비판적 미디어 리터러시와 정보 공유의 관계에서 소비자 혁신성의 매개효과 = The Mediator Effect of Consumer Innovativeness in the Relationship Between Critical Media Literacy and Information Sharing

다국어 초록 (Multilingual Abstract)

This study analyzed the effect of critical media literacy on information sharing, mediated by consumer innovativeness, utilizing data from the 2024 Korean Media Panel Survey. Consumer innovativeness was first divided into four dimensions—functional, hedonic, social, and cognitive innovativeness—and structural equation modeling was utilized to verify the respective paths. The results showed that critical media literacy had positive (+) effects on all four types of innovativeness, with the strongest effect observed on cognitive innovativeness. However, the effects of consumer innovativeness on information sharing varied: hedonic innovativeness and social innovativeness significantly facilitated information sharing, while cognitive innovativeness showed a negative (-) effect. These findings suggest that critical media literacy competency enhances consumers’ innovative tendencies, whereas the patterns of information sharing can differ depending on the type of innovativeness. Specifically, the inhibitory effect of cognitive innovativeness on information sharing suggests a dual consequence: the positive effect of preventing indiscriminate information proliferation and the concurrent negative risk of avoiding sharing altogether.