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악성댓글은 왜 작성하는가? 악성댓글에 대한 공감 편향, 관계성 욕구, 지루함의 관점에서

Why Do People Write Malicious Comments? Exploring the Roles of Empathy Bias, Relatedness, and Boredom

김범수|임희주|김미예|김현정
한국소비자정책교육학회 (Korean Society of Consumer Policy and Education)|2024.09|소비자정책교육연구 (Consumer Policy and Education Review)|제20권 제3호|pp. 27-46|DOI http://dx.doi.org/10.15790/cope.2024.20.3.027

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키워드

악성댓글지루함Relatedness공감 편향BoredomMalicious Comments관계성 욕구악성댓글 작성Empathy BiasMalicious commenting behavior

초록

본 연구는 소셜미디어에서 사회적 문제를 일으키고 있는 악성댓글을 주제로 악성댓글의 작성 동기를 규명하고 악성댓글 작성에 미치는 영향을 확인하는 연구이다. 연구모형은 소셜미디어를 이용하는 소비자의 공감 편향과 관계성 욕구가 악성댓글 작성에 미치는 영향을 확인하고, 이 관계에서 지루함의 매개역할을 확인한다. 연구방법은 2023년 소셜미디어 서비스를 경험한 적이 있는 소비자 1,000명을 대상으로 온라인 설문조사를 수행하였고, 탐색적으로 설정한 연구 모형을 확인하기 위하여 PLS-SEM를 실시하였다. 분석 결과, 악성댓글에 대한 공감 편향은 직접적으로 그리고 지루함을 매개로 악성댓글 작성 행동에 영향을 미치는 것으로 나타났다. 관계성 욕구는 악성댓글 작성 행동에 대해 직접적인 영향은 유의하지 않으나 지루함을 매개로 악성댓글 작성 행동에 영향을 미치는 것으로 나타났다. 본 연구는 미디어 이용 충족 이론과 소셜미디어가 갖는 상호작용 특징에 기반하여 악성댓글 작성의 선행요인으로 악성댓글 공감 편향과 관계성을 제시하고, 소셜미디어에 악성댓글 작성의 메커니즘 파악을 위해 소비자의 심리적 요인인 지루함을 매개변수로 확인한 점에서 악성댓글 동기 파악을 위한 새로운 관점을 제시하였다. 연구결과를 기반으로 악성댓글 문제를 해결하기 위한 정책적, 실무적 시사점을 제안한다.

Abstract

This study aims to identify the motivation and effects of malicious comments on social media. The research model examines the impact of empathy bias and relational needs of consumers using social media on malicious commenting and the mediating role of boredom in this relationship. The research method is an online survey of 1,000 consumers who have experienced social media services in 2023. We conducted the PLS-SEM to confirm the exploratory research model. The results showed that malicious comment empathy bias directly affects malicious commenting behavior but not relatedness. This suggests that the malicious comment empathy bias is a direct response of consumers to malicious comments, and it can directly affect malicious commenting behavior by making them sympathize with the malicious commenter and relieve their own negative emotions. However, the need for relatedness does not directly affect malicious commenting. The general state of respondents' relationship satisfaction does not directly lead to malicious commenting. However, relatedness need does have an effect on malicious commenting when boredom is mediated. Second, our research underscores the importance of multifaceted anti-malicious commenting policies. We find that malicious commenter empathy bias not only directly promotes consumers' malicious commenting behavior but also does so through boredom. Third, we found that relatedness needs to influence malicious commenting behavior through boredom. This does not mean that people write malicious comments because their relational needs are not fulfilled, but rather that the more unfulfilled their relational needs are, the more likely they are to perceive high levels of boredom, and the more likely they are to write malicious comments to relieve this boredom. In other words, when considering anti-malicious commenting policies from the perspective of relational needs, it is challenging to expect effective policies without excluding the mediating factor of boredom. Based on the findings, we propose policy and practical implications for solving the problem of malicious comments.

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