소셜커뮤니케이션 행동에 대한 뉴스 소비자의 확증편향과 관여도 매개효과: 진짜뉴스와 가짜뉴스 비교

초록

This study examines how social communication behavior such as clicking ‘like’, posting and sharing is influenced through the confirmation bias and involvement(value relevant involvement and issue relevant involvement) focusing on comparing between real news and fake news. Firstly, all readers who read real news and fake news have confirmation bias. The readers who read real news are little stronger than fake news. Secondly, real news showed that value-relevant involvement is higher than fake news. Issue-relevant involvement influenced consuming news but there is no difference of real news and fake news. Thirdly, the consumer of real news played more social endorsement such as ‘like’ and ‘share’ than fake news. Fourthly the confirmation bias, value-relevant involvement and issue-relevant involvement play important role of mediated effect to social communication behavior on the real news and fake news. The higher confirmation bias and value-relevant involvement is, the higher the mediation effect of social communication behavior such as ‘like’ and ‘share’ is. The higher issue-relevant involvement is, the higher mediation effect of social communication behavior such as ‘post’ and ‘share’ is.

키워드