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http://dx.doi.org/10.20406/kjcs.2022.8.28.3.393

Collectivistic-Individualistic Tendency and its Relationship to SNS Usage: A Hierarchical Regression Analysis Controlling for Collectivistic-Individualistic Tendency in Offline Environment  

Jang, Gyeonwon (Department of Psychology, Sogang University)
Jeon, Sungjoo (Department of Psychology, Sogang University)
Kim, Geunyoung (Department of Psychology, Sogang University)
Publication Information
Korean Journal of Culture and Social Issue / v.28, no.3, 2022 , pp. 393-417 More about this Journal
Abstract
The current study analyzes the usage of social network services(SNS) according to one's collectivistic and individualistic tendency and the relationship with addiction. Additionally, the study attempted to controll intrapersonal variables such as gender, personalitly, and age, which affect SNS the usage. Also, Collectivistic-individualistic tendency in SNS and offline environment may not correspond to one another. Therefore, the study measured the collectivistic-individualistic tendency regarding of the two environment separately. For this purpose, we designed a new measurement scale to measure collectivistic-individualistic tendencies in for the SNS by involving a kin vs nonkin context. The sample consisted of 253 adolescents ranging from 13 to 15 years old and 246 adults ranging from 18 to 25 years old, which sums up to 499 samples in total. Results indicated that individualistic tendency within SNS showed a positive relationship with the amount of SNS usage and SNS addiction. Furthermore, female users spent more time on SNS and showed a higher level addiction than males. While adults had longer experience with SNS and spent more time on it daily than adolescents, they did not show a significant difference in regards to SNS addiction. The correlation analysis indicated that collectivistic-individualistic tendencies in SNS were weakly correlated to that of offline environments. The kin individualistic tendency in SNS significantly predicted SNS addiction after controlling for the effect of age, personality, gender, and offline collectivistic-individualistic tendency. Taken together, these findings indicate the need for an appropriate collectivistic-individualist tendency scale that correspond to the SNS context. The results also suggest that kin individualistic tendency in the SNS environment can be the main factor for SNS addiction.
Keywords
SNS usage; SNS addiction; Collectivism-individualism; Kin-nonkin; Hierarchical regression analysis;
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Times Cited By KSCI : 2  (Citation Analysis)
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