KCI등재
시니어의 심리적 요인과 가구구성형태가 적극적인 SNS 이용에 미치는 영향: 자아 존중감, 인지 욕구, 가구구성형태를 중심으로 = Effect of psychological factors and household composition of seniors on active SNS use: Focusing on self-esteem, need for cognition and household composition
In today's internet space, social network services (SNS) are essential services used by more than 70% of people regardless of age (Nasmedia, 2022). The way we communicate and maintain relationships online used to be a trend of the younger generation, but now it is becoming more common across generations. As influencers over the age of 50 who actively express themselves through SNS continue to communicate actively (Korea Consumer Resources, 2016), and even senior “SNS stars” have emerged and attracted public attention, the use of SNS by seniors is still in a growing trend (Kim, Yongchul, 2019). This study was motivated by the need to break away from the stereotype that SNS is exclusively for young people and expand the category of main users to the age group of 50+.
This study aimed to examine the SNS usage behavior of seniors in detail and explore the factors that affect their usage through the following research questions. Specifically, we found the SNS usage patterns of senior SNS users and verified the effects of psychological variables (need for cognition, self-esteem) and household composition (single-person households, married households, and two- and three-generation households) on the active use of SNS.
RQ 1. How are seniors divided into user groups based on their SNS usage behavior and what are the characteristics of each group? RQ 2. How do psychological factors (need for cognition, self-esteem) influence social media use among seniors? RQ 3-1. How does household composition affect active SNS use among seniors? RQ 3-2. Which factor is relatively more important for seniors to become active SNS users, considering both psychological factors and household composition? The study population is 4,249 senior respondents aged 50 and older from the 2019 and 2020 Media Panel Data provided by the Korea Information Society Development Institute(KIDSI). The R 4.1.3 statistical package was used to analyze the data in this study. First, we used the K-means algorithm, one of the clustering analysis methods using machine learning, to cluster senior users according to their SNS usage behavior in <RQ 1>. For <RQ 2> and <RQ 3-1 and 3-2>, a logistic regression analysis was conducted with psychological factors and household composition as independent variables and whether or not a person belongs to a group whose SNS use changed from passive to active in 2020 compared to 2019 as the dependent variable.
First, we tried clustering according to SNS usage behavior and found three groups: ‘active users’, ‘passive users’, and ‘non-users’. Next, we looked at the movement between cohorts in 2019 and 2020 to explore which variables influenced which cohorts moved to active social media use, and found that being in a two- or three-generation household was most likely to lead to active social media use. Furthermore, when we reanalyzed the 'New Senior' and 'Old Senior' groups based on the age of 65, we found that the higher the need for cognition of the Old Senior group and the more likely they were to belong to a second-generation household, the more likely they were to be part of a group that had moved to an active level of social media use.
Previous research on social media use by seniors has tended to treat them as a homogeneous group of passive social media users. This is because seniors are less likely to use media and less likely to use social media than other generations. However, since this study focused only on seniors over 50, we were able to draw new conclusions about the existence of active SNS users among seniors. We also tried to categorize users by considering the extent to which they use various SNS features, rather than just quantitative measures such as having an SNS account or spending time on it. We found that seniors who actively use SNS are more likely to express themselves on SNS. These results suggest that there is a group of seniors who use various functions of SNS and that we need to move away from the ...
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이상(개인정보보호위원회 : 개인정보의 안전성 확보조치 기준)개인정보파일의 명칭 | 운영근거 / 처리목적 | 개인정보파일에 기록되는 개인정보의 항목 | 보유기간 | |
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학술연구정보서비스 이용자 가입정보 파일 | 한국교육학술정보원법 | 필수 | ID, 비밀번호, 성명, 생년월일, 신분(직업구분), 이메일, 소속분야, 웹진메일 수신동의 여부 | 3년 또는 탈퇴시 |
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