Investigating Relationship of Individual Motives, Psychological Traits and User Engagement Behavior

국문 초록 (Abstract)

기존의 많은 연구들이 SNS에 대한 이용자들의 의존성 수준을 부정적인 결과물로 다루고 있지만, 본 연구에서는 의존성 수준을 기업측면에서 관리의 대상으로 살펴보는 것에 의의를 두고 있다. 본 연구는 SNS에 대한 의존성 수준이 이용자들의 자발적 행동을 이끌어 낼 수 있는지에 관하여 살펴보았으며, 의존성이 높은 이용자들이 기업의 측면에서 유용한 자원으로 활용될 수 있는지에 관하여 검증해보고자 하였다. 이를 위해 본 연구는 SNS 의존성에 영향을 미치는 요인들을 개인의 동기적 요인, 심리적 요인으로 살펴보고, SNS 의존성이 이용자들의 몰입행동에 어떠한 영향을 미치는지를 파악하고자 하였다.
본 연구는 SNS를 주로 활용하고 있는 이용자 209명을 대상으로 분석하였으며, 인관관계의 검증을 위해 구조방적식 모형을 활용하였다. 검증 결과, 개인 동기적 요인들 중 사회적 상호작용이 SNS 의존성에 가장 큰 영향을 미쳤으며, 개인의 심리적 요인들 중에서는 충동성이 SNS 의존성에 가장 높은 영향을 미치는 것으로 나타났다. 한편, SNS 의존성은 이용자들의 몰입행동인 역할 내 행동(in-role behavior)과 역할 외 행동(extra-role behavior)에 모두 긍정적인 영향을 미쳤으며, 역할 외 행동에 더 높은 영향력을 가진다는 것을 확인할 수 있었다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the relationship of individual motivational predictors, personal psychological predictors and SNS dependency, then to identify how SNS dependency influences user’s engagement behavior, which includes user’s in-role behavior and user’s extra-role behavior. This study was conducted towards 209 Chinese WeChat users by using the snowball sampling method, and then used SEM to analyze the relationship of those variables. The findings of the study showed that except for motive of enjoying time, SNS was largely used for social interaction, entertainment and information. As for personal psychological predictors, except for lack of self-efficacy, the rest predictors, which refer to lack of self-esteem, positive expectancy and impulsivity are positively related to SNS dependency. Finally the study found SNS dependency positively predicts user’s in-role and extra-role behavior.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. Introduction
• Ⅱ. Literature Review & Research Hypothesis
• Ⅲ. Methodology
• Ⅳ. Findings
• Ⅴ. Conclusion
• References
• 국문초록

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