상황 지각과 공중의 유형에 따른 커뮤니케이션 행동과 이슈관련 행동에 관한 연구 = The study of communication behaviors and issue related behaviors of situational publics

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine communication behaviors and issue related behaviors of situational publics about the issue of anti American beef import. The situational theory assumes that different types of publics show different communication behaviors. This research expands situational theory to find out issue related behaviors of the publics. The result of this study shows that the level of involvement influences information processing and information seeking. The level of problem recognition has a positive relationship with information seeking, but a negative relationship or no relationship with information processing. The level of constraint recognition shows no relationship with information processing and information seeking. However, constraint recognition has a negative relationship and problem recognition has a positive relationship with issue related behaviors. The high involvement problem facers are the most active public among eight public groups. They show active communication behaviors and issue related behaviors. High involvement constraint group shows more active communication behavior, but less active in issue related behavior than high involvement problem facers. Fatalistics shows a passive communication behaviors and issue related behaviors. The study concludes that the level of involvement and problems recognition are influential to communication behaviors and the level of constraing recognition is influential to issue related behaviors.

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