사회성 능력이 인공지능 챗봇의 사회적 사용과 자기노출에 미치는 영향 : 사용자의 외로움 정도와 챗봇에 대한 지각된 인간다움의 매개효과

박남기(Namkee Park),김윤경(Yoonkyoung Kim),장은채(Eunchae Jang),이주연(Juyeon Lee),최어진(Eojin Choi) 한국언론학회 2021 한국언론학보 Vol.65 No.5

The present study examined the effects of social competence on the social use of artificial intelligence (AI) chatbots and self-disclosure to chatbots, highlighting the mediating roles of loneliness and perceived Humanlikeness of chatbots. An online survey was conducted with a total of 645 participants who had used AI chatbots. Results showed that people who possessed a high level of social competence tended to use AI chatbots more socially, and this association was mediated by chatbot users loneliness and perceived humanlikeness of chatbots, in such order (serial mediation effect). As for self-disclosure to chatbots, the effect of social competence on self-disclosure was not significant. However, the mediation effect through perceived humanlikeness and the serial mediation effect through loneliness and perceived humanlikeness were significant. Specifically, people who possessed a high level of social competence felt less loneliness, but the low level of loneliness increased perceived humanlikeness toward chatbots, which in turn led to more social use of chatbots as well as more self-disclosure to chatbots. The study has both theoretical and practical implications. The study sheds light on the effects of social competence in the context of human-AI interaction, supporting the computers as social actors (CASA) perspective. Further, the positive effect of perceived humanlikeness of chatbots offers practical implications for AI chatbot developers. Limitations and suggestions for future studies are discussed.

인공지능과 윤리적 이슈

박남기(Namkee Park) 서울대학교 언론정보연구소 2020 언론정보연구 Vol.57 No.3

본 연구는 최근 인공지능 기술의 발달과 함께 사용이 증가됨에 따라 발생할 수 있는 윤리적 이슈에 대해 알아보고 철학, 윤리학 등에서 이루어지고 있는 연구와 논의에 대해 살펴보았다. 이를 통해 인공지능과 관련한 윤리적 이슈의 이해와 문제해결을 위해서는 인공지능이나 로봇에 대한 존재론적 인식이 가장 중요한 틀과 기준이 됨을 제시하였다. 또한 커뮤니케이션 분야에서 윤리적 이슈가 제기되는 세부 영역과 쟁점들을 고찰하였다. 구체적으로 로봇 저널리즘과 인간-인공지능 상호작용 영역을 들어, 주요 이슈와 관련 연구의 현황을 소개하였다. 마지막으로 경험적 연구의 부족을 보완하고 향후 연구를 진작하기 위한 목적으로 탐색적 연구를 통해 연구 어젠다의 제시와 함께 경험적 연구의 가능성을 모색하였다. 탐색적 연구는 전국 대표표본을 이용한 온라인 서베이를 통해 인공지능 사용자들은 본인이 비윤리적 행동이나 비윤리적 언어를 사용하더라도 인공지능 로봇은 윤리적인 측면에서 올바른 방향으로 반응해 줄 것을 기대함을 발견했다. 또한 비윤리적 행위나 언어사용의 행위자가 본인일 때보다 제3자일 때 인공지능 로봇이 더 높은 수준의 도덕적 기준을 적용할 것을 기대하는 것으로 나타났다. 이러한 결과는 사용자의 비윤리적 행위나 언어사용에 대해 인공지능 로봇이 인간의 행동을 바람직한 방향으로 이끌어주기를 기대하는 사회적 인식을 보여준다. 이는 또한 사용자들이 부분적으로나마 도덕적 주체로서의 인공지능의 역할을 인식하고 있다는 것을 의미한다. 결론적으로 본 연구는 커뮤니케이션 연구에서 인공지능과 관련된 윤리문제에 대해 살펴보고 이를 바탕으로 학문적 측면에서 현실에 적용될 수 있는 기준과 고려해야 할 사항들을 제시했다는데 그 의의가 있다. This study examined ethical issues related to the development and usage of artificial intelligence (AI) in recent years. First, the study explored the research and discussions from the disciplines of philosophy and ethics. It found that ontological perception toward AI and robots could be the most important framework and standard for the understanding of, and the solution for ethical issues and problems associated with AI. Second, the study investigated the sub-areas and their ethical issues in the study of communication, including robot journalism and human-AI interaction. Finally, the study introduced an exploratory study that examined users" attitude toward the responses and role of AI robot when the users committed unethical behaviors or unethical language use. The exploratory study uncovered that the users expected socially desirable responses and ethical guideline from AI robot even when they were involved in unethical behaviors or unethical language use. Moreover, the users expected a higher moral standard when unethical behaviors or language use were committed from the third person, compared to when such behaviors were committed from the users themselves. These findings suggest that AI users perceive AI robots as partially moral and responsible agents. In conclusion, this study contributes to the study of communication in that it offers both an ethical guideline that can be applied to the use of AI and an opportunity that promotes empirical studies relevant to ethical issues in the study of communication.

OTT 서비스 이용자의 이용 동기가 이용만족과 지속사용의사에 미치는 영향

김대한(Dae Han Kim),박남기(Namkee Park) 한국방송학회 2016 방송통신연구 Vol.- No.93

TV 드라마의 사회적 시청 행위가 프로그램 시청성과에 미치는 영향

안선영(Sun Young Ahn),박남기(Namkee Park) 한국방송학회 2017 한국방송학보 Vol.31 No.6

모바일 기부 애플리케이션의 메시지 유형과 기부 방식이 모바일 기부의도에 미치는 영향

김윤경(Yoonkyoung Kim),박남기(Namkee Park),신은수(Eun-soo Shin),장은채(Eunchae Jang) 한국언론학회 2020 한국언론학보 Vol.64 No.6

As part of ways to promote mobile donation, this study examined the effects of message strategies and donation methods via mobile donation applications on intention to donate and continued use of the donation application. The mobile donation application message was about how notifications or messages could be sent to users in different ways, for example, messages that are focused on the users, messages that are related to donation beneficiaries, and mixed messages that are focused on the users and donation beneficiaries. Participants who received messages focusing on the users received empathetic messages or interesting messages that people could enjoy. Participants who received messages related to donation beneficiaries read about the hard situations of the poor, young children, abandoned dogs, poor elders who live alone, and children of the third world nations. The other groups received two messages focusing on the users and two messages about donation beneficiaries. The donation type was divided into cash donations and participation donations, such as walking donations, donations of points collected after viewing advertisements, or donations of points accumulated by the way of photo-taking of related issues through mobile donation applications. In addition, considering personal dispositions, participants levels of altruism, perception toward social norms (subjective norm, personal descriptive norm, personal injunctive norm, societal descriptive norm, and societal injunctive norm), and self-esteem were included. The study found that the donation method had an effect on donation intention and application use intention. Moreover, in terms of donation type, participants who were in the method of participation donation exhibited higher donation intention and application use intention than those in the method of cash donation. The difference between message strategies was not significant to have an effect on donation or application use intention. Although the group difference with respect to the message type was not significant, the group that received the message focused on the users showed higher donation intention and application use intention than other groups. In addition, descriptive norms were significant in predicting donation intention and application use intention. The higher descriptive norms participants perceived, the higher donation intention and application use intention they had. With such results, the importance of social norms in donations was confirmed. Given the decreased donation rate in South Korea, the study suggests that mobile donation applications can be developed by using various message strategies, while offering diverse donation methods that people can easily and effectively utilize.

미디어 화면 크기와 관여도가 광고태도, 제품태도와 구매의도에 미치는 영향 : 현존감과 플로우의 매개효과

임예빈(Yebin Im),박남기(Namkee Park) 한국방송학회 2020 방송과 커뮤니케이션 Vol.21 No.3

모바일 시대 수용자들은 어떤 뉴스 콘텐츠를 원하는가?

김연식(Yeonshik Kim),박남기(Namkee Park) 한국콘텐츠학회 2018 한국콘텐츠학회논문지 Vol.18 No.5

이 연구는 모바일 기기 이용 변화와 관련하여 뉴스 소비자 집단의 뉴스에 대한 인식을 분석하고 실제 수용자들이 원하는 뉴스 콘텐츠는 어떤 것인지를 알아보았다. 모바일 시대 수용자들은 뉴스 제작자들이 수용자들과의 커뮤니케이션을 통해 뉴스콘텐츠를 제작하기 원했으며 수용자들의 수준을 지나치게 낮게 생각하는 것에 대해 부정적인 태도를 취했다. 그리고 모바일 환경에 맞는 새로운 뉴스형식과 서비스를 선호하였다. 그러면서도 표피적이거나 선정적인 뉴스보다 해설기사나 탐사보도 같은 언론 본연의 임무를 수행하는 뉴스콘텐츠를 요구하였다. 따라서 각 언론사는 뉴스 생산과 전달에 있어 수용자의 입장을 고려하고 모바일 매체를 더 적극적으로 활용해야 함을 확인할 수 있었다. This study analysed news consumers’ perception toward the use of mobile devices and examined their preference on news contents. News audience in the mobile age hoped that news producers make news contents through communication with audience. They showed a negative stance against the attitude that news producers underestimate the audience’ intellectual level. Audience preferred novel news formats and services adapted to the mobile environments. In terms of the role of the press, they preferred interpretive and investigative journalism rather than superficial and sensual journalism. Therefore, news companies should consider audience’ news consuming attitudes in their producing and delivering news. They also should seek for utilizing the use of the mobile media more aggressively than ever before.

지역기반 온라인 육아 커뮤니티 이용이 커뮤니티에서의 공동체의식과 만족도에 미치는 영향: 사회자본과 정서적 특성의 상호작용 효과

김윤경(Yoonkyoung Kim),박남기(Namkee Park) 사이버커뮤니케이션학회 2021 사이버 커뮤니케이션 학보 Vol.38 No.1

본 논문은 다양한 온라인 환경 변화에도 지속적으로 영향력을 유지하고 있는 온라인 커뮤니티에 집중하여, 개인의 온라인 육아 커뮤니티에서의 주제 이용이 커뮤니티에서의 공동체의식과 커뮤니티 만족도에 미치는 영향을 살펴보았다. 또한 이러한 영향 관계에서 사회자본, 정서적 지지, 공감의 상호작용 효과를 검증하였다. 서울의 마포지역 온라인 육아 커뮤니티 사용자 320명을 대상으로 한 서베이를 통해, 상호작용 효과는 주로 신뢰에서 나타나며, 신뢰가 높은 경우에는 특정 주제의 이용에 관계없이 커뮤니티에서의 공동체의식과 커뮤니티 만족도가 높게 유지되었음을 발견하였다. 물질적 오프라인 이용이나 정보적 이용을 할 경우에는 신뢰나 공감 정도가 높지 않더라도 공동체의식과 만족도에 정적인 영향을 미칠 수 있음을 밝혔다. 또한 신뢰와 공감이 높은 경우에는 주제 이용과 관계없이 공동체의식과 만족도가 높게 유지되었지만, 신뢰와 공감이 낮은 경우에는 커뮤니티의 주제 이용을 통해 공동체의식과 만족도를 향상시킬 수 있음을 확인하였다. 본 연구는 온라인 육아 커뮤니티 연구의 출발점으로 온라인 육아 커뮤니티 이용과 개인의 사회심리적 요인들이 공동체의식과 만족도에 미치는 긍정적 효과를 살펴본 데 의의가 있다. The purpose of this study was to explore the effects of online childrearing community uses on sense of community and community satisfaction. The study examined whether these community perceptions could be different depending upon the interaction effects between thematic uses of online community and social capital as well as emotional support and empathy. A total of 320 online childrearing community users participated in this study. The results showed that among thematic uses of online community, the interaction effects between the materialistic offline participation, the informational use, and trust, and between the materialistic offline use and empathy were positively associated with sense of community and community satisfaction. These results indicate that users’ trust and level of empathy were crucial to community perceptions regardless of the amount of users’ thematic use. In addition, materialistic offline use and informational use enhanced sense of community and community satisfaction although users had a low level of trust or empathy. Theoretical and practical implications were discussed.

SNS에서의 잠복관찰 행위와 이용 강도에 미치는 영향요인 분석

정성은(Seung Eun Jeong),박남기(Namkee Park) 한국언론학회 2016 한국언론학보 Vol.60 No.6

This study examined the effects of social networking service (SNS) users’ personality and psychological characteristics on the lurking behavior and SNS use intensity. In this process, the study investigated the role of Big-Five Factors, self-monitoring, sense of belonging, and SNS efficacy. With a paper-and-pencil survey from college students (N = 255), the study found that neuroticism among the Big-Five Factors was positively associated with the lurking behavior, while SNS efficacy was negatively associated with the lurking behavior. In addition, conscientiousness among the Big-Five Factors was found to be negatively associated with SNS use intensity, while SNS efficacy was positively associated with SNS use intensity. Further, the lurking behavior was negatively associated with SNS use intensity. Neither self-monitoring nor sense of belonging, however, was significantly associated with the lurking behavior and SNS use intensity. The present study has important theoretical implications in that the findings shed light on the role of the personality and psychological factors that affect the lurking behavior in the wake of the matured stage of SNS use.

뉴스 댓글에 대한 편향지각이 이슈에 대한 여론지각에 미치는 영향

정지은(Jee-Eun Chung),박남기(Namkee Park) 한국언론학회 2016 한국언론학보 Vol.60 No.2

This study examined the effect of biased perception toward others’ comments on online new articles on perceived public opinion on the issue about the abolition of the domestic division of the National Intelligence Service(NIS) in South Korea. With an experimental survey(N = 329), the study found that the participants perceived public opinion in the same direction of their own. In other words, they showed the ‘looking-glass perception’ and this tendency appeared regardless of personal opinion on the issue. Also, it was found that the participants perceived the tone of the comments in the same direction of their own. The study also uncovered that the participants who thought the influence of the comments on themselves was low indicated the ‘hostile media perception’. Finally, the study showed that reading the comments reduced the tendency of the looking-glass perception. More interestingly, among the participants who perceived the opinion of the comments being favorable, the looking-glass perception still slightly decreased no matter what they think. These results implied that the act of reading comments itself has the possibility of reducing misperception in estimating public opinion. Theoretical contributions and limitations of the study were discussed.