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The Korean Society for Journalism & Communication Studies (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 2, pp.51-99
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2024
Received 08 Oct 2023 Revised 18 Mar 2024 Accepted 25 Mar 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.2.002

오늘날 식품의 혁신은 어떻게 커뮤니케이션 되는가 : 대체식품 채택에서 사회규범과 정보행동의 역할을 중심으로

오준혁*** ; 오현정****
***한양대학교 광고홍보학과 석사 ok@hanyang.ac.kr
****한양대학교 광고홍보학과 부교수 hyunjungoh@hanyang.ac.kr
How Food Innovation Is Communicated Today : The Role of Social Norms and Information Behaviors in Adopting Alternative Foods
Junhyeok Oh*** ; Hyun Jung Oh****
***Master of Advertising and Public Relations, Hanyang University, first author jhyeok@hanyang.ac.kr
****Associate Professor, Dept. of Advertising and Public Relations, Hanyang University, corresponding author hyunjungoh@hanyang.ac.kr

초록

본 연구는 혁신확산이론이 디지털 미디어의 발달과 보급에 따른 사회체계와 커뮤니케이션 행동 양상의 변화를 충분히 반영하지 못한다고 지적하며, 혁신확산이론의 이론적 확장을 꾀하였다. 특히, 탄소 배출을 획기적으로 줄일 수 있어 기후위기와 식량 불안정 문제에 대한 해결책으로 주목받으며 식탁 위 혁신으로 불리는 대체식품을 중심으로 탐구하였다. 보다 구체적으로 수용자가 대체식품 섭취를 결정하는 프로세스에서 지각된 혁신특성, 사회규범(명령규범 및 기술규범), 그리고 정보행동(정보추구 및 정보공유)의 영향력을 분석하였다. 이와 함께, 이미 대체식품을 채택한 집단과 그렇지 않은 집단 간 차이도 고려하였다. 708개의 온라인 서베이 데이터를 실증 분석한 결과, 대체식품의 사회규범과 정보행동이 지각된 혁신특성과 섭취의도 간 관계를 순차적 매개하는 것으로 확인되었다. 한편, 대체식품의 지각된 혁신특성은 섭취의도와 사회규범, 정보행동 모두에 긍정적 영향을 미쳤다. 대체식품 사회규범은 정보행동과 섭취의도에, 정보행동은 섭취의도에 정(+)적 영향을 미쳤다. 이러한 영향은 채택 집단과 비채택 집단에서 다소 다르게 나타났는데, 채택 집단에서는 정보행동의 영향이 비교적 적었다. 사회규범 중 기술적 규범의 경우, 두 집단 모두에서 상대적으로 영향이 크지 않은 것으로 나타났다. 본 연구는 혁신확산이론에서의 사회규범과 정보행동의 역할에 관해 논하고 이론을 수정 및 보완, 확장하였다. 이 결과를 통해 대체식품 마케팅 커뮤니케이션 실무자들에게 유용한 실무적 지침을 제공하였으며, 대체식품을 통한 기후위기 및 식량 안보 문제 해결의 실마리를 마련했다는 점에서 의의가 있다.

Abstract

This study seeks to reassess and broaden the Diffusion of Innovations Theory, making it more relevant and useful to studying communication patterns in today's digital world. The concept of alternative foods is central to this study, which is highlighted as a game-changing innovation in the dining industry as well as a viable solution to the pressing challenges of climate change and food security. These alternative food options are praised for their potential to significantly reduce carbon emissions, presenting an eco-friendly alternative to traditional food sources. The current study examines the impact of perceived innovative features of alternative foods, as well as the role of social norms (including both injunctive norms and descriptive norms) and information behaviors (encompassing both the seeking information and sharing of information), on the likelihood of consumers adopting these alternative food options. It further investigates the variations in perspectives between individuals who have already incorporated alternative foods into their diets and those who have yet to do so. By analyzing data from 708 online surveys, this study found that social norms and information behaviors serve as sequential mediators between the perceived innovative qualities of alternative foods and the intentions to consume them. The findings also revealed that the innovative attributes perceived in these foods positively influence consumption intentions, as well as social norms and information behaviors. Additionally, it was observed that social norms concerning alternative foods affect information behaviors and, subsequently, consumption intentions. Notably, the impact of information behaviors on consumption intentions was found to be slightly less pronounced among individuals who have already adopted alternative foods compared to those who have not. Within the realm of social norms, the influence of descriptive norms appears to be minimal across both groups. The outcomes of this investigation propose significant modifications to the Diffusion of Innovations theory, emphasizing the crucial roles played by social norms and information behaviors in the adoption of new technologies or products. These modifications suggest the need for an expanded and more nuanced understanding of the theory to adequately reflect the complexities of communication and social interaction in the digital era. Furthermore, this study provides insightful implications for marketers of alternative foods, offering strategic recommendations for enhancing communication efforts to encourage the wider adoption of these sustainable food solutions. In doing so, the research highlights a potential avenue for resolving environmental and food security issues through the promotion of alternative food.

Keywords:

Diffusion of Innovations Theory, Alternative Foods, Social Norms, Information Behaviors, Serial Multiple Mediating Effect

키워드:

혁신확산이론, 대체식품, 사회규범, 정보행동, 순차적 매개효과

Acknowledgments

This article was modified from the first author’s 2024 master’s thesis (advisor: corresponding author) in the Department of Advertising and Public Relations at Hanyang University(본 논문은 제1저자의 한양대학교 일반대학원 광고홍보학과 석사학위 논문(지도교수: 교신저자)을 수정 및 보완한 것임).

This work was supported by the research fund of Hanyang University(본 연구는 한양대학교 교내연구지원 사업으로 연구됨)[HY-2023-1791].

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