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루머 유형과 공중활동성이 위험인식과 루머 확산에 미치는 영향: 사회적 동조의 조절 역할

The Effects of Rumor Types and Public Activeness on Risk Perceptions and Rumor Spreading: The Moderating Role of Social Conformity

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주제분류신문방송학

초록

연구목적 코로나-19로 인한 팬데믹 상황에서 코로나-19 백신 접종에 대한 루머를 비롯해 다양한 루머가 끊임없이 생겨났으며 이는 불필요한 공중의 부정적인 반응을 증가시킨 바 있다. 이에 본 연구는 루머 유형과 공중활동성 수준에 따라 수용자의 위험인식과 루머의 구전의도에 차이가 발생하는지를 살펴보는 데에 목적을 두었다. 더 나아가사회적 동조에 따른 루머 수용자 반응을 탐색하고자 한다. 연구방법 구체적으로 본 연구는 대한민국 성인남녀 90명을 대상으로 루머 유형(유령형 vs. 이간질형)과 공중활동성(고vs. 저)에 따른 수용자 반응을 살펴보았다. 또한 루머 유형과 공중활동성의 영향이 사회적 동조 수준에 따라 차별적인지를 규명하였다. 연구결과 연구 결과, 공중활동성이 높을수록 사람들은 사회적 위험이 높다고 인식하였다. 한편, 사회적 동조가 낮을 때 사람들은 이간질형 루머에서 유령형 루머보다 높은 사회적 위험을 인식하는 것으로 나타났으며, 사회적 동조 수준이 높을 때는 공중활동성이 높은 집단에서 구전의도가 더 높은 것으로 나타났다. 결론 및 함의 이러한 결과를 토대로 공중 보건 이슈에 대한 부정적 정보와 루머에 대해 이론적, 실무적 함의를 제시하였다.

Abstract

Objectives During the COVID-19 pandemic, there has been a significant rise in rumors about COVID-19 vaccines. These rumors have led to unnecessary negative reactions from the public. In order to gain a deeper understanding of this phenomenon, this study examines the impact of different types of rumors (bogie vs. wedge) and the level of public activeness (low vs. high) on public risk perceptions and word-of-mouth intentions. The study also investigates whether the effects of rumor type and public activeness vary depending on levels of social conformity (low vs. high). Methods An online experiment was conducted with 90 Korean citizens. Results The results showed that more active members of the public tend to perceive higher levels of social risks. Moreover, the analyses indicated that when social conformity is low, wedge rumors lead to higher levels of perceived social risks than bogie rumors. On the other hand, it showed that when social conformity is high, more active members of the public tend to show greater word-of-mouth intentions than their less active counterparts. Conclusions This article discusses the theoretical and practical implications of these findings.

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