소셜 네트워크 서비스 이용동기가 사회자본과 경제적 효과에 미치는 영향 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the relationship among the social network service usage, social capital and economic effects. In particular, it explores motivations in the use of social network service. Also, the motivations in the use of social network service are classified into two types, 'expressive' and 'instrumental'. These two types are originated and specialized from Social Capital by Nan Lin(2001). Secondly, it analyzes the relationship between the motivations in the use of social network service and social capital. Social capital consists of life satisfaction, trust, participation. Thirdly, this study analyzes the direct and indirect relationship between the social network service usage and personal economic effects. The mediator is social capital.
Data were collected by conducting a survey of 425 university students in South Korea from April 20 through May 5, 2011. Reliability analysis and exploratory factor analysis(EFA) were conducted in advance to analyze reliability and validity of information quality of social capital and personal economic effects. And a multiple linear regression analysis was conducted to investigate the relationship among the social network service usage, social capital and economic effects.
Findings of this study show that there are eight types of motivations in the use of social network service such as 'obtaining information', 'self expression', 'social bonding with an acquaintance', 'social bridging with a stranger', 'fun', 'self-complacency', 'interaction' and 'trend'. On the basis of the primary survey, 'self expression', 'social bonding with an acquaintance', 'fun', 'self-complacency' were classified as expressive motivation. And 'obtaining information', 'social bridging with a stranger', 'interaction', 'trend' were classified as instrumental motivation.
In regard to the relationship between the motivations in the use of social network service and social capital, 'obtaining information' and 'social bonding with an acquaintance' statistically have positive effects on social capital but 'fun', 'interaction' and 'self-complacency' have negative effects on social capital. And 'self expression', 'social bridging with a stranger' and 'trend' have no effects.
In regard to the direct and indirect relationship between the social network service usage and personal economic effects, 'social bonding with an acquaintance' and 'self-complacency' of expressive motivation have an indirect relationship with social capital. On the other hand 'obtaining information' of instrumental motivation has a direct relationship with social capital.
Through these results, this study suggests that the social network service usage just don't link to the accumulation of social capital. Accumulation of social capital in social network service could be possible only when people interact with others positively. Also, this study gives guidelines regarding how to utilize social capital in the social network service. If a person or a company wants to utilize social capital in social network service, they have to approach considering the user's motivation in the use of social network service.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 문제제기 1
• 2. 연구목적 4
• Ⅱ. 이론적 배경 및 논의 6
• 1. 소셜 네트워크 서비스에 관한 논의 6
• 1) 소셜 네트워크 서비스의 정의 및 속성 6
• 2) 소셜 네트워크 서비스의 대표적인 사이트와 특징 10
• (1) 싸이월드(cyworld) 10
• (2) 페이스북(facebook) 13
• (3) 트위터(twitter) 17
• 2. 소셜 네트워크 서비스의 이용에 관한 논의 19
• 1) 이용과 충족 이론 19
• 2) 뉴미디어의 이용동기 21
• 3. 사회자본에 관한 논의 23
• 1) 사회자본의 개념과 구성요소 23
• 2) 사회자본과 경제적 효과 28
• 3) 자원에 대한 접근동기와 사회자본 31
• 4) 미디어와 사회자본 33
• (1) 인터넷과 사회자본 33
• (2) 소셜 네트워크 서비스와 사회자본 38
• Ⅲ. 연구문제 및 연구모형 42
• 1. 연구문제 42
• 2. 연구모형 45
• Ⅳ. 연구방법 47
• 1. 조사대상 및 측정요인의 조작적 정의 47
• 1) 조사대상 47
• (1) 소셜 네트워크 서비스 47
• (2) 사회자본 47
• 2) 측정요인 48
• (1) 이용동기 48
• (2) 사회자본 51
• (3) 경제적 효과 52
• 2. 표본추출 및 조사방법 54
• 1) 표본추출 54
• 2) 조사방법 54
• Ⅴ. 연구결과 56
• 1. 응답자의 인구통계학적 특성 56
• 2. 각 변인별 측정유목의 신뢰도 및 타당도 검증 60
• 1) 사회자본 차원 60
• 2) 사회자본의 경제적 효과 차원 62
• 3. 연구문제의 분석 64
• 1) 소셜 네트워크 서비스의 이용동기 차원 64
• 2) 소셜 네트워크 서비스 이용동기가 사회자본에 미치는 영향 68
• 3) 소셜 네트워크 서비스 이용동기가 경제적 효과에 미치는 직·간접적 영향 : 사회자본의 매개효과 73
• Ⅵ. 결론 및 논의 79
• 1. 연구결과 요약 및 함의 79
• 2. 연구의 한계점 및 제언 85
• 참고문헌 87
• 국내문헌 87
• 국외문헌 90
• 참고 웹사이트 93
• 부록 94
• Abstract 102