디지털미디어역량이 창업의도에 미치는 영향 : 사업기회인식의 매개효과를 중심으로

This study empirically analyzed the impact of digital media competency on entrepreneurial intentions, among influencing factors. Digital media competency was divided into the use of digital devices, use of social networking services(SNS), online communication, and online video and content creation. The mediating effect of business opportunity recognition on the relationship between digital media competency and entrepreneurial intentions was also analyzed. An online survey was conducted, and 250 valid responses were used for the analysis. The empirical analysis results are SNS use, online communication, and online video and content creation had positive effects on entrepreneurial intentions. The use of digital devices did not show an effect on entrepreneurial intentions. The influence on entrepreneurial intentions was ranked : online video and content creation, SNS use, and online communication. The mediating effect of business opportunity recognition was observed in the relationships between SNS use, online communication, online video and content creation, and entrepreneurial intentions. There was no mediating effect of business opportunity recognition between the use of digital devices and entrepreneurial intentions. Based on these empirical findings, the study presented both academic and practical implications.