한국인의 사회심리 특성이 SNS 감정반응에 미치는 영향

With the proliferation of social media, its use is steadily increasing across generations in South Korea. However, it is difficult to find social media-related research that addresses the socio-psychological characteristics of its users. This study was focused on the socio-psychological characteristic variables of social media users. Specifically, the study aimed to examine the effect of three socio-psychological characteristics of Koreans (Chemyon, Uzzul and Nunchi) on their emotional responses in social media. To this end, data were collected through a self-administered survey targeting male and female college students, with data from a total of 171 students used in the analysis. The findings are as follows. First, it was found that the characteristics of chemyon and nunchi have a positive (+) effect on social media users’ positive emotional responses. In other words, the more a user chemyon and nunchi, the higher their positive emotional response. Second, of the three characteristics, only chemyon was also found to have a positive (+) effect on a user’s negative emotional responses. In other words, the more the user tried to chemyon, the higher their negative emotional responses. In conclusion, the relative influence of chemyon characteristics on emotional responses to SNS use was found to be very important among the socio-psychological characteristics of Koreans. This study differs from other studies in that it addresses the socio-psychological characteristics of Koreans in social media-related research. It also has academic significance in expanding the related research field.