소셜미디어의 미시적 이용 동기 연구 -한국과 일본 대학생의 비교 연구- = A New Evidence for Micro-Usage Motives on Social Media - A Comparative Study between Korean and Japanese Students in the UK Universities -

국문 초록 (Abstract)

본 연구의 목적은 지리적·문화적 밀접한 관계에 있는 한국과 일본대학생들을 대상으로 소셜미디어의 ‘포스팅’고 ‘좋아요’란 미시적 이용 동기에 대한 심층적 해석을 제공하는데 있다. 연구 방법으로는 선행연구 및 (집단 및 개별) 심층면접을 통하여 소셜미디어 미시적 이용 동기를 추출하였으며, 추출된 변인에 대하여 통계적 분석을 적용하여 변인들의 타당성과 신뢰도를 확인하고, 성별, 나이, 등록과정별로 분석하였다. 분석결과 한국과 일본대학생들인 소셜미디어 이용자들은 미시적 이용 동기를 통해 자신의 존재감을 드러내고 자신을 표현하며, 타인에게 인정받고 공감을 받는 메커니즘이 지속적으로 작동되고 있음을 알 수 있다. 측정 요인에 대한 기술 분석 결과, 한국의 경우 ‘포스팅’과 ‘좋아요’의 경우 모두 다 정보적 동기가 가장 높게 나타났으나, 일본의 경우 유희적 동기가 가장 높은 것으로 조사되었다. 본 연구에서 새롭게 추출한 감정적 동기는 한국과 일본 양국 모두에서 높은 것으로 나타났다. 이는 소셜미디어가 이용자들에게 주는 감정적 요인이 점차 중요해지고 있음을 보여 주는 새로운 증거라 할 수 있다. 하지만, 기존의 연구에서 가장 중요한 동기라고 조사되어진 관계적 동기가 한국과 일본 모두에서 낮게 나나났다. 이러한 결과는 다양한 소셜미디어의 등장 및 이용자들의 이용 동기나 지향하는 가치도 달라지고 있는 추세를 반영한다고 할 수 있다. 그리고 본 연구에서 새로운 동기 요인으로 추출된 인지적 동기의 경우 포스팅 동기에서 한국 이용자들은 높은 반면 일본은 상대적으로 낮게 조사되었다. 하지만 ‘좋아요’ 동기의 경우 한국과 일본 모두 가장 낮게 나타났다. 본 연구 결과는 두 나라 대학생들의 소셜미디어 이용 동기를 새롭게 해석하는 단초를 제공할 수 있으며, 본 연구에서 분석한 미시적 이용 동기는 소셜미디어 영향을 살펴보는데 중요한 기준을 제시하고 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to provide an in-depth analysis of the micro-usage motives of social media for Korean and Japanese university students who are closely related to geography and culture. As a research method, social media micro-usage motives was extracted through previous research and (in-group and individual) in-depth interview. Statistical analysis was applied to the extracted variables to confirm the validity and reliability, respectively. As a result, it can be seen that the social media users, who are Korean and Japanese University students, showed the presence of themselves through micro-usage motives, express themselves, and are continuously operated by the recognition and sympathy of others. As a result of the statistical analysis on the measurement factors, in Korea, both ‘posting’ and ‘liking’ showed the highest informationAseeking motive, whereas the recreational motive was the highest in Japan. The newly extracted affectivel motive in this study was high in both Korea and Japan. This is a new proof of the affective factors that what social media gives users are becoming increasingly important. However, relational motive, which was considered to be the most important motive in previous studies, was low in both Korea and Japan. This result reflects the tendency of various social media to appear and motivate users to use or change their values. In the case of cognitive motive extracted as a new motive in this study, Koreans were higher in posting motivation, while Japan was relatively lower. But the relative motive was the lowest in both Korea and Japan. The results of this study can provide a new interpretation of the micro-usage motives for using social media among university students in the two countries, and the micro-usage motives analyzed in this study provides an important criteria for examining social media effects.

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