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미디어 형식과 위험 메시지 구성이 감정적 위험인식과 행위의도에 미치는 영향

The effect of media modality and the valence of risk messages on affective risk perception and behavioral intention

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참고문헌

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주제분류인지과학

초록

본 연구에서는 미디어 형식과 위험 메시지 구성에 따라 방사선 조사식품에 대한 즉각적이고 감정적인 반응과 숙고적 행동의도가 어떻게 형성되는가를 살펴보고자 했다. 이를 위해 3x2 피험자간 실험을 통해 방사선 조사식품과 관련된 문자, 음성, 동영상 형태의 정보를 긍정 혹은 부정적으로 서술하여 피험자에게 제공했다. 이후 암묵적 측정법의 일환인 수정된 EAST 방법을 이용하여 피험자의 감정적 위험인식을 측정하고 설문을 이용해 방사선 조사식품의 구매의도를 측정했다. 연구결과는 전반적으로 미디어 형식과 메시지 구성이 피험자의 감정적 위험인식과 구매의도에 유의미한 영향을 주는 것으로 나타났다. 특히 미디어 형식의 효과는 메시지 구성 간의 상호작용 효과가 유의미하였다. 즉 문자와 동영상 정보의 경우 긍정적 메시지가 위험인식을 낮추고 구매의도를 높이지만 부정적 메시지는 반대의 결과를 보였다. 그러나 음성 조건에서는 긍정적 정보와 부정적 정보가 감정적 위험인식과 구매의도에 차별적인 영향을 주지 못했다. 이러한 결과는 같은 정보라도 어떠한 미디어를 통해 전달되는가에 따라 위험인식이 다르게 형성될 수 있으며 이 때 메시지의 내용구성에 따라 미디어 형식의 효과는 다르게 나타날 수 있다는 것을 시사한다.

Abstract

The current study explores how media modality and message frame interact to form individuals’ affective risk perception and behavioral intention. Specifically, participants were exposed to positive and negative messages on irradiated foods in text, audio, and audio/ video formats and their affective risk perception and purchase intention were measured. Results indicate that individuals’ affective risk perception and purchase intention were influenced by media modality and message frame. The significant interaction effects between the two variables were also observed. The results indicate that the appropriate media modality should be carefully selected based on the message content for effective risk communication.

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