유튜브 과의존의 심리적 메커니즘 탐색 = Exploring the Psychological Mechanisms of YouTube Overdependence

국문 초록 (Abstract)

본 연구는 대중적인 미디어로 자리 잡은 유튜브(Youtube) 과의존의 심리적 원인을 탐색하였다. 이에 사회적 외로움이 유튜브 과의존으로 이어지는 경로에서 유튜버와의 준사회적 관계와 유튜브 시청 몰입이 각각 어떤 매개 역할을 수행하는지, 그리고 이 두 요인이 연쇄적으로 작용하는 이중 매개효과를 검증하였다. 분석 결과, 사회적 외로움이 유튜브 과의존으로 이어지는 경로에서 유튜브 시청자와 유튜버 간 준사회적 관계의 매개효과는 유의하지 않았으며, 유튜브 시청 몰입의 매개효과만 확인되었다. 또한 사회적 외로움과 유튜브 과의존 사이에서 유튜버와의 준사회적 관계와 유튜브 시청 몰입의 이중 매개효과가 나타났다. 본 연구의 결과는 이론적 차원에서는 미디어 과의존을 설명하는 통합적 분석틀을 제시하고, 실무적 차원에서는 유튜브 콘텐츠 제작자와 플랫폼 운영자에게 책임 있는 미디어 환경 조성의 방향성을 제안하며, 정책적으로는 건강한 유튜브 이용을 위한 미디어 리터러시 교육 강화의 필요성을 시사한다는 점에서 의의를 갖는다.

다국어 초록 (Multilingual Abstract)

This study explores the psychological mechanisms underlying the overdependence on YouTube, a platform that has become an integral part of modern media consumption. We investigated the pathway from social loneliness to YouTube overdependence, examining the distinct and serial mediating roles of parasocial relationships (PSR) with YouTubers and the experience of flow during viewing. The primary objective was to verify a dual-mediation model where these two psychological factors operate in sequence.
To test our hypotheses, an online survey was conducted with a nationally representative sample of 297 South Korean YouTube users, balanced across gender and age groups from teens to individuals over 60. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the measurement model and test the hypothesized structural paths. The measures for social loneliness, parasocial relationships, viewing flow, and YouTube overdependence were adapted from previously validated scales.
The analysis yielded several key findings. First, the direct mediating effect of a parasocial relationship between social loneliness and YouTube overdependence was not statistically significant. This suggests that forming a one-sided bond with a YouTuber does not, in itself, directly lead to problematic usage for lonely individuals. Second, the single mediating effect of viewing flow was significant, indicating that individuals experiencing higher social loneliness tend to become more immersed in YouTube content, which in turn contributes to overdependence.
Most importantly, the results supported the hypothesized dual-mediation model. Social loneliness was positively associated with the formation of stronger parasocial relationships with YouTubers. These established relationships then significantly enhanced the viewers' state of flow, which ultimately led to a higher degree of YouTube overdependence. The direct effect of social loneliness on overdependence remained significant, indicating that both flow and the sequential path of PSR to flow function as partial mediators.
Theoretically, these findings provide an integrated framework for understanding media overdependence, linking an individual's socio-emotional state (loneliness) to relational dynamics (PSR) and cognitive experiences (flow). This extends the parasocial compensation hypothesis by clarifying that the compensatory function of PSR is a critical antecedent to immersive experiences that may foster addictive behaviors. Practically, the results have significant implications. For policymakers, they underscore the need to strengthen media literacy education that helps users manage immersive digital environments. For platform operators and content creators, they highlight the ethical responsibility to foster a healthy media ecosystem, potentially by implementing features that mitigate excessive immersion and supporting users who exhibit signs of psychological vulnerability.