소셜미디어 활용 역량이 경제적 동기와 자아실현 동기를 매개로 창업의도에 미치는 영향

The goal of this study is to investigate the effect of social media utilization capability, which has emerged as an important competency in the era of the Fourth Industrial Revolution, on entrepreneurial intention, and to comprehensively analyze the mediating roles played by economic motivation and self-actualization motivation in this relationship. The subjects of this study were participants in major domestic startup expos. Data collection was conducted through an offline survey method using structured questionnaires at the expo venues. A final total of 226 responses, excluding insincere ones, were used for the final analysis. The survey data collected in this study were analyzed using the statistical software SPSS 27.0 and AMOS 24.0. The research findings derived through this process are as follows: 1. Social media utilization capability was found to have a significant positive(+) effect on entrepreneurial intention, 2. The mediating effect of economic motivation in the relationship between social media utilization capability and entrepreneurial intention was not significant, 3. Self-actualization motivation was found to play a significant positive (+) mediating role in the relationship between social media utilization capability and entrepreneurial intention, 4. Finally, the sequential mediating effect of economic motivation and self-actualization motivation in the relationship between social media utilization capability and entrepreneurial intention was not significant. Academic Implications: 1. This study demonstrated the importance of intrinsic motivation and psychological mechanisms in the process of entrepreneurial intention formation, moving beyond the simple dimension of economic rationality, 2. It expanded the theoretical framework for entrepreneurship research in the digital age by incorporating the Technology Acceptance Model (TAM), Self-Determination Theory (SDT), and Flow Theory, 3. It empirically investigated the complex causal paths between the distinct economic and self-actualization motivations. Practical Implications; 1. For prospective entrepreneurs with strong economic motivation, supporting the development of programs that promote the discovery of passion and value and the expression of creativity through social media may be effective, 2. Beyond simply teaching prospective entrepreneurs the technical skills of social media use, a strategy is needed to utilize it as an experimental space for testing their potential and exploring their value, 3. It is necessary to re-engineer the startup culture and mentoring systems to support personal growth and the pursuit of meaning rather than approaching entrepreneurship solely as a means to economic success.