한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제12권11호
  • /
  • Pages.265-273
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  • 2021
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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체면 민감성과 SNS 사회자본이 윤리적 소비에 미치는 영향에 관한 연구

Influences of Social-Face Sensitivity and SNS Social Capital on Ethical Consumption in Korea

  • 최윤우 (한양대학교 광고홍보학과) ;
  • 한상필 (한양대학교 광고홍보학과)
  • Choi, Yun-Woo (Department of Advertising & Public Relations, Hanyang University) ;
  • Han, Sangpil (Department of Advertising & Public Relations, Hanyang University)
  • 투고 : 2021.08.31
  • 심사 : 2021.11.20
  • 발행 : 2021.11.28
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초록

본 연구는 한국인의 소비에 영향을 미치는 문화변수로서 체면 민감성과 빠른 속도로 발전하는 SNS 상의 사회적 자본을 중심으로 윤리적 소비에 영향을 미치는 요인들을 분석하였다. 이를 위해 최근 6개월간 SNS를 사용한 경험이 있는 성인 313명을 대상으로 온라인 서베이를 실시하고, 수집된 자료를 기반으로 위계적 회귀분석을 수행하였다. 연구 결과, 형식의식성 체면은 윤리적 소비에 정적인 영향을, 반대로 창피의식성 체면은 부적 영향을 미쳤으며, 높은 연결적 사회자본이 윤리적 소비에 긍정적으로 작용하는 것으로 나타났다. 그리고 트위터 이용자들이 인스타그램 이용자들에 비해 윤리적 소비 지수가 더 높았다. 본 연구는 체면 민감성과 윤리적 소비 간의 관계를 실증적으로 탐색한 첫 연구로서, 문화심리적 변수로서 체면 민감성이 윤리적 소비에 유의미한 영향변수일 수 있다는 가능성을 발견했다는 점에서 학문적 의의가 있다.

The main purpose of this study is to investigate the effects of social-face sensitivity and SNS social capital on ethical consumption in Korea. Online survey was conducted on 313 adults randomly sampled across the country. The results show that formality had relatively strong positive effect on ethical consumption. But, shame-consciousness had negative effect on ethical consumption. Secondly, the more bridging social capital on SNS, the higher ethical consumption. Lastly, it turned out that Twitter users have more positive ethical consumption than Instagram users. This study revealed for the first time the fact that social-face sensitivity could be a significant predictor of ethical consumption.

키워드

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