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The Korean Society for Journalism & Communication Studies - Vol. 68 , No. 3

[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 2, pp. 5-50
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2024
Received 22 Jan 2024 Revised 29 Mar 2024 Accepted 01 Apr 2024
https://doi.org/10.20879/kjjcs.2024.68.2.001

정부 기관 명성의 효과 : 국가보훈처 이해관계자별 명성과 신뢰, 정책수용 간 관련성
차희원** ; 김수진*** ; 유승희****
**이화여자대학교 커뮤니케이션·미디어학부 교수 (heewon@ewha.ac.kr)
***이화여자대학교 커뮤니케이션·미디어연구소 연구교수 (sjinkim@ewha.ac.kr)
****이화여자대학교 커뮤니케이션·미디어연구소 연구교수 (1107ysh@ewha.ac.kr)

Effect of Government Reputation : Relationship between Reputation, Trust, and Policy Acceptance among Ministry of Patriots and Veterans Affairs Stakeholders
Heewon Cha** ; Soojin Kim*** ; Seunghee Yoo****
**Professor, Division of Communication & Media, Ewha Womans University, first author (heewon@ewha.ac.kr)
***Research Professor, Communication·Media Research Institute, Ewha Womans University, corresponding author (sjinkim@ewha.ac.kr)
****Research Professor, Communication·Media Research Institute, Ewha Womans University (1107ysh@ewha.ac.kr)

초록

본 연구의 목적은 정부 기관 정책수용에 대한 정부 기관 명성과 신뢰의 역할을 검토하는 데 있다. 구체적으로, 명성과 신뢰 그리고 정책수용의 관련성에 있어 이해관계자 집단별 차이와 이슈 관여도의 차이가 있는지 알아보기 위한 연구모형을 설정했다. 정부 기관으로 국가보훈처 사례를 적용하여, 이해관계자는 정부 부처, 유관(시민) 단체, 언론, 학계·전문가, 내부 직원, 그리고 보훈대상자 및 가족으로 6개 집단으로 구분했다. 가설 검증과 연구문제 분석을 위해 유의적 표집을 실시하여, 표본을 대상으로 온라인 설문을 실시했다. 연구결과, 국가보훈처 명성을 긍정적으로 평가하는 이해관계자일수록 국가보훈처에 대한 신뢰가 증가하고 관련 정책에 대한 수용이 높아지는 것으로 나타났다. 조건부과정 모형분석을 통해, 이해관계자별 차이를 검토한 결과, 유관(시민)단체의 경우 다른 이해관계자들에 비해 신뢰에 대한 국가보훈처 명성의 영향력이 작아지는 것으로 나타났다. 또한, 정책수용에 대한 신뢰의 간접효과는 유관(시민)단체를 제외한 모든 집단에서 유의하였다. 이슈 관여도의 경우, 국가유공자 보상 수준 및 형평성 이슈의 관여도가 명성과 신뢰 간 관계를 조절하는 것을 확인하였다. 추가분석으로 6개 이슈에 대한 이해관계자 집단의 이슈 관여도 차이를 분석한 결과, 6개 중 3개의 이슈에서 이해관계자 집단의 차이가 나타났다. 이 연구는 정부 기관의 명성 지표를 적용하여 실제 사례에 적용하여 검토함으로써 정부 기관 명성 관리의 필요성과 방향을 제언했다는 점에 학문적 의미가 있다.

Abstract

While organizational reputation has received a lot of attention in the corporate communications field, there has been little discussion of reputation in the public realm or of government organizations. A government organization's reputation enables it to gain public support and engagement for its actions, lay the groundwork for dealing with various policy audiences, and appropriately balance the flexibility of its communications. With this in mind, this study seeks to understand how the reputation of a government organization affects the acceptance of its policies. It is necessary to examine whether a government organization's reputation influences policy acceptance, which is known as the reputation effect. We are particularly interested in the role of trust in government organizations in this process, as we want to understand whether the reputation of a government organization can influence trust in that organization. Hence, this study delves into the complex relationship that exists between government agency reputation, stakeholder trust, and policy compliance. We posit a research model to examine whether stakeholder group affiliation and issue involvement moderate the relationship between reputation, trust, and compliance. Two hypotheses and two research questions were extracted and the Ministry of Patriots and Veterans Affairs (MPVA) serves as a case study. Stakeholders are categorized into six distinct groups: government ministries, veterans' organizations (representing citizens), media outlets, academic and expert communities, internal employees, and veterans with their families. A survey was administered to MPVA stakeholders to test hypotheses and explore research questions.

Participants were collected by snowball sampling and an online research company sent out a survey link to selected participants. Our findings reveal that positive evaluations of the MPVA's reputation lead to increased stakeholder trust in the agency, which fosters higher compliance with key policies. Using conditional process model analysis, we discovered that reputation had a smaller effect on trust for civic organizations than other stakeholder groups. Notably, the indirect effect of trust on policy adherence held significance for all groups except civic organizations. Furthermore, the analysis identified that the level of veterans' compensation and the degree of involvement in equity issues moderate the reputation-trust relationship. This research contributes meaningfully to the academic domain by highlighting the necessity and direction for government agency reputation management. In addition, the theoretical discussion of issues and publics, including issue categorization and public segmentation, needs to be expanded in order to find positive results on the effect of government reputation. This study advances reputation management strategies by assessing and examining government agency reputation indicators in real-world circumstances.


KeywordsGovernment Agency Reputation, Government Trust, Policy Acceptance, Stakeholders, Ministry of Patriots and Veterans Affairs (MPVA)
키워드: 정부기관 명성, 정부신뢰, 정책수용, 이해관계자, 국가보훈처

Acknowledgments

국가보훈처는 2023년 6월5일에 국가보훈부로 승격했다. 본 연구에서는 연구 시점의 명칭인 국가보훈처로 표기했다.


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