Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Exploratory Study of Creativity and Contents Creation in Social Media

소셜미디어 사용에서 창의성과 콘텐츠 제작에 대한 탐색적 연구

  • Kang, Sora (Division of Business Administration, Hoseo University) ;
  • Kim, Yoo Jung (Division of Business Administration, Hoseo University) ;
  • Han, Su Jin (Division of Business Administration, Hoseo University)
  • Received : 2016.07.19
  • Accepted : 2016.08.11
  • Published : 2016.08.31
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Abstract

Many users actively create and share digital contents in a variety of social media platforms. Social media users have become accustomed to posting or uploading their daily routines, and generating their contents by imitating others' contents or by creating their own unique contents on the basis of their creativity. Thus, this paper explores the relationship between individual creativity, imitation and creative behavior in using social media. In addition, the study demonstrates the moderating effect of individual characteristics such as age and educational level on the relationship between creativity and imitation. We conducted a three-month survey of 564 individuals using social media services and the results were used for hypotheses testing. The study results are summarized as follows. Firstly, creativity has a significant and positive impact on imitation, but not a direct impact on creative behavior. Secondly, the moderating effect of individual characteristics between creativity and imitation is not statistically significant. Based on these findings, this study presents practical and academic implications of the research.

소셜미디어 서비스 플랫폼에서 이용자가 콘텐츠를 생산하고 공유하는 활동이 활발하게 이루어지고 있다. 소셜미디어 이용자는 일상적인 생활 콘텐츠를 게재하는 것뿐만 아니라 창의성을 기반으로 콘텐츠를 모방하고 창작하는 행위를 많이 한다. 이에 본 논문은 소셜미디어 사용에서 개인의 창의성과 모방 그리고 창의적 행동 간의 영향 관계를 살펴보고자 하였다. 또한 소셜미디어 사용자의 연령 및 학력과 창의성간의 상호작용이 모방에 미치는 효과를 파악함으로써 개인수준의 인구통계학적 특성이 창의성과 모방과의 관계에 미치는 조절 효과를 실증 분석하고자 하였다. 본 연구에서는 소셜미디어 서비스를 이용하는 개인들을 대상으로 약 3달간 설문조사를 수행하였으며, 최종적으로 564개의 설문데이터를 대상으로 분석하였다. 본 연구의 결과들을 정리하면 다음과 같다. 첫째, 창의성은 모방에 유의한 수준에서 긍정적인 영향을 미치고 있는 반면 창작에는 직접적으로 유의한 영향을 미치지 않는 것으로 나타나고 있다. 둘째, 소셜미디어에서 모방은 콘텐츠 창작에서 중요한 역할을 하는 것으로 나타났다. 마지막으로, 소셜미디어 사용자의 연령과 학력수준이 창의성과 모방간의 관계를 조절하지 않는 것으로 밝혀졌다. 이상의 연구결과를 바탕으로 연구의 실무적, 학문적 시사점을 제시하였다.

Keywords

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