문화성향과 SNS 사용 간의 관계: 오프라인 문화성향의 효과를 통제한 위계적 회귀분석
Collectivism-Individualism and its relationship to SNS usage: A Hierarchical Regression Analysis Controlling for Collectivism-Individualism in Offline Environment
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초록
본 연구는 문화성향에 따른 SNS의 사용 및 중독과의 관련성을 알아보고자 고안되었다. SNS 사용에 영향을 미치는 성별, 성격, 연령의 개인 내적 변인의 효과를 통제하고자 하였으며, 또한 SNS상에서의 문화성향과 오프라인상의 문화성향은 일치하지 않을 수 있기 때문에, 두 문화성향을 독립적으로 측정하고자 하였다. 이를 위해 혈족-비혈족 맥락으로 SNS상의 문화성향을 측정하는 문항들을 새로 개발하였다. 13~15세의 청소년 253명과 18~25세의 성인 246명을 연구대상자로 모집하여 총 499명의 자료가 분석되었다. 분석 결과 SNS상에서의 개인주의는 SNS 사용량 및 중독 경향성과 정적인 상관관계를 보여주었다. 또한 남성에 비해서 여성이 SNS 사용 시간과 SNS 중독 경향성이 높았으며, 청소년에 비해서 성인의 사용 기간 및 시간이 높았으나 중독 경향성에는 유의미한 차이가 없었다. 상관분석 결과 SNS 문화성향과 오프라인 문화성향 간의 상관은 높은 편이 아니었으며, 성별, 성격, 연령 및 오프라인 문화성향 변인의 효과를 통제한 후에도 SNS 혈족 개인주의 성향은 SNS 중독 경향성을 유의미하게 예측하였다. 이러한 결과는 SNS 사용과 중독을 예측하는 데 있어서는 SNS 맥락에 적절한 문화성향을 측정할 필요가 있음을 시사하며, SNS 중독에 있어서 SNS 혈족 개인주의가 주요 변인이 될 수 있다는 가능성을 보여주었다.
Abstract
The current study analyzes the usage of social network services(SNS) and their addiction along the dimension of collectivism-individualism. Additionally, the study examines the effects of individuals’ gender, extroversion, and age, which are the known variables affecting the usage of SNS. Collectivism-individualism in SNS and offline environments may not correspond to one another. Therefore, the study measured the collectivism-individualism of the two environments separately. For this purpose, we designed a measurement scale for the SNS which involves kin-nonkin distinction. The sample consisted of 253 adolescents ages thirteen to fifteen and 246 adults ages eighteen to twenty-five, summing up to 499 samples. Results indicated that individualism within the SNS showed a positive relationship with the amount of SNS usage. Furthermore, female users spent more time on SNS and showed higher addiction than males. While adults had longer experience with SNS and spent more time on it daily than adolescents, they did not show a significant difference in regards to SNS addiction. The correlation analysis indicated that collectivism-individualism between SNS and offline environments had a weak correlation. The kin individualism in SNS significantly predicted SNS addiction after controlling for the effect of age, gender, and extroversion. Taken together, these findings indicate the need for an appropriate collectivism-individualism scale that corresponds to the SNS environments. The results also suggest that kin individualism in the SNS environment can be the main factor for SNS addiction.
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