소셜미디어 플랫폼 별 특징이 소비자의 행동에 미치는 영향
The Effect of Social Media Platform Characteristics on Consumers’Behaviors
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초록
소셜미디어 사용이 보편화되면서 이에 대한 연구가 활발히 진행 중이다. 그러나 대부분의 연구는 광고 매체로서 소셜미디어에 대해 다루고 있다. 본 연구는 소셜미디어 자체가 하나의 제품이라는 사실을 바탕으로 소셜미디어 플랫폼들의 고유한 특징을 살펴보고자 한다. 이를 위하여 페이스북, 유튜브, 인스타그램, 트위터 등 4개의 플랫폼을 대상으로 MAIN 모델에서 제시하는 양상, 대리인, 상호성, 항해성의 4가지 기술적 특징을 살펴보고 각각의 특성이 소비자의 읽기, ‘좋아요’ 누르기, 답글달기, 공유하기, 게시하기 등의 행동에 어떤 영향을 미치는지를 살펴보았다. 분석 결과 응답자들은 유튜브를 다른 플랫폼보다 더 쿨하고, 실재감이 높다고 인식하고 있었고, 인스타그램은 사실감이 높고 대리인의 역할을 높게 인식하고 있으며, 트위터는 커뮤니티 형성에 큰 충족을 느낀다고 응답해주었다. 또한 이러한 기술적 특징들이 실제로 다양한 행동에 영향을 미치고 있었다. 읽기 행동의 경우에는 양상(쿨함), 대리인(대리인), 항해성이 중요한 영향을 미치며, ‘좋아요’누르기는 양상(사실감), 대리인(대리인), 항해성이, 답글달기는 양상(사실감)과 대리인(대리인), 항해성이, 공유하기는 양상(실재감), 대리인(커뮤니티), 항해성이, 게시하기는 양상(실재감), 대리인(대리인), 대리인(커뮤니티), 항해성이 영향을 미쳤다. 이러한 결과는 향후 소셜미디어 연구에서 유용하게 사용할 수 있으며, 소셜미디어 사업자들에게도 전략적 의사결정에 도움을 줄 수 있을 것이라 기대된다.
Abstract
As social media is commonly and immensely used, researchers are focusing on the issue. Most of research, though, has approached social media as the one of the medium for advertising. The present study differentiates from the existing literature by focusing on social media itself as a product. For this purpose, the study investigates technological characteristics each social media platform has. MAIN model based on Uses and gratification theory was used to reveal four technological characteristics-modality, agency, interactivity, and navigability. The study also explored how these characteristics affect consumers’ behavior on social platform. The result shows that consumers perceived YouTube to have more ‘cool’ and ‘being there’ modality, Instagram to have more ‘realistic’ modality and agency, Twitter to have more ‘community building’ agency. These technological characteristics influence consumer’s behaviors: cool modality, agency, navigability influence reading behaviors positively, reality modality, agency, navigability to pressing “like it” behaviors, being there modality, community building, and navigability to sharing, being there modality, agency, community building, navigability to posting behaviors. The results of the study are expected to give implications to both practitioners and researchers.
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