Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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The Influence of Social Capital Types Through Social Media on Consumer Citizenship

소셜미디어를 통한 사회자본 유형이 소비자시민성에 미치는 영향

  • Jang, Il Hoon (Department of Consumer & Family Sciences, Sungkyunkwan University) ;
  • Lee, Seonglim (Department of Consumer & Family Sciences, Sungkyunkwan University) ;
  • Park, Eun Jung (Department of Consumer & Family Sciences, Sungkyunkwan University)
  • Received : 2016.11.15
  • Accepted : 2017.02.20
  • Published : 2017.02.28
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Abstract

Consumer citizenship is essential for better market and economy, and social capital plays an important role for raising consumer citizenship. This study explored the types of social capital developed on social media, and investigated the relationship between consumer citizenship of college students and social capital. Using data from 263 undergraduate students currently using social media, K-mean cluster analysis, one-way ANOVA, Duncan's multiple range test, chi-squared test, and multiple regression analysis were conducted. The major results were as follows. First, four types of social capital on social media were identified: mediocre social capital, instrumental-centered social capital, weak social capital, and strong social capital. Second, socio-demographic characteristics variables such as gender and work experience showed significant difference by type of social capital through social media. In addition, the most used social media and time for using social media variables showed significant difference by type of social capital through social media. Third, controlling for socio-demographic characteristics and social media usage pattern, the types of social capital had a significant effect on consumer citizenship. Based on the results, the implications for consumer education to develop consumer citizenship were suggested.

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References

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