커뮤니케이션 채널과 메시지 해석수준을 이용한 비개인적 효과의 원인에 대한 탐구: 빅 데이터 개인정보 유출 위험을 중심으로

초록

This research examines the effects of the communication channel and message abstractedness on optimistic bias. The purpose of such an examination is to explore the origin of the impersonal impact. Specifically, prior research on impersonal impact hypothesis has reported that the communication channel plays an important role in individuals’ risk perception. However, it is yet unclear whether such impersonal impact is due to the characteristics of communication channel or the difference of the way messages are constructed in each communication channel. Hence, a two-way(communication channel: news, twitter*message abstractedness: high low) factorial design experiment was conducted in which 160 college students participated. The results show that message abstractedness played different roles in each communication channel in terms of forming optimistic bias. The results show that the construal level theory provides a valuable insight to understand the origin of impersonal impact.

키워드