Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Cross-Cultural Study of the Product Opinion Leaders' Communication Activity on Facebook

페이스북에서 상품의견지도자의 커뮤니케이션 활동에 대한 비교문화연구

  • Cho, Seung Ho (Dept. of International Commerce, Soongsil Univeristy) ;
  • Cho, Sang-Hoon (Dept. of Statistics and Actuarial Science, Soongsil Univeristy)
  • 조승호 (숭실대학교 글로벌통상학과) ;
  • 조상훈 (숭실대학교 정보통계보험수리학과)
  • Received : 2014.05.14
  • Accepted : 2014.08.20
  • Published : 2014.08.28
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Abstract

In this study, we investigated opinion leaders' communication activities on Facebook and analyzed the differences of communication patterns on Facebook between Korean and US college students. As a primary source of information, we conducted an online survey to collect data from students currently enrolled at two different universities in US. Additionally, we utilized online survey data previously collected from Korean students. According to our analysis, we found that US male students had more active opinion leadership than Korean male students. Also, opinion leadership of Korean students' was significantly associated with both active and passive communication patterns on Facebook whereas opinion leadership of US students' was significantly associated with passive communication patterns.

본 연구에서는 한국과 미국 대학생들을 대상으로 페이스북에서의 상품의견지도력과 커뮤니케이션 활동을 조사하였다. 기존에 수집된 한국 대학생 자료를 바탕으로 미국 대학생의 페이스북 이용과 관련한 자료를 추가로 수집하여 분석함으로써 한국과 미국 상품의견지도자의 특성을 비교하였다. 본 연구의 연구 방법으로 온라인 설문을 실시하였으며, 미국 두 개 대학에서 일차자료를 수집하였고, 한국의 이차자료를 이용하였다. 연구결과 의견지도력에 있어서 한국 남학생보다 미국 남학생이 높은 것으로 나타났다. 한국 대학생의 경우 상품의견지도력이 능동적 수동적 커뮤니케이션 활동과 유의미한 관계가 있는 것으로 나타난 반면, 미국 대학생의 경우 상품의견지도력은 수동적 커뮤니케이션 활동에만 유의미한 연관성이 있는 것으로 나타났다.

Keywords

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