짧은 동영상 중독에 영향을 미치는 요인에 관한 연구 : 중국 대학생을 중심으로 = A Study on Factors Affecting Addiction to Short Videos - Focusing on Chinese university students

다국어 초록 (Multilingual Abstract)

The spread of the Internet and the development of mobile
technologies and services are rapidly changing our world and our way
of life, and as the demand for Internet content consumption and online
social networking continues to grow, traditional text and image
content can no longer meet the growing media demand. Young people,
on the other hand, have a faster pace of life and an ever-increasing
need for stimulation, making it difficult for them to consistently invest
large amounts of time to engage in hobbies and entertainment, thus
increasing the demand for short-form entertainment and information.
Short videos are easy to meet people's media needs with rich and
varied content, good interactivity, easy access and short viewing time.
It has become the main means to address users' "fast food" mental
and cultural needs and meet people's short leisure and entertainment
time.
As the most popular short video application nowadays, TikTok
provides users with knowledge and entertainment while stimulating
their senses, and its video content and immersive interaction design
make it easy for college students to become addicted, which leads to
college students' dependence on TikTok and eventually abuse
behaviour, causing a series of negative consequences.
Based on the actual usage of short video TikTok by Chinese
college students, this study combined with media dependence theory to
select relevant variables from three dimensions of individual, society
and media, and constructed a research model of factors affecting the
addictive usage behaviour of TikTok college students; a total of 834
valid samples were collected by distributing questionnaires via the
Internet, and the collected valid sample data were processed by SPSS
23.0 software to verify the theoretical model and research hypotheses
of this study.
To summarise the conclusions of the research hypotheses presented
in this study, they are as follows.
First, the results of the hypothesis test on how personal variables
(knowledge and information expansion, entertainment needs, and
self-expression) affect college students' addiction to short videos
revealed that personal variables (knowledge and information expansion,
entertainment needs, and self-expression) had a positive effect on
college students' addiction to short videos, and personal factors
explained 43.4% of college students' addiction to short videos.
However, among the research hypotheses <Hypothesis 1-1, Hypothesis
1-2, and Hypothesis 1-3>, only the results of entertainment needs and
self-expression had a positive effect on college students' addictive
tendency to short videos.
Second, we tested the hypothesis of whether social variables
(friendship orientation and acculturation) have any effect on short
video addiction among college students, and found that both social
variables (friendship orientation and acculturation) had a positive
effect on short video addiction among college students, explaining
52.1% of the variance in short video addiction.
Third, the results of the hypothesis test on how media variables
(ease, convenience, service variety, recommendation service, and
interactivity) affect short video addiction among college students
revealed that media variables (ease, convenience, service variety,
recommendation service, and interactivity) have a differential effect on
short video addiction among college students, explaining 49.1% of
short video addiction. Among <Research Hypothesis 3-1, Hypothesis
3-2, Hypothesis 3-3, Hypothesis 3-4, and Hypothesis 3-5>, only
convenience, recommendation, and interactivity have a positive effect
on short video addiction.
In this study, three dimensions were identified to measure short
video addiction. The effects of personal, social, and media factors
were all significant. The significance of these results is that they
confirm the relative importance of the components, which has
practical implications for future research on short video addiction.

국문 초록 (Abstract)

인터넷의 보급과 모바일 기술 및 서비스의 발전은 우리의 세상과 삶의
방식도 빠르게 변화시키고 있으며 인터넷 콘텐츠 소비와 온라인 소셜 네
트워킹에 대한 수요가 계속 증가함에 따라 기존의 텍스트 및 이미지 콘
텐츠는 더 이상 증가하는 미디어 수요를 충족시키지 못하고 있다. 반면
에 젊은 층은 삶의 속도가 빨라지고 자극에 대한 요구가 점점 더 커지고
있어 지속적으로 많은 시간을 투자하여 취미생활이나 오락에 참여하기가
어렵기 때문에 단편적인 오락 및 정보에 대한 수요가 증가하고 있다. 짧
은 동영상은 풍부하고 다양한 콘텐츠, 우수한 양방향성, 접근 용이성 및
짧은 시청 시간으로 사람들의 미디어 요구를 충족시키기 용이하다. 이는
이용자의 ‘패스트푸드’식인 정신적, 문화적 요구를 해결하고 사람들의 단
편적인 여가 및 오락 시간을 충족시키는 주요 수단이 되었다.
요즘 가장 인기 있는 짧은 동영상 애플리케이션인 틱톡은 이용자에게
지식과 엔터테인먼트를 제공하는 동시에 감각을 자극하는 동영상 콘텐츠
와 몰입형 상호작용 디자인으로 대학생들이 쉽게 중독될 수 있어 대학생
들이 틱톡에 의존하게 되고 결국 남용하는 행동으로 이어져 일련의 부정
적인 결과를 초래하고 있다.
본 연구에서는 중국 대학생들의 짧은 동영상 틱톡 사용 실태를 바탕으
로 미디어 의존성 이론과 결합하여 개인, 사회, 미디어의 세 가지 차원에
서 해당 변인을 선정하고 틱톡 대학생 이용자의 중독 사용 행동에 영향
을 미치는 요인에 대한 연구 모델을 구축했으며, 인터넷을 통해 설문지
를 배포하여 총 834부의 유효한 샘플을 수집하고 회수된 유효한 샘플 데
이터를 SPSS 23.0 소프트웨어로 처리하여 본 연구의 이론적 모델과 연
구가설을 검증하였다.
본 연구에서 제시된 연구가설에 대한 결론을 요약하면 다음과 같다.
첫째, 개인적 변인(지식 및 정보 확장, 오락요구, 자기표현)은 대학생의
짧은 동영상 중독에 어떤 한 영향을 미치는가에 대한 가설의 검증결과는
개인적 변인(지식 및 정보 확장, 오락요구, 자기표현)은 대학생의 짧은
동영상 중독에 정(+)적인 영향을 미친다는 것이 밝혀졌으며, 개인적 요
인은 대학생의 짧은 동영상 중독의 43.4%를 설명했다. 다만 <연구가설
1-1, 가설1-2, 가설1-3> 중에는 오락요구와 자기표현의 결과만 대학생의
짧은 동영상 중독성향에 정(+)적인 영향을 미쳤다.
둘째, 사회적 변인(친구지향성, 포모)은 대학생의 짧은 동영상 중독에
어떤 한 영향을 미치는가에 대한 가설의 검증결과는 사회적 변인(친구지
향성, 포모)은 모두 대학생의 짧은 동영상 중독에 정(+)적인 영향을 미쳤
고, 짧은 동영상 중독의 52.1%를 설명하는 것으로 나타났다.
셋째, 미디어적 변인(용이성, 편리성, 서비스 다양성, 추천서비스, 양방
향성)은 대학생의 짧은 동영상 중독에 어떠한 영향을 미치는가에 대한
가설의 검증결과는 미디어적 변인(용이성, 편리성, 서비스 다양성, 추천
서비스, 양방향성)은 대학생의 짧은 동영상 중독에 차별적 영향을 미친
다는 것이 밝혀졌으며, 짧은 동영상 중독의 49.1%를 설명하는 것으로 나
타났다. <연구가설3-1, 가설3-2, 가설3-3, 가설3-4, 가설3-5> 중에는 다
만, 편리성, 추천서비스, 양방향성만 짧은 동영상 중독에 정(+)적인 영향
을 미치는 것으로 나타났다.
본 연구에서는 짧은 동영상 중독 요인을 측정하는데 3가지 차원으로
확인하였다. 개인적, 사회적, 미디어적인 요인에 미치는 영향 모두 유의
함을 검증하였다. 이러한 결과는 구성요인들의 상대적 중요성 등을 확인
함으로써 향후 짧은 동영상 중독에 있어 실무적인 가능성을 확인했다는
데 의의가 크다.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································································· 1
• 1. 연구의 필요성 ······························································································· 1
• 2. 연구의 목적 ··································································································· 3
• 3. 연구흐름도 ···································································································· 5
• Ⅱ. 이론적 배경 ·································································································· 6
• 1. 중독의 이해 ··································································································· 6
• 1) 중독의 개념 ······························································································ 6
• 2) 중독의 분류 ······························································································ 7
• 2. 짧은 동영상 및 틱톡 ················································································· 11
• 1) 짧은 동영상 ···························································································· 11
• 2) 틱톡 ·········································································································· 13
• 3. 이론적 근거 ································································································ 15
• 1) 미디어 의존 이론 ·················································································· 15
• 2) 미디어 의존 이론과 짧은 동영상 중독의 관계 ······························ 18
• 4. 선행연구 고찰 ···························································································· 20
• 5. 짧은 동영상 중독에 영향을 주는 요인 특성 ······································· 23
• 1) 개인적 요인 ···························································································· 23
• 2) 사회적 요인 ···························································································· 27
• 3) 미디어적 요인 ························································································ 31
• Ⅲ. 연구방법 ······································································································ 38
• 1. 연구모형 ······································································································ 38
• 2. 연구문제 ······································································································ 39
• 3. 연구대상 ······································································································ 41
• 4. 연구방법 ······································································································ 41
• 1) 측정도구 ·································································································· 41
• 2) 개인적 요인 척도 ·················································································· 41
• 3) 사회적 요인 척도 ·················································································· 42
• 4) 미디어적 요인 척도 ·············································································· 44
• 5) 짧은 동영상 중독 척도 ········································································ 45
• 5. 설문의 구성 ································································································ 46
• 6. 조사설계 및 분석방법 ··············································································· 48
• Ⅳ. 분석결과 ······································································································ 50
• 1. 표본대상의 일반적 특성 ··········································································· 50
• 2. 측정항목의 타당성분석과 신뢰도분석 ··················································· 51
• 3. 상관관계 분석 ···························································································· 61
• 4. 다중회귀분석 결과 ···················································································· 63
• 5. 가설검증 ······································································································ 68
• Ⅴ. 결 론 ············································································································· 70
• 1. 연구결과 요약 ···························································································· 70
• 2. 연구 시사점 및 제한점 ············································································· 73
• 참고문헌 ··········································································································· 75
• 부 록1. 설문지(한국어) ················································································· 82
• 부 록2. 설문지(중국어) ················································································· 91
• Abstract ············································································································ 99