‘1인 미디어’ 이용과 충족에 관한 연구 : 블로그와 미니홈피 비교를 중심으로 = A study on the uses and gratifications of 'personal media' : focused on comparison between blog and mini-hompy

다국어 초록 (Multilingual Abstract)

It is only several years since blog or mini-hompy services began to be active, but users' concern about and uses of such 'personal media' seem to be higher than any other media. Not only the web-service companies providing for such services and individual users but also companies, politicians an even entertainers are much concerned about them, being influenced much by them. Such media are used by individuals as media to record their every-day life, express and enjoy themselves through information sharing, while being used by politicians, entertainers, other public figures or companies for diverse marketing and PR targeting the individual users.
Due to rapid increase of users and various side effects thereof, blog and mini-hompy are sources of various news, while the issues related to them being sensational enough to be researched into by businesses and academic circle. This study also started with a concern about popularity of blog and mini-hompy, namely about their attributes and characteristics, and thus, surveyed their users for such attributes and characteristics.
Thus, this study comparatively analyzed blog and mini-hompy, each representing ‘Personal Media’ based on the uses and gratifications theory, and thereby, categorized motives of use, satisfactions and negative experiences and analyzed the mutual effects among them.
To this end, the researcher surveyed blog and mini-hompy users on-line for their using patterns and demographic variables, and comparatively analyzed motives of use, satisfaction and negative experiences between two popular media.
As a result of the factor analysis to determine motives and patterns of using the media, the motives could be categorized into 'information search', 'self-confirmation', 'human relationship' and 'entertainment and escape' motives. Motives for blog were higher than mini-hompy in terms of information search, self-confirmation and entertainment/escape, while only human relationship motive of mini-hompy was higher than blog. While mini-hompy tend to focus on simple recording of every-day life, sharing of information with others and fraternity, blog tend to be motivated by more comprehensive uses.
On the other hand, as a result of the comparative factor analysis for satisfaction between two media, the satisfaction could be categorized into five types: 'media nature and information service', 'functionality and convenience', 'human relationship and interaction', 'self-fulfillment and self-efficacy', 'entertainability'. Blog scored higher than mini-hompy in terms of human relationship and interaction. On the other hand, blog scored highest in media nature and information service and lowest in human relationship and interaction. mini-hompy scored highest in human relationship and lowest in information service.
As a result of the factor analysis for types of negative experiences, the experiences could be categorized into 5 types: 'poor functionality and inconvenience', 'burden of maintenance and addiction', 'poor reliability and professionalism of information', and 'infringement on stability and privacy'. In overall terms, the level of negative experiences was lower in mini-hompy than blog. In particular, mini-hompy scored higher in such categories as burden of maintenance and addiction and poor reliability and professionalism of information, and such a result remained same depending on demographic variables.
In terms of the relationship between motives of use and satisfaction, self-confirmation, information search and entertainment/escape motives were positively correlated with satisfaction in case of blog, while in case of mini-hompy, motives of use were correlated positively with satisfaction mostly, but human relationship and entertainment/escape motives were negative correlated with satisfaction,
As a result of analyzing the relationship between motives of us and negative experiences, the motive of meeting people, spending time with them and pursuing pleasure was correlated positively with negative experiences and the motive of recording every-day life or self-fulfillment was negatively correlated with negative experiences in case of blog. Such a finding suggests that blog is the media for recording information rather than for communication and enjoyment.
On the other hand, as a result of analyzing the effects of negative experiences on satisfaction, it was found both in two media that burden of management, addiction, and infringement of privacy had positive effects on human relationship and interaction, while shortage of functionality and inconvenience and poor reliability and professionality of information had negative effects on satisfaction.
Summing up, mini-hompy is assessed as media for sharing users' every-day life with others, publicizing users for others, meeting or communicating with others, while blog is assessed as one-man media for satisfying more comprehensive and diverse needs. Such assessment may sound natural, considering that mini-hompy started with 'profile menus' for promotion of on-line communities, while blog is the service popularized and activated by information sharing unfeasible in the conventional media.
As preceding studies did, relevant companies and users are still ware that blog is same as mini-hompy. However, as known from the above findings, motives of use and needs to be satisfied are different between two media, and desired fulfilled and negative experiences are also different between them. while preceding studies focused on identities, uses or satisfaction by regarding blog same as mini-hompy, this study approached them as independent media. Since this study comparatively analyzed users' patterns, motives and satisfaction, it is believed to suggest some directions for blog and mini-hompy.

목차 (Table of Contents)

• 목차
• 제 1 장 서론 = 1
• 제 1 절 문제제기 = 1
• 제 2 절 연구 목적 = 4
• 제 2 장 이론적 배경 및 관계문헌 고찰 = 6
• 제 1 절 1인 미디어에 대한 고찰 = 6
• 1. 1인 미디어의 개념 및 현황 = 6
• 2.‘1인 미디어’의 기능 = 11
• 2-1. 일상의 기록과 공유 = 11
• 2-2. 정보 전달 및 공유 = 12
• 2-3. 개인 PR 서비스 = 15
• 2-4. 타인과의 커뮤니케이션 = 17
• 제 2 절 블로그와 미니홈피의 개념과 특성 = 19
• 1. 블로그 = 19
• 1-1. 블로그의 개념 = 19
• 1-2. 블로그의 특성 = 25
• 2. 미니홈피 = 30
• 2-1. 미니홈피의 개념 및 싸이월드 소개 = 30
• 2-2. 미니홈피의 특성 = 34
• 3. 사례분석을 통한 블로그와 미니홈피 비교 = 39
• 3-1. 인터페이스 비교 = 40
• 3-2. 메뉴 비교 = 43
• 제 3 절 이용과 충족이론 = 46
• 1. 능동적 수용자론 = 46
• 2. 인터넷의 이용과 충족 = 48
• 3.‘1인 미디어의 이용과 충족 = 51
• 제 3 장 연구 모형 및 연구문제 = 53
• 제 1 절 연구모형 = 53
• 제 2 절 연구문제 = 54
• 제 4장 연구방법 = 56
• 제 1 절 분석대상 선정 및 자료수집 방법 = 56
• 제 2 절 설문문항의 구성 = 57
• 제 3 절 분석방법 = 59
• 제 5 장 연구 결과 = 60
• 제 1 절 조사대상자의 인구통계학적 특성 = 60
• 제 2 절 설문문항의 타당성과 신뢰도 = 62
• 1. 블로그와 미니홈피 이용 동기에 대한 타당성과 신뢰도 = 63
• 2. 블로그와 미니홈피 이용 충족도에 대한 타당성과 신뢰도 = 64
• 3. 블로그와 미니홈피 이용으로 인한 부정적 경험에 대한 타당성과 신뢰도 = 66
• 제 3 절 연구문제의 결과 = 67
• 1. <연구문제 1>의 결과 = 67
• 2. <연구문제 2>의 결과 = 71
• 2-1. 블로그와 미니홈피의 이용동기 = 71
• 2-2. 블로그와 미니홈피의 충족도 = 72
• 2-3. 블로그와 미니홈피의 부정적 경험 = 73
• 3. <연구문제 3>의 결과 = 75
• 3-1. 인구통계학적 특성과 1인 미디어 사용 행태에 따른 이용동기 차이 = 75
• 3-2. 인구통계학적 특성과 1인 미디어 사용 행태에 따른 충족도 차이 = 79
• 3-3. 인구통계학적 특성과 1인 미디어 사용 행태에 따른 부정적 경험 정도의 차이 = 83
• 4. <연구문제 4>의 결과 = 87
• 4-1. 이용동기와 충족도와의 관계 = 88
• 4-2. 이용동기가 충족도에 미치는 영향 = 89
• 5. <연구문제 5>의 결과 = 92
• 5-1. 이용동기와 부정적 경험과의 관계 = 92
• 5-2. 이용동기가 부정적 경험에 미치는 영향 = 93
• 6. <연구문제 6>의 결과 = 95
• 6-1. 부정적 경험과 충족도와의 관계 = 95
• 6-2. 부정적 경험이 충족도에 미치는 영향 = 96
• 제 6 장 결론 = 100
• 제 1 절 연구결과의 요약 = 100
• 제 2 절 논의 = 105
• 제 3 절 한계점 및 제언 = 109
• 참고문헌 = 111
• 부록 설문지 = 115
• ABSTRACT = 122