SNS에서의 소비자 정보 확산에 있어 사회적 전염과 랜덤효과에 관한 탐색적 연구
An Exploratory Study of Social Contagion and Random effects in Consumer Information Diffusion
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본 연구는 사회적 네트워크(SNS, Social Networking Site)에서 이루어지는 정보 확산에 있어 연결되어 있는이웃에 의한 사회적 전염(social contagion)뿐 아니라 랜덤효과(random effects)의 영향을 함께 파악하고자 사회적 폭포현상(social cascade)과 최대크기콤포넌트(largest component)라는 2가지 지표를 사용하여 이를 분석하였고, 또한 이를 랜덤그래프와 비교하여 랜덤효과(random effects)의 영향을 살펴보았다. 여기서 사회적 전염이란사회적 네트워크에서 연결된 소비자들이 이웃의 영향을 받아 정보를 수용함으로써 정보 확산이 이루어지는 것이며,랜덤효과(random effects)란 사회적 전염에 의하지 않고 스스로 정보를 찾거나 매스미디어의 영향에 의해 정보를수용함으로써 정보 확산이 이루어지는 것을 말한다. 본 연구는 우리나라 SNS에서 수집된 데이터에서 도출한 실제사회적 네트워크를 대상으로 분석하였다. 그 결과, 사회적 네트워크에서 발생하는 정보 확산에 있어 기존에 알려진사회적 전염에 의한 확산뿐 아니라 랜덤효과에 의한 확산이 중요한 것으로 나타났다. 즉, 사회적 네트워크에서의 성공적인 정보 확산에 있어 이웃의 영향에 의해 발생하는 사회적 전염과 매스미디어 등의 랜덤효과가 함께 존재해야함을 발견하였고, 특히 대규모 확산의 경우 랜덤효과에 의한 확산이 차지하는 중요성이 더 커짐을 발견한 것이 이논문의 공헌점이다.
Abstract
In this study, we explore the role of social contagion and random effects in consumer information diffusion. We adopted a social cascading index and the largest component size as the measures of social contagion. Social contagion is defined as the adoption of information influenced by his/her neighbors, while random effects are defined as the adoption of information not influenced by his/her neighbors. The random effects include the influence of Mass media on the information adoption. The results show that there exist two types of information diffusion patterns: the first pattern shows a peak of diffusion at the very early stage followed by a sudden decrease of diffusion. The second type shows a continuous increase in diffusion until it reaches the peak in the middle stage of the diffusion path. We found that in the case of the first pattern of diffusion with a peak in the very early stage followed by a sudden decrease, the adoption of information is coming mostly from the social contagion mechanism. In the second type of diffusion with a continuous increase until its peak in the middle stage of diffusion path, the adoption of information is not coming just from the social contagion mechanism, but also from the random effects mechanism. The contribution of our paper is two fold: First, we have suggested a dual mechanism of consumer information adoption where consumers adopt new information through both social contagion and random effects. Second, we found that in order to generate a successful information diffusion, social contagion must be combined with the random effects. Social contagion alone cannot create a huge successful diffusion. A successful information diffusion always needs not only a successful social contagion but also “random effects.”
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