소셜부적에 대한 태도와 지속 사용의도에 관한 연구 = A Study on Attitudes and Continuous Usage Intentions to Social Talisman

다국어 초록 (Multilingual Abstract)

Talisman consist of letters and figures. Character talisman use
specific characters alone or in combination, and figure talisman are
expressed in the form of a combination of characters with contours
such as the solar and facial shapes. These talisman are expressed in
many forms with earnest desire. talisman in Buddhism are
particularly deeply related to traditional Buddhist rituals, and the
profound philosophical meaning related to the use of talisman aims
for Buddhist values. Buddhist talisman are produced with inspiration
from scriptures, mantras (sacred language used in mantra Buddhism),
and dharani (a protective Buddhist phrase). The purpose of Buddhist
talisman often focuses on having positive influences such as sacred
protection, blessings, prevention of misfortune or evil fortune, and
mental stability.
Although talisman and social appear to be different concepts,
talisman and social have commonality in terms of people's emotions,
beliefs, and tools of communication. Social is a platform of a virtual
world where individuals and groups share and interact with opinions,
experiences, and information. It plays an important role in forming
communities and social networks for users. It is also used for various
purposes such as brand promotion, political campaigns, and social
movements, and has a dynamic characteristic that can deliver
information and receive feedback in real time. Social is deeply
integrated into the daily life of modern people and acts as a key
medium for communication and information sharing in the digital age.
This study explores the interactions of Korean talisman beliefs and
social platforms in the digital age. It analyzes how traditional
talisman beliefs are combined with digital technology and what role
these combinations play in the social environment. By combining the
attributes of talisman and social, it explores the effects of joint
experience, aesthetics, values, trust, and enjoyment on perceptions,
attitudes, and continuous usage intentions of talisman.
Data was collected through online and offline surveys, and
statistical analysis was performed using SPSS and Amos. The
research model was constructed through structural equation modeling,
and it was found that values, trust, and enjoyment had a significant
impact on attitudes, attachment, and continuous usage intentions of
talisman. However, the sense of shared experience and aesthetics
were not statistically significant. As a result of the analysis, it was
found that negative use shows a new aspect in the digital age, and
information sharing through social platforms plays an important role.
In particular, it was confirmed that the positive attitude and
attachment to talisman had a great influence on continuous usage
intentions. These findings provide a new perspective on the modern
meaning and use of talisman.
The implications of this study are as follows. First, the existing
research related to talisman tended to focus mainly on qualitative
studies, but this study was expanded to quantitative studies by
deriving six independent variables. Second, it was emphasized that a
strategy to attempt diversity of content is necessary to increase the
idea of using talisman. Third, it was emphasized that it is important
to form a relationship of interactivity by utilizing the effects of
behavior or experience-related psychology. And from a practical point
of view, the importance of real-time communication of useful
information, which are the advantages of society, and the experience
of using talisman are carried out in many classes regardless of
religion, so the need for developing various contents in the future is
great, and the need for content development, such as enhancing
familiarity reflecting games or modern trends, is emphasized, as well
as providing information that can highlight various positive effects of
talisman to attract emotional attachment and empathy.
This study provided important insights into the modern transition of
the talisman faith and the role of social platforms, but there are
several limitations. First, it was not possible to comprehensively
explore various aspects of the talisman faith by focusing on literature
review. Second, there may be religious and age bias due to a sample
with a high proportion of Buddhist believers and a low proportion of
respondents in their 20s and 30s. Third, various theoretical
considerations are needed in deriving variables related to talisman.
Fourth, it is necessary to link with qualitative research related to
talisman faith. In order to overcome these limitations, future studies
need to use samples of various age groups and religious backgrounds
and expand the research in a direction that combines comprehensive
theoretical consideration of talisman faith and quantitative and
qualitative research methods.

국문 초록 (Abstract)

부적은 문자와 도형으로 구성된다. 문자 부적은 특정 글자를 단독 혹
은 조합 형태로 사용하며, 도형 부적은 태양형, 안면형 등의 윤곽형에 문
자를 배합한 형태로 표현된다. 이러한 부적들은 간절한 염원을 담아 여
러 형태로 표현된다. 불교에서의 부적은 특히 불교의 전통적 의례와 깊
게 연관되어 있으며, 부적의 사용과 관련된 심오한 철학적 의미는 불교
적 가치를 지향한다. 불교 부적은 경전, 진언(진언불교에서 사용하는 신
성한 언어), 다라니(보호를 주는 불경의 구절) 등에서 영감을 받아 제작
된다. 불교 부적의 목적은 종종 신성한 보호, 복을 기원, 불행이나 악운
의 방지, 정신적 안정과 같은 긍정적인 영향을 끼치는 것에 초점을 맞춘
다.
부적과 소셜은 다른 개념으로 보이지만 사람들의 감정, 신념 그리고
커뮤니케이션의 도구라는 관점에서 부적과 소셜은 공통성을 지닌다. 소
셜은 개인과 집단은 의견, 경험, 정보를 공유하고, 상호 작용하는 가상세
계의 플랫폼이다. 사용자들이 커뮤니티를 형성하고, 사회적 연결망을 구
축하는 데 중요한 역할을 한다. 또한 브랜드 홍보, 정치적 캠페인, 사회
적 운동 등 다양한 목적으로 활용되며, 실시간으로 정보를 전달하고 피
드백을 받을 수 있는 동적인 특성을 가지고 있다. 소셜은 현대인의 일상
생활에 깊숙이 통합되어 있으며, 디지털 시대의 의사소통 및 정보 공유
의 핵심 매체로 작용하고 있다.
본 연구는 디지털 시대 속 한국의 부적 신앙과 소셜 플랫폼의 상호작
용에 대해 탐구한다. 전통적인 부적 신앙이 디지털 기술과 어떻게 결합
되고, 이러한 결합이 소셜 환경에서 어떤 역할을 하는지 분석한다. 부적
의 속성과 소셜의 속성을 결합하여 공동경험감, 심미감, 가치, 신뢰, 즐거
움이 부적에 대한 인식, 태도, 지속사용의도 등에 미치는 영향을 탐색한
다.
온라인과 오프라인 설문을 통해 데이터를 수집하고 SPSS 및 Amos를
사용하여 통계 분석을 하였다. 연구 모델은 구조방정식을 통해 구축되었
으며, 가치, 신뢰, 즐거움 등이 태도, 애착, 지속사용의도에 유의한 영향
을 미쳤으며, 공동경험감과, 심미감은 통계적으로 유의하지 않았다. 분석
결과 부적 사용은 디지털 시대에 새로운 양상을 보이며, 소셜 플랫폼을
통한 정보 공유가 중요한 역할을 하는 것으로 나타났다. 특히, 부적에 대
한 긍정적 태도와 애착이 지속사용의도에 큰 영향을 미치는 것으로 확인
되었다. 이러한 발견은 부적의 현대적 의미와 사용에 대한 새로운 관점
을 제공한다.
본 연구를 통한 시사점은 다음과 같다. 첫째, 기존의 부적 관련 연구가
주로 정성적 연구에만 치중된 성향이 있었으나, 본 연구는 6개의 독립변
수를 도출함으로써 양적연구로 확장하였다. 둘째, 부적을 사용해 볼 생각
을 높이기 위해서는 콘텐츠의 다양성을 시도하는 전략이 필요함을 강조
하였다. 셋째, 행동이나 경험 관련된 심리학에서 나오는 효과들의 활용으
로 상호작용성의 관계 형성이 중요함을 역설하였다. 그리고 실무적 관점
에서 소셜의 장점인 유용한 정보의 실시간 소통의 중요성, 부적의 사용
경험은 종교와 상관없이 다수의 계층에서 이루어지고 있기 때문에 추후
다양한 콘텐츠 개발의 필요성이 크다는 점, 정서적인 애착과 공감을 유
인할 수 있도록 부적의 여러 긍정적인 효과를 부각시킬 수 있는 정보 제
공을 비롯하여 게임이나 현대적 트렌드를 반영한 친근감 제고와 같은 콘
텐츠 개발의 필요성이 있음을 강조하였다.
본 연구는 부적 신앙의 현대적 전환과 소셜 플랫폼의 역할에 대해 중
요한 통찰을 제공하였지만, 몇 가지 한계점이 존재한다. 첫째, 문헌적 고
찰에 치중하여 부적 신앙의 다양한 측면을 포괄적으로 탐구하지 못했다
는 점이다. 둘째, 불교 신도의 비중이 높은 표본과 20-30대 응답자의 낮
은 비율로 인한 종교적, 연령적 편향성이 있을 수 있다. 셋째, 부적과 관
련된 변수 도출에 있어서 다양한 이론적 고찰이 필요하다. 넷째, 부적 신
앙과 관련된 질적 연구와의 연계가 필요하다. 이러한 한계점을 극복하기
위해, 향후 연구에서는 다양한 연령대와 종교적 배경을 갖는 표본을 사
용하고, 부적 신앙에 대한 종합적인 이론적 고찰과 양적, 질적 연구 방법
을 병행하는 방향으로 연구를 확장할 필요가 있다.

목차 (Table of Contents)

• 제1장 서론 ·········································································································· 1
• 제1절 연구배경 및 문제제기 ·········································································· 1
• 제2절 연구 목적과 의의 ·················································································· 3
• 제3절 연구 방법 및 절차 ················································································ 4
• 제2장 이론적 배경 ·························································································· 5
• 제1절 부적의 유래와 상징체계 ······································································ 5
• 1. 부적의 역사 ······························································································· 5
• 2. 부적의 형태와 기능 ················································································· 6
• 3. 불교 관점의 부적과 문화 ······································································· 7
• 가. 불교 관점의 부적 ··············································································· 7
• 나. 불교 관점의 문화 ··············································································· 8
• 4. 근대 부적에 대한 재해석 ····································································· 12
• 가. 부적의 디지털 아카이브 ································································· 12
• 나. 근대 부적의 사회성 ········································································· 13
• 다. 근대 부적의 조형성 ········································································· 13
• 라. 현대적 관점의 부적과 정보 기술 ················································· 14
• 5. 부적의 특징 ····························································································· 16
• 제2절 소셜 플랫폼 ·························································································· 18
• 1. 소셜 플랫폼의 정의 ··············································································· 18
• 2. 소셜 플랫폼의 사회적 자본 ································································· 18
• 3. 소셜 특징 ································································································· 19
• 4. 소셜 사용 현황 ······················································································· 23
• 제3절 소셜부적의 특징 ·················································································· 25
• 1. 소셜부적 ··································································································· 25
• 가. 전통부적 ····························································································· 26
• 나. 소셜부적 ····························································································· 26
• 2. 소셜부적의 특징 ····················································································· 26
• 가. 공동경험감 ························································································· 28
• 나. 심미감 ································································································· 32
• 다. 가치 ····································································································· 33
• 라. 신뢰 ····································································································· 35
• 마. 즐거움 ································································································· 37
• 바. 상호작용성 ························································································· 39
• 사. 태도 ····································································································· 42
• 아. 애착 ····································································································· 43
• 자. 지속사용의도 ····················································································· 47
• 차. 정보공유 ····························································································· 50
• 제3장 연구 설계 ····························································································· 54
• 제1절 연구모형과 가설 ·················································································· 54
• 1. 연구모형 ··································································································· 54
• 2. 연구 가설 ································································································· 55
• 가. 공동경험감과 태도 ··········································································· 55
• 나. 심미감과 태도 ··················································································· 56
• 다. 가치와 태도 ······················································································· 57
• 라. 신뢰와 태도 ······················································································· 58
• 마. 즐거움과 태도 ··················································································· 60
• 바. 상호작용성과 태도 ··········································································· 61
• 사. 태도와 애착 ······················································································· 62
• 자. 애착과 지속사용의도 ······································································· 63
• 차. 애착과 지속사용의도 ······································································· 63
• 타. 태도와 지속사용의도에서 정보공유의 조절효과 ······················· 64
• 제2절 조작적 정의와 측정항목 ···································································· 64
• 제4장 연구결과 및 분석 ············································································· 68
• 제1절 표본 특성과 기술통계량 ···································································· 68
• 제2절 모형에 대한 평가 ················································································ 74
• 1. 변수 간 상관관계 및 요인분석 ··························································· 74
• 2. 신뢰성 및 타당성 분석 ········································································· 77
• 3. 가설 검정 ································································································· 79
• 4. 독립표본 t 검정 ····················································································· 81
• 5. 정보공유의 조절효과 ············································································· 81
• 제5장 결론 ········································································································ 83
• 제1절 연구의 결과 ·························································································· 83
• 제2절 연구 결과의 시사점 ············································································ 86
• 제3절 연구의 한계점 및 향후 연구 방향 ·················································· 88
• 참고문헌 ············································································································ 90
• 부록 ················································································································· 111
• Abstract ·········································································································· 117