디지털정부 웹사이트의 정보제시 유형에 따른 소비자 반응 연구: 정보 과부하와 인지 실패의 매개효과를 중심으로
The Effect of the Type of Information in an E-government Site on User Responses: Mediating Role of Consumer’s Information Overload and Cognitive Failure
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초록
본 연구는 디지털 정부 웹사이트의 정보제시 유형과 그에 따른 정보 과부하가 소비자들의 온라인 정보에 대한 인식과 태도에 미치는 영향을 검증하고자 하였다. 연구 모형을 검증하기 위해 디지털 정부 웹사이트에 제공되는 정책정보를 인포그래픽과 텍스트 형식으로 제시하고, 참가자의 반응을 확인하는 온라인 설문조사를 실시하였다. 총 1,000명의 대한민국 성인 남녀가 온라인 설문조사에 참여하였고 구조방정식 모형 검증을 통해 정보제시 형식과 정보 과부하가 이용자 반응에 미치는 구조 모형의 유의성을 검증하였다. 분석 결과 연구에서 가정한 경로 가설은 모두 유의하게 검증되었으며, 간접효과 또한 유의하게 검증되었다. 더불어 두 정보제시 조건(인포그래픽 vs. 텍스트)간 간접효과의 차이도 유의하게 검증되었다. 연구 결과 디지털전환 시대 정부의 웹사이트의 정보 과부하에 의하여 이용자의 인지처리의 어려움이 발생할 경우 지각된 정보성과 흥미를 낮추고, 이는 곧 정부의 웹사이트 서비스 이용의도와 신뢰를 낮춘다는 것을 발견하였다. 또한 인포그래픽을 통한 정보 전달이 텍스트를 통한 정보 전달보다 정보 과부하와 인지처리의 어려움을 낮추고, 정부 웹사이트 서비스에 대한 긍정적 반응을 높일 수 있다는 점을 발견하였다. 이 연구를 통해 이용자 중심의 디지털 정부 서비스의 방향성과 전략적 함의를 제시하였다.
Abstract
This study was performed to explore the effects of the type of information presentation format and information overload in e-government sites on user response and attitude to the sites. In order to verify a structural model of the study, online survey was conducted with two types of information format (infographic vs. text) as an experimental condition. A total of 1,000 adults participated in the survey and significance of the direct and indirect paths of the study model was analyzed through Structural Equation Modeling method. Results show that all direct and indirect path coefficients in the study model were significant, which confirms all the research hypotheses. In addition, the difference in indirect effects between the two information formats (infographic vs. text) was also significantly validated. Findings indicate that 1) information overload in e-government sites causes difficulty in cognitive processing and decreases perceived informativeness and interest, which eventually lessens usage intention and trust of the sites and 2) infographic format is more appropriate than text format to reduce information overload and cognitive difficulty and also increase positive responses to the e-government sites.
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