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The Korean Society for Journalism & Communication Studies - Vol. 65 , No. 1

[ Article ]
Korean Journal of Journalism & Communication StudiesVol. 65, No. 1, pp.236-269
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 28 Feb 2021
Received 06 Aug 2020 Revised 29 Jan 2021 Accepted 05 Feb 2021
DOI: https://doi.org/10.20879/kjjcs.2021.65.1.236

미디어 이용자의 정보 검색과 공유 행동에 관한 연구 : 성격 특성과 디지털 리터러시의 역할
이하나** ; 황유리*** ; 정세훈****
**서울대학교 언론정보학과 박사후연구원 (nalee21@snu.ac.kr)
***명지대학교 디지털미디어학과 교수 (yhwang@mju.ac.kr)
****고려대학교 미디어학부 교수 (sjeong@korea.ac.kr)

Information seeking and sharing while using media : The role of personality traits and digital literacy
Hana Lee** ; Yoori Hwang*** ; Se-Hoon Jeong****
**Postdoctoral Researcher, Department of Communication, Seoul National University (nalee21@snu.ac.kr)
***Professor, Department of Digital Media, Myongji University (yhwang@mju.ac.kr)
****Professor, School of Media and Communication, Korea University, Corresponding author (sjeong@korea.ac.kr)
Funding Information ▼

초록

이 연구의 목적은 성격 특성과 디지털 리터러시와 같은 이용자 특성이 미디어 이용자들의 정보 검색 및 공유 행동을 어떻게 예측할 수 있는지 검증하는 데 있다. 이를 위해 20세 이상 60세 이하 성인 698명을 대상으로 설문 조사를 실시하였다. 분석 결과, 외향성은 정보 검색 및 공유 행동 모두에 정적인 영향을 미치는 반면, 신경증은 정보 검색에 한하여 정적인 영향을 미치는 것으로 나타났다. 한편 디지털 리터러시는 정보 검색 및 공유에 흥미로운 역할을 하는 것으로 나타났다. 소비 리터러시는 정보 검색의 긍정적인 예측 요인인 반면, 생비 리터러시는 정보 공유의 긍정적인 예측 요인으로 나타났다. 이러한 결과를 바탕으로 정보 검색과 공유에 관한 이론과 연구에 대한 함의에 대해 논의하였다.

Abstract

Information seeking and sharing are important media behaviors, particularly when using online and social media. This study examined information seeking and information sharing behaviors among media users, and how those behaviors could be predicted by user characteristics(e.g., big five personality, need for cognition, and sensation seeking) and digital literacy(e.g., prosumption literacy and consumption literacy). We conducted an online survey of 698 adults 20 to 60 years of age. With regard to user characteristics, the results showed that extraversion was a positive predictor for both information seeking and sharing, while neuroticism was a positive predictor for information seeking only. The results suggest that extraverts tend to seek and share more information. Digital literacy played an interesting role in information seeking and sharing. Consumption literacy was a positive predictor of information seeking, whereas prosumption literacy was a positive predictor of information sharing. The findings of this present research suggest that the ability to use new media (i.e., consumption literacy) is important for information seeking behavior, whereas the ability to create content (i.e., prosumption literacy) is important for information sharing behavior. The role of digital literacy in information seeking and sharing has important theoretical as well as practical implications. Although it is theoretically and academically meaningful to predict and explain the role of demographic and psychological factors in information seeking and sharing, it is difficult to change or control those demographic and psychological factors. In other words, even if we know that extraversion is a positive predictor of information seeking/sharing, it is difficult to change one’s personality to an extravert in order to increase information seeking/sharing. On the other hand, the role of digital literacy is practically meaningful such that we could increase media users’ information seeking and sharing behaviors by enhancing their digital literacy. Specifically, consumption literacy could increase information seeking, whereas prosumption literacy could increase information sharing, which suggest the importance of digital literacy education. These results have important theoretical implications because information seeking could be linked to research on the digital divide and knowledge gap; and information sharing could contribute to research on information diffusion and opinion leadership in the two-step flow theory. From a practical perspective, understanding the type of individuals who tend to seek and share information could help media practitioners to develop effective communication strategies. For example, based on users’ personality traits and digital literacy skills, news organizations or advertisers could design messages that are tailored to users who tend to seek and share more information.


Keywords: Information Seeking, Information Sharing, Personality Trait, Digital Literacy
키워드: 정보 검색, 정보 공유, 성격 특성, 디지털 리터러시

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2019S1A5A2A01045465). (이 논문은 2019년 대한민국 교육부와 한국연구재단의 인문사회분야 중견연구자지원사업의 지원을 받아 수행된 연구임(NRF-2019S1A5A2A01045465).)


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