사회적 동조와 개인의 정보처리 성향이 루머 메시지의 신뢰에 미치는 영향
Effect of Social Conformity and Individuals' Information Processing Tendencies on Trust in Rumor Messages
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참고문헌
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초록
본 연구는 사람들이 루머를 판단할 때 영향을 받는 요소를 찾아 위기관리 전략을 수립하는 데 도움이 되고자 했다. 이 연구에서는 사회적 동조와 개인의 정보처리 성향이 루머 메시지의 신뢰에 끼치는 영향과 루머 반박 메시지의 효과를 조사했다. 106명의 대학생을 대상으로 2(사회적 동조) × 2(개인의 정보처리 성향) 실험설계를 통해 검증한 결과, 사회적 동조의 유무와 개인의 정보처리 성향에 따라 루머 메시지를 신뢰하는 데 차이가 있었다. 특히, 사회적 동조가 있을 때는 개인의 정보처리 성향에 따른 메시지 신뢰에 차이가 없지만, 사회적 동조가 없을 때는 차이가 나타났다. 한편 반박 메시지는 효과가 없는 것으로 나타났다. 본 연구결과는 메시지를 신뢰하는데 사회적 동조가 큰 영향을 끼치며 초기에 형성된 신뢰는 쉽게 변화되지 않는다는 것을 의미한다.
Abstract
This study can contribute to find key factors which influence the process of judging rumor and establish strategies for crisis management. In this study, the effect of social conformity and individuals' information processing tendencies on the trust in rumor messages and the effects of refutation message have been analysed. With the experimental design of 2(social conformity) × 2(individuals' information processing tendencies), we targeted 106 university students; and found out that according to existence of social conformity and varied tendencies of individuals' information processing create difference in the amount of trust in rumor messages. Especially, the study points that there is no significant change in message trust level when there is social conformity, but changes were shown when there isn't one. On the other hand, it revealed that refutation message has little effect. The study indicates that social conformity plays a significant role in message trust level and the trust formed at the early stage would not change easily.
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