누가 소셜 미디어 상에서 오정보에 대한 댓글에 동조하는가?: 인지적 종결 욕구 및 성격 5요인을 중심으로
Who Conforms to Others in Evaluating Misinformation on Social Media?: The Role of Need for Cognitive Closure and Big Five Personality Traits
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누가 소셜 미디어 상에서 오정보에 대한 댓글에 더 동조하는가? 기존 연구는 오정보의 확산 및 전파에 타인의 의견과 평가가 영향을 미침을 밝혀냈다. 하지만 구체적으로 왜, 그리고 언제 사람들의 오정보 처리에 타인이 영향을 미치는지에 대해서는 답을 제공해주지 못하고 있다. 이러한 문제의식에서 본 연구는 개인의 정보 처리 성향과 심리적 기제에 주목하여 이들이 어떻게 소셜 미디어 상에서 오정보에 대한 댓글의 효과를 조절하는지 살펴보았다. 대학 커뮤니티를 통해 모집한 993명의 성인을 대상으로 진행한 설문 실험 결과, 인지적 종결 욕구, 개방성, 그리고 외향성이 높거나 성실성이 낮을수록 소셜 미디어 상의 오정보를 처리할 때 댓글의 영향을 더 많이 받는 것으로 나타났다. 본 연구는 타인의 의견이 오정보 처리에 미치는 영향에서 개인차를 살펴본 최초의 연구로써, 오정보와 사회적 영향의 관계에 대한 기존의 이해를 심화했다는 의의가 있다.
Abstract
Who is more vulnerable to social influence in processing misinformation? Previous works revealed others’ opinions and evaluations affect the spread of misinformation. However, they do not offer a clear answer on when and why others matter. This paper is a first attempt to fill this gap by analyzing how psychological factors can moderate the impact of comments supporting misinformation on social media. With an online survey experiment (n=993), I find that people who have a high level of Need for Cognitive Closure, Openness, and Extroversion, or a low level of Conscientiousness are more likely to conform to others’ comments. This work deepens previous understanding of the relationship between misinformation and social influence by looking at the individual difference in susceptibility to others.
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