Effects of perceived heterogeneity on social media use : a perspective of cognitive dissonance theory = 의견의 이질성이 소셜 미디어 사용에 미치는 영향 : 인지부조화 이론 관점에서a perspective of cognitive dissonance theory

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Recently, the use of social media such as Facebook has often exposed users to opposite opinions. Thus, sometimes conflicts arise, which consequently have a certain impact on the user’s behavior related to the use of social media. Nevertheless, prior research has not adequately studied the negative effects of exposure to heterogeneous opinions. Hence, the study focused on the concept of cognitive dissonance, and tried to determine the amount of mental discomfort the user would get when the user is faced with heterogeneous opinions. In addition, the study also discussed the kinds of strategic behaviors the users would need to take to resolve the uncomfortable psychological state. To do this, we adopted a structural equation modeling methodology based on 240 questionnaire responses. As a result, we found that the more often the users use social media, the more often they are exposed to opposite opinions and the more uncomfortable they feel. Moreover, in order to resolve these uncomfortable feelings, it appears that these users tend to take actions such as selective exposure and affective behavior.
Advisors
Zo, Hangjungresearcher조항정researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2018
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2018.2,[iii, 44 p. :]

Keywords

Social media▼aFacebook▼aHeterogeneity▼aCognitive dissonance theory▼aUncomfortable psychological state▼aSelective exposure▼aAffective behavior; 소셜 미디어▼a페이스북▼a상충되는 의견▼a인지 부조화▼a심리적 불편감▼a선택적 노출▼a감정적 행동

URI
http://hdl.handle.net/10203/265973
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=733770&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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