온라인 사회적 자본이 국제 정치적 소비에 미치는 영향
A Study on the Effect of Online Social Capital on International Political Consumerism
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연구목적: 본 연구는 국제정치적 소비에 영향을 미치는 선행 요인을 발견하여, 기존에 연구되지 않았던 온라인 사회적 자본이 국제정치적 소비에 미치는 영향을 규명하는데 목적이 있다. 특히 의도적 구매를 통한 보상 차원의 소비와 의도적 불매를 통한 처벌 차원의 소비 행동을 구분하여 이해하는데 의의가 있다. 논문구성/논리: 본 연구는 독립변수와 매개변수, 매개된 조절변수, 종속변수로 구성이 되었으며, 각 변수들이 종속변수에 미치는 영향을 규명한다. 종속변수인 국제정치적 소비는 범주형 명목척도로 구성되었으며, 이외 변수들은 리커트 7점 척도로 구성되었다. 이에 따라 다중회귀분석과 이항로지스틱회귀분석, SPSS Macro 4번, 14번을 활용하여 가설을 검증한다. 결과: 온라인 사회적 자본 요인인 연결적 사회자본과 결속적 사회자본은 시민참여 의도에 직접적인 영향을 미쳤으며, 연결적 사회자본은 국제정치적 소비 요인인 의도적 구매와 의도적 불매에 직접적인 영향을 미쳤다. 반면 결속적 사회자본은 국제정치적 소비에 직접적인 영향을 미치지 않았다. 이에 연결적 사회자본은 국제정치적 소비에 영향을 미치는데 있어 시민참여 의도는 부분매개 효과를 보이는 것으로 나타났다. 반면 결속적 사회자본은 국제정치적 소비에 영향을 미치는데 있어 시민참여 의도는 완전매개 효과를 보이는 것으로 나타났다. 또한 온라인 사회적 자본이 시민참여 의도를 매개하여 국제정치적 소비(의도적 구매)에 간접적으로 영향을 미칠 때, 자아존중감은 시민참여 의도와 국제정치적 소비사이에 양(+)적인 조절된 매개효과를 보이는 것으로 나타났다. 독창성/가치: 국제정치적 소비 행동 연구의 필요성은 해외 학자들로부터 꾸준히 제기되어 왔지만, 이와 관련한 국내 연구는 굉장히 미흡하다. 특히 국내에서 진행된 국제정치적 소비 행동 연구는 인구 통계적 요인이나 측정 문항 개발 수준이다. 이에 본 연구는 국제정치적 소비에 영향을 미치는 동기 요인을 추가하고, 특히 행정학, 사회학 등에서 주로 다루는 개념과 경영학에서 주로 다루는 소비행동의 관계성을 파악했다는데 가치가 있다.
Abstract
Purpose: This study aims to determine the preceding factors affecting international political consumerism and investigate the effect of online social capital on international political consumerism, which has not been studied previously. Mainly, it aims to understand consumption behavior at the reward level through intentional purchase and punishment through intentional boycott. Composition/Logic: The effect of each variable on the dependent variable is investigated. International political consumerism, a dependent variable, comprised a categorical nominal scale, and other variables were composed of a 7-point Likert scale. Accordingly, hypotheses are verified using multiple regression analysis, logistic regression analysis, and SPSS Macro No. 4, 14. Findings: It was found that citizen participation is partially mediated when the bridging social capital, a component of online social capital, affects buycott as a political consumerism. However, when bonding social capital affects buycott political consumerism, the citizen participation intention has a complete mediating effect. The results of measuring the moderated mediating effect are as follows. When online social capital indirectly influences political consumerism(buycott) by mediating citizen participation intention, self-esteem positively(+) controls the mediating effect by facilitating citizen participation intention and political consumerism(buycott). Originality/Value: The need for study on political consumerism has been steadily raised by overseas scholars, Nevertheless, studies on domestic political consumerism are very insufficient. This study expands the study of motivational factors affecting political consumerism behavior and is expected to supplement domestic studies. Mainly, it is valuable in understanding the relationship between concepts in public administration and sociology and consumption behavior in business administration.
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