사회자본에 따른 소셜미디어 이용자의 K팝 참여문화 연구

Abstract

In this study, the participatory behavior was divided into content consuming intention and content producing intention. These two variables were applied to an expanded model of goaldirected behavior theory. This study also verified the moderating effect of how participatory behavior varies depending on the social capital accumulated in social media. The findings show that motivational variables except the subjective norm had a strong effect on the consuming intention of K-Pop content. The desire variable had a positive effect only on content consuming intention. Furthermore, as a result of the analysis of the moderating effect, it was found that the content consuming intention had a positive effect on the content producing intention in the group with high social capital. This study holds implications in that it analyzed the differences in the participatory behavior of K-Pop content according to the social capital of social media users.