소셜미디어 특성이 한국 국가 이미지와 한국 방문 의도에 미치는 영향에 관한 연구: 시나 웨이보를 중심으로
A Study on the Impact of Social Media Characteristics on Korea's National Image and Intention to Visit Korea: Focusing on Sina Weibo
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초록
본 연구의 목적은 중국 대학생을 대상으로 중국의 주요 소셜미디어인 시나 웨이보의 특성이 한국의 국가 이미지 및 한국 방문 의도에 미치는 영향을 분석하는 것이다. 분석 결과는 다음과 같다. 첫째, 웨이보 특성 중 정보제공성과 상호작용성은 국가 이미지의 정치, 경제, 문화, 사회, 국민 이미지 5가지 차원 모두에 긍정적인 영향을 미쳤다. 신속성은 정치적 이미지를 제외한 나머지 4가지 차원에 긍정적인 영향을 미쳤으며, 오락성은 국민 이미지에만 긍정적인 영향을 미쳤다. 둘째, 정치적 이미지를 제외한 경제, 문화, 사회, 국민 이미지는 방문 의도에 긍정적인 영향을 미쳤다. 셋째, 정보제공성과 상호작용성은 방문 의도에 긍정적인 영향을 미치며, 이 관계에서 국가 이미지가 완전 또는 부분 매개효과를 나타냈다. 본 연구는 중국 소셜미디어의 특성이 국가 이미지와 방문 의도에 미치는 영향을 분석하여 기존 연구의 한계와 부족한 점을 보완하였으며, 시나 웨이보의 주요 특성과 다른 소셜미디어와의 차이를 규명하였다. 특히, 웨이보의 오락적 특성이 국가의 다차원적 이미지와 방문 의도에 미치는 영향이 상대적으로 약하다는 점을 발견하였다.
Abstract
The purpose of this study is to analyze the impact of the characteristics of Sina Weibo—one of China‘s major social media platforms—on Korea’s national image and the intention of participants to visit Korea, using Chinese university students as participants. The analysis results are as follows. First, the features of the platform related to providing information and interactivity had a positive impact on all the five dimensions of national image: political, economic, culture, social, and public image. In addition, the platform‘s high speed of processing content had a positive impact on all the four dimensions, except for political image. Entertainment only had a positive impact on the public image. Second, except for the dimension of political image, economic, cultural, social, and public image had a positive impact on visit intention. Third, the characteristics related to providing information and interactivity had a positive impact on visit intention, and, in this relationship, national image shows a fully or partially mediated effect. This study analyzed the impact of China’s social media characteristics on the national image of Korea and visit intention, made up for the limitations and deficiencies of existing research, and identified the differences between the main characteristics of Sina Weibo and other social media. In particular, it was found that the entertainment characteristics of Sina Weibo had a relatively weak impact on the national multidimensional image and visit intention.
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