Journal of Broadcast Engineering (방송공학회논문지)

The Korean Institute of Broadcast and Media Engineers (한국방송∙미디어공학회)
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An Analysis on the Effects of Energy Conservation Consciousness on Korean Energy Saving Behavior - Through Mediating by Energy-Relating Broadcasting Type -

한국인의 에너지 절약의식이 에너지 절약행동에 미치는 영향 분석 - 에너지관련 방송의 유형별 매개효과 -

  • Park, Jung-Il (Dept. of Energy Policy Graduate School of Energy & Environment Seoul National University of Science and Technology) ;
  • Park, Jung-Gu (Dept. of Energy Policy Graduate School of Energy & Environment Seoul National University of Science and Technology) ;
  • Lee, Jung-Ho (Dept. of Energy Policy Graduate School of Energy & Environment Seoul National University of Science and Technology)
  • 박중일 (서울과학기술대학교 에너지환경대학원 에너지정책학과) ;
  • 박중구 (서울과학기술대학교 에너지환경대학원 에너지정책학과) ;
  • 이중호 (서울과학기술대학교 에너지환경대학원 에너지정책학과)
  • Received : 2018.04.02
  • Accepted : 2018.09.24
  • Published : 2018.11.30
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Abstract

This study is analyzing the effects of energy conservation consciousness on Korean energy saving behavior through the mediating effects of energy-related broadcasting media, such as TV. The study is carried out through the survey with structured questionnaire for each factors, using a mediating analysis based on PROCESS Macro proposed by Hayes (2013). The results of the study have been found that people with higher energy conservation consciousness displayed energy saving behavior more frequently and more actively for energy saving behavior as they were more exposed to energy-related broadcasting media. By energy-related broadcasting media the effect of energy public service ad and campaign was the largest at 15.3%, followed by energy news at 12.1%. But energy documentary has no effect on energy saving behavior. Based on the results of this analysis, it is necessary to establish a broadcasting policy that enhances the frequency of energy-related broadcasting media and energy documentary that can induce energy saving behavior. It is also necessary to make efforts to increase the reliability of analysis through empirical data such as electricity bills and fuel cost which show the actual saving level by energy saving behavior.

본 논문은 한국인의 에너지 절약의식이 TV 등 에너지관련 방송매체의 매개효과를 통해 에너지 절약행동에 미치는 영향을 분석하였다. 각 변수에 대한 구조화된 설문조사를 기반으로 Hayes(2013)의 PROCESS Macro를 이용한 회귀분석을 실시하였다. 분석의 결과 에너지 절약의식이 높은 사람일수록 에너지 절약행동을 많이 하고 있으며, 특히 에너지관련 방송미디어에 노출될수록 에너지 절약행동을 활발하게 하는 것으로 나타났다. 방송매체별 효과를 분석한 결과 에너지 공익광고 및 캠페인을 통한 효과가 15.3%로 가장 컸으며, 다음으로 에너지 뉴스를 통한 효과가 12.1%로 분석되었다. 이에 비해 에너지 다큐멘터리는 에너지 절약행동에 영향을 미치지 못한 것으로 나타났다. 이에 따라 에너지 절약행동을 활성화하기 위해서는 에너지관련 방송의 빈도를 높이면서, 에너지 절약행동을 유도할 수 있는 에너지 다큐멘터리를 강화하는 방송정책의 수립이 필요하다. 또한 향후 에너지 절약행동에 의한 실제 절약정도를 나타내는 전력사용 영수증이나 유류비 사용액 등 실증자료를 통해 분석의 신뢰도를 높이는 노력이 필요하다.

Keywords

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그림 1. 연구모형 Fig. 1. Research Model

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그림 2. 에너지 트릴레마(WEC 2015) Fig. 2. Energy Trilemma(WEC 2015)

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그림 3. 단순 매개모형 도표 Fig. 3. The statistical diagram of simple mediation model

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그림 4. 에너지 방송 매개의 총효과 Fig. 4. The Total Effects Of Mediating In Energy-Broadcasting

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그림 5. 에너지 방송 매체 노출의 매개효과 결과 비교 Fig. 5. The Comparative Result of Mediation by Energy-Broadcast media exposure

표 1. 에너지 절약의식에 관한 선행연구 요약 Table 1. Summary of Former Studies on Energy Conservation Consciousness

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표 2. 에너지 절약행동에 관현 선행 연구 요약 Table 2. Summary of Former Studies on Energy Saving Behavior

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표 3. 에너지 방송미디어 노출에 관한 선행 연구 요약 Table 3. Summary of Former Studies on Energy Broadcast Media Exposure

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표 4. 구조화된 설문조사의 구성 Table 4. Composition of Structured Survey

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표 5. 조사대상의 일반적 특성 Table 5. General Characteristics of Those Surveyed

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표 6. 요인 분석 결과 Table 6. The Analysis Result of Factors

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표 7. 회귀분석 Table 7. Regression Analysis

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표 8. 에너지 방송 매체 노출에 의한 총효과 Table 8. The Total Effects of Energy-Broadcast Media Exposure

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표 9. 에너지 방송 매체 노출의 매개효과 비교 Table 9. The Comparative Effects of Mediation by Energy-Broadcast Media Exposure

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