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소셜 미디어가 상반된 가치 성향과 소비자 행동에 미치는 영향 연구: 한국과 중국 비교를 중심으로

A Study on the Influence of Social Media on Contrasting Value Propensity and Consumer Behavior: Focusing on Comparison between Korea and China

윤각|민병운
미디어융합연구소 (Media Convergence Research Institute)|2022.06|미디어융합연구 (Media Convergence Research)|제32호|pp. 7-48|DOI 10.22814/sgjcr.2022..32.7

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참고문헌

키워드

소셜 미디어Social Media집단주의Collectivism개인주의Individualism소비자 자민족주의Consumer Ethnocentrism소비자 세계주의Consumer Cosmopolitanism

초록

소셜 미디어와 개인주의 및 집단주의에 대한 상관관계를 동시에 비교 연구한 것은 드물고, 개인 가치 성향이 소비자 행동에 미치는 영향에 대한 실증적 연구는 부족하다. 특히, 이에 대해 한국과 중국은 주요 비교 대상이다. 두 국가는 정치, 경제 이데올로기에 있어서 차이가 있을 뿐만 아니라 소셜미디어 환경에 있어서도 매우 큰 차이를 보이기 때문이다. 따라서 본 연구는 한국과 중국 비교를 중심으로 소셜 미디어가 개인주의와 집단주의에 미치는 영향의 차이를 동시에 살펴보고, 나아가 소셜 미디어가 어떤 소비자행동에 더욱 영향을 미쳤는지 알아보고자 하였다. 이를 위해 한국과 중국의 응답자를 대상으로 설문조사를 실시하고 구조방정식 모형 분석과 다집단 분석을 실시하였다. 연구결과 다음과 같은 시사점을 발견할 수 있었다. 첫째, 소셜 미디어가 개인주의와 집단주의 양쪽에 모두 영향을 미친 결과에따라 소셜 기부와 집단극화의 가능성을 가늠할 수 있었다. 둘째, 소셜 미디어가 소비자 자민족주의 보다 소비자 세계주의에 더 큰 영향을 미치는 결과에 따라 글로벌화된 광고 및 마케팅을 강화해야 한다는 방향성을 제시할 수 있었다. 셋째, 한국보다는 중국에서 소셜 미디어 수용도가 개인주의와 집단주의에 미치는 영향이 상대적으로 큰 결과에 따라 중국에서의 애국 마케팅이 여전히 유효하다는 것을 확인할 수 있었다.

Abstract

It appears that there is only thin literature in comparative studies on the correlation between social media and individualism and collectivism at the same time. It also seems that empirical studies on how individual value tendencies affect actual consumer behavior are somewhat lacking. Most often, Korea and China are the major subjects to comparison due to the differences in political and economic ideology as well as in the social media environment. Therefore, this study tried to examine the difference in the effects of social media on individualism and collectivism, focusing on the comparison between Korea and China. Furthermore, it investigated what types of consumer behavior social media had higher influence on. To this end, a survey was conducted for consumers in Korea and China respectively, and a structural equation modelling analysis and a multi-group analysis were conducted. As a result of the study, the following implications were found. First, based upon the findings from social media’s influence on both individualism and collectivism, the possibility of social donation and group drama could be estimated. Second, from the finding that social media has a greater effect on consumer cosmopolitanism than on consumer ethnocentrism, a direction for strengthening global advertising and marketing is suggested. Third, based upon the finding that the effect of social media acceptance on individualism and collectivism in China is relatively larger than in Korea, it is confirmed that patriotic marketing in China is effective.

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