fifth, network and cooperative characteristics extend the aesthetic experience and provide an environment for collaborative learning and co-creation 본 연구는 인터넷망과 소셜미디어의 확산으로 인한 새로운 시각문화의 등장, 청소년들의 삶과 문화의 변화, 상호작용과 소셜미디어를 기반으로 한 예술 현상들을 반영하며 소셜미디어의 상호작용적 특성에 기반 하여 미술교육의 목적, 내용과 방법의 확장 가능성을 탐색해 본 실행연구이다. 이를 위하여 먼저 소셜미디어를 활용한 미술교육의 교육적 필요성과 이론적 탐색, 이를 바탕으로 소셜미디어 미술교육을 위한 프로그램을 개발하고 구체적인 목표와 방법적 원리들을 제시하고자 하였다. 그리고 실행연구를 통해 소셜미디어의 상호 작용적 특성에 기반한 미술교육이 기존의 미술교육의 목적과 내용, 방법적 측면의 확장에 어떠한 방식으로 기여하는지 탐색하고, 미술과 교육과정의 맥락에서 그가능성을 밝혀보고자 한다. 소셜미디어의 상호작용적 매체 특성을 참여, 공유, 연결, 대화, 커뮤니티를 중심 으로 분석하고, 이를 중심으로 결과를 분석하였다. 참여의 특성에 기반 하여, 참여적 환경에서 비판적이고 적극적인 ‘ 참여’적 문화생산자로서 역량강화라는 미술교육의 목적적 확장과 시각문화의 범주 확대로 소셜미디어 상의 시각문화 현상을 반영･ 수용하는 미술교육의 내용 확장의 필요성이 제기된다. 공유의 특성에서는 아이 디어와 발상을 위한 도구, 비공식적 전시와 크리틱을 위한 공간 활용, 매시업과 같은 디지털 시대의 창작법 등을 제안할 수 있다. 대화와 관계의 특성에서는 소셜 미디어를 통한 관계성 형성과 소통의 회복을 목적으로, 관계와 대화, 협업, 커뮤 니티와 같은 현대미술의 이슈들을 미술교육에 적극적으로 반영함으로써 동시대의 담론을 수용할 수 있는 교육적 가치가 있다. 그리고 커뮤니티 매핑이라는 집단 지성에 기반 한 온라인 접근 방법을 통해 커뮤니티 중심의 미술교육으로의 가능성을 엿보았다. 연결과 협력의 특성은 경험을 확장시키고, 협력학습과 공동창작을 위한 환경을 제공한다.