벤처창업연구 (Asia-Pacific Journal of Business Venturing and Entrepreneurship)

  • 제15권2호
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  • Pages.209-220
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  • 2020
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  • 1975-7557(pISSN)
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  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
권호 표지

은행원의 Big5 성격요인이 창업의도에 미치는 영향: 디지털미디어 활용역량의 매개효과

A Study of Influence of B anker's Big5 Personality Traits on Entrepreneurial Intention: Mediated Effect of Digital Media Utilization Capability

  • 김경선 (연세대학교 정경.창업대학원 창업학전공) ;
  • 박우진 (연세대학교 정경대학 경영학부) ;
  • 배병윤 (연세대학교 정경대학 경영학부)
  • Kim, Kyong seon (The Graduate School of G. B. Entrepreneurship, Yonsei University) ;
  • Park, Woojin (College of Government & Business, Yonsei University) ;
  • Bae, byung Yun (College of Government & Business, Yonsei University)
  • 투고 : 2019.11.08
  • 심사 : 2020.02.19
  • 발행 : 2020.04.30
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초록

본 연구는 선행 연구를 바탕으로 5개의 시중은행(KB국민은행, 신한은행, 우리은행, KEB하나은행, NH농협은행)에 종사하는 은행원의 성격특성을 Big5 성격요인으로 분석하고, 그 성격 요인에 따라 창업의도와 디지털미디어 활용역량에 미치는 영향에 대하여 알아보았다. 또한 Big5 성격요인과 창업의도 사이에서 디지털미디어 활용역량의 매개효과가 있는지에 대한 분석도 진행하였다. 그 결과 첫째, Big5 성격요인 중 외향성, 개방성이 창업의도와 정(+)의 관계를, 성실성은 부(-)의 관계를 나타내었다. 둘째, Big5 성격 요인과 디지털미디어 활용역량과의 관계에서 친화성, 성실성, 개방성은 콘텐츠 활용역량에 긍정적인 영향을 미쳤으며 커뮤니케이션 활용역량은 개방성과 정(+)의 상관관계를 보였다. 셋째, 디지털미디어 활용역량인 콘텐츠 활용역량과 커뮤니케이션 활용역량이 창업의도에 미치는 영향에서는 커뮤니케이션 활용역량이 창업의도에 정(+) 영향을 미쳤다. 넷째, Big5 성격요인과 창업의도 사이에 디지털미디어 활용역량의 매개효과를 검증한 결과 커뮤니케이션 활용역량이 개방성과 창업의도를 매개하였다. 창업에 관심이 있는 은행원을 대상으로 은행원의 특성에 맞는 체계적이고 실질적인 창업 교육을 함으로써 퇴직 후 실제 창업에 도움을 주는 것이 필요하다. 또한 창업교육을 통하여 커뮤니케이션 활용역량을 강화함으로써 창업에 필요한 다양한 정보를 수집하고, 나아가 수집한 정보를 바탕으로 새로운 가치를 창출하여 실제 창업으로 이어질 수 있도록 교육을 활성화 할 필요가 있다는 결론을 도출하였다.

This study aimed to analyze characteristics of banker's personality who were engaged in five commercial banks (KB Kookmin Bank, Shinhan Bank, Woori Bank, KEB Hana Bank and NH Nonghyup Bank) with Big5 personality traits and also, investigate the influence of personality traits on entrepreneurial intention and digital media utilization capability, especially based on preceding research. Also, it analyzed mediated effect of digital media capability between Big5 personality traits and entrepreneurial intention. First, the analysis results of the influence of Big5 personality traits on the entrepreneurial intention showed that extroversion, openness had positive impact on the entrepreneurial intention but sincerity had negative impact on the entrepreneurial intention. Second, the friendliness, sincerity, openness had positive impact on contents utilization capability while openness had positive impact on the communication utilization capability. Third, the influence of communication utilization capability on the entrepreneurial intention was positive. Fourth, the mediated effect of digital media capability between Big5 personality traits and entrepreneurial intention discovered that the communication utilization capability mediated the openness and entrepreneurial intention. It's required to look for the bankers with extroversion, openness that positively influenced entrepreneurial intention and carry out systematic, practical entrepreneurship education to help set up actual business after retirement. This study successfully derive conclusion that it's in urgent need to improve entrepreneurship education program so that the bankers could strengthen their communication utilization capability and improve their capability to gather various information through entrepreneurship education and furthermore, create new value followed by starting their own business.

키워드

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