. 2010. 10. 15 : : ( ) : ( ) : ( )

1 9 1 21 1 21 2 23 3 26 4 2.0 28 2 32 1 (media richness theory) 32 2 (social information processing theory) 36 3 (social presence theory) 38 4 (social context cues theory) 43 3 45 1 47 1. 47 2. 48 2 50 1. 50 2. (following) (follower) 52 3 55 1. 55 2. 57

2 4 : 61 1. 61 2. 64 3. 66 5 68 1. 68 2. 72 3. : 75 4 SNS(Social Network Service) 77 1 SNS(Social Network Service) 83 1. SNS 83 2. SNS 83 3. SNS 84 4. SNS 85 5. SNS 87 6. 89 7. 90 2 SNS 91 1. 91 2. SNS 93 3. SNS 94 4. SNS 95 5. 97 6. SNS SNS 98

3 3 SNS 107 1. 107 2. 108 3. SNS 108 4. SNS 110 4 SNS SNS 113 1. SNS 114 2. SNS 115 3. SNS 116 4. SNS 117 5. 119 5 123 1 CMC 123 2 127 3 SNS 131 4 135 139 1 146

4 2 1 (, 1998) 37 3 1 46 3 2 71 4 1 78 4 2 79 4 3 80 4 4 81 4 5 81 4 6 82 4 7 SNS 83 4 8 SNS 84 4 9 SNS 85 4 10 SNS 86 4 11 SNS 88 4 12 89 4 13 (Following) 90 4 14 91 4 15 SNS 92 4 16 SNS ( ) 92

5 4 17 SNS 93 4 18 SNS 93 4 19 SNS 95 4 20 SNS 96 4 21 SNS ( ) 96 4 22 97 4 23 SNS 98 4 24 SNS ( ) 98 4 25 SNS 99 4 26 SNS ( ) 100 4 27 SNS 101 4 28 SNS ( ) 101 4 29 SNS 102 4 30 SNS ( ) 102 4 31 SNS 103 4 32 SNS 104 4 33 SNS 104 4 34 SNS 105 4 35 106

6 4 36 106 4 37 ( ) 107 4 38 108 4 39 SNS 109 4 40 SNS ( ) 109 4 41 SNS ( ) 110 4 42 ( ) 111 4 43 112 4 44 113 4 45 SNS 114 4 46 SNS ( ) 115 4 47 SNS ( ) 116 4 48 SNS 117 4 49 SNS ( ) 117 4 50 SNS ( ) 118 4 51 ( ) 119 4 52 SNS ( ) 120 4 53 SNS 121 5 1 SNS 134

7 1 1 Twitter & 30 2 1 (Daft et al., 1987) 33 5 1 130

9 1.,, 2.0 (Social Media).,.. 1.0, 2.0. 2.0, (prosumer)..,.

10.,,.. 2.,... 1 (media richness theory), (bandwidth) (Daft, Lengel, 1984),.,,..,

11 (, 1998). 2 (social information processing theory),.., (mediated) ( ) (rate) (Walther, 1996).. 3 (social presence theory) (socio contextual cues).,. (Short et al., 1976),,,..,,. 4 (social context cues theory),,,

12,.. (Sproull & Kiesler, 1986),,, (Hiltz, Johnson, & Turoff, 1986) CMC.. 3,,, 2010 5 13 6 15 20. 1..,.,.

13.. /. 2,,., IT,,,,,,,,,,....,,. 3.,,,.. (weak tie, Putnam, 2000) (unfollow) 1). 1).

14. 4 :,,.,,,. ( API),, PC ( )., /,. 5,,.,.,,. 4 SNS SNS(Social Network Service) SNS 409.

15 1 SNS(Social Network Service) 1 50 SNS, SNS 4 9. SNS, SNS SNS. SNS, SNS, SNS, SNS. 2 SNS SNS SNS,. SNS,. SNS SNS, SNS. SNS SNS SNS, SNS SNS SNS.

16 3 SNS SNS,, SNS SNS. SNS, SNS. SNS ( 3.10), 10 7 8 SNS.., SNS SNS,,, SNS SNS. SNS SNS. 5 1 CMC, CMC., SNS.,

17 SNS..,. SNS,,., SNS. CMC,.,. 2....

18,, 1..,.,.... 3 SNS SNS, SNS,. SNS SNS. SNS., SNS,. SNS.

19 4,.,..

1 21 1 1.,, 2.0 (Social Media). (N. Postman), (M. McLuhan), (H. Innis),.,, (bias),.,.. 2002,,,,,,,..

22.. 1.0, 2.0. 2.0, (prosumer)., 2.0. 2.0. (self) (multi-self).,,.. (symentic Web) Web3.0, (intelligence Web) 4.0..,.

1 23,,,.. 2.0...,..,..,,.. 2

24.,,, (, 2003).,,,,.,,,.,,,,... (Fortunati, 2002) (Nomadic Intimacy).,., 2.0

1 25, (, 2006)., 2.0.,, (, 2008). 2.0 1. 2.0 UCC, (, 2008). UCC 2.0. UCC 1. UCC.. (, 2008).,, (RT)

26,. 3. 2.0,. (2006) (mobility)...,.. (Sohn Lee, 2005),,,,.. (2008),

1 27,..... (,2000). (Jones, 2003) (, 2005). (Steuer, 1992)...

28 (, 2008)...,,. 4 2.0,, 2.0.,,. 1.0, 2.0 (, 2008). (Stuart,2009) SNS(social networking sites),.

1 29 2.0. (Shirky,2008).,..,.... (Kim & Yun, 2008),..,.. 2010 5, 281 14 19, 11 112. 2) 6.2 2) 5 http://www.asiae.co.kr/news/view.htm?idxno=2010061710255841706

30,.. 2.0., 2000, 2003, 2006 (DMC, 2009). 1 1 Twitter & : 5 http://www.asiae.co.kr/news/view.htm?idxno=2010061710255841706 (Hyghes Palen, 2009)

1 31 Gustav Ike....,,,., SNS SNS, SNS,.

32 2 (CMC).,.. 2. 1 (media richness theory), (Daft, Lengel, 1984; Trevino & Lengel, Daft 1987). (media richness theory). (cues) (media richness) (Daft, Lengel, 1986)., (bandwidth) (Daft, Lengel, 1984), (Trevino, Lengel, Bodensteiner, Gerloff, & Muir, 1990).

2 33,,,,,., (media richness) (Daft & Lengel, 1986; Daft et al., 1987).,,,, (Daft et al., 1987)., (Daft, Lengel, & Trevino, 1987) (hierarchy of media richness),., (,,, ), (,, ) ( 2 1 ). 2 1 (Daft et al., 1987),., (, 2006). (shared meaning), (, 1998).

34.,, CMC,, (, 2005). (Daft & Lengle, 1986) (fit). (uncertainty) (equivocality).,.,.,.,,,,. CMC,,, (Walther, 1992)., (Daft & Lengel, 1984).,.,. (, 2006). (,,,, )

2 35,, (EL Shinnaywy and Markus,1998; Fulk and Ryu, 1990; Webster and Trevino, 1995)., (Lee, 1994; Markus, 1994) (EL Shinnawy & Markus, 1998).,,.,,, (Fulk et al., 1990; Trevino et al., 2000; Webster and Trevino, 1995). (Fulk, 1990) (social influence).. (Webster & Trevino, 1995)., (distance),., (symbolism). (Trevino, 2000),,.,,

36.,, (skill),,.., (, 1998). 2 (social information processing theory) (Walther, Anderson, & Park, 1994).,.. (SIP: Social Information Processing)., (, 1988)., (Walther, Anderson, Park, 1994).,,.,

2 37 (Walther, 1993). (Walther, 1996). (Rice & Love, 1987; Utz, 2000; Walther, 1992).,,.,,, (Fulk, et al., 1987). 2 1. 2 1 (, 1998),,,,,.,. (Rice & Shook, 1990),.

38.. (Huang, et al., 1996).,., (mediated) ( ) (rate) (Walther, 1996). (Walther, 1996; Parks, & Floyd, 1996; Walther & Burgoon, 1992). (2002) CMC, CMC. 3 (social presence theory) (Biocca, Burgoon, Harms, Stoner, 2001)...

2 39 (Socially present). (Short, Williams, & Christie, 1976), (being together). (socio contextual cues).,. (Short et al., 1976),,,.,,,. (Chidambaram & Jones, 1993)., CMC,,,,. CMC.,.,. (Rice & Love, 1987).,

40 (Short, Williams, & Christie, 1976).,,. (Hiltz, 1996),...., (, 2006),. (Short et al., 1976),,.,.,.

2 41 ( 2006). (Walther, 1996), (Walther, 1992). (Hiltz & Turoff, 1987; Rice & Love, 1987). (Glinter & Eldridge, 2001). (Walther, 1996).,.,. (Wilson, Williams, 1975; Short, Williams, & Christie, 1976 2006 ). (Carlson & Zmud, 1999).,.. (Carlson & Zmud, 1999),,,,.,.,

42.. (para social) (Lombard & Ditton, 1997).,. (richness). (Rice, 1993),,. (Perse & Courtright, 1993),.,, (O Sullivan, 2000; Kayany, Wotring, & Forrest, 1996;, 2000). (O Sullivan, 2000),.,.

2 43,,. (buffer effect),, (O Sullivan, 2000). (Westmyer et al., 1998) (oral),.. (Walther & Burgoon, 1992),,.,,,. 4 (social context cues theory), (CFO: Cues Filtered Out). (Culnan) (Markus) CMC (Walther, 1996).,, (Kiesler, Siegel, & McGuire, 1984).,,,,

44.. (Sproull & Kiesler, 1986),,, (Hiltz, Johnson, & Turoff, 1986) CMC.. CMC, (, 2005).

3 45 3,,,.,. 2010 5 13 6 15.,.,. 1 1 30.,....,,,,..,

46.., 5 15 20, (2 ), ( ) (3 ), (1 ), (1 ), (10 ), (2 ), (1 ). 26 29 11, 30 6, 40 3 26 49. 9, 2, 3, 2, 1, 2, 1. 300 3, 300 500 4, 500 1,000 4, 1,000 5,000 3, 5,000 6. 3 1. 3 1 follower 1 26 956 2 26 22,639 3 26 4,300 4 28 134 5 29 646 6 20 1,787 7 26 9,430 8 28 300 9 28 30 10 28 5,000 11 28 805 12 31 376 13 31 200 14 33 900 15 30 350 16 37 6,385 17 38 333 18 43 1,534 19 46 12,026 20 49 5,000

3 47 1 1..,. ( 7), ( 8), ( 13), ( 17).,.,,,, ( 3).,..,,,. 50. 1 3.. 5. PC.,.. 18..... 7

48 2.,..,.... 13.... 14.. 2.,.. /., /.

3 49 /. 140 ( 6), ( 16).....,.,,.. 20. 140. 20...,.. 7.,.

50 ^^;... 3 2 1. 3) 4),,., IT,,,,,,,,,,.... IT IT... 6 IT/.,,. /,. 7 IT,, 6 3, 1 2 ^^ 8. 3) 140. 4).

3 51. RT @.. 14. 30 200 ( 7). ( 20),.... mention... 1,. 3.,... 14.,,,.. 11. ( 12).

52..... 5 100. flow. 12,.. ^^ 8 2. (following) (follower)..?,,,., ( 1)....,, ( 12).

3 53, following.,. IT News(zdnet ), Events(, ), iphone News( qswoo, ), Ma friends( ), Job( ) ^^ 8 IT........., IT,, 12.. 20.., ( 1). ( 4, 6)..., following.... 6 following following. follow following follower. 1,, ( ),.

54.......,,,,. 4.. ( 11).,. ( 2, 18),,. ( 9).. ( 4, 11, 13, 14)... ( 8, 14, 20), ( 7).,.,.,.

3 55.( 18, 20) 3 1.., ( 3, 5, 8, 9, 17, 18, 20)...?... 3,. 5 ( 5, 7, 8, 17) ( 1, 4, 12, 13, 14, 15, 20)., DM,.,..

56.. 20..( ). 4.... 13,...,..,.. 1.. 12.... 14,.. 20

3 57 2....,,,.,,..... 3....... 12.,,.

58.. 5. ( ). 9.,...,...,.,,,. 4,.

3 59... mention.? 1..,. /,. 7,... 8.?. 14,. 16..,.,,. (weak tie, Putnam, 2000).

60. (unfollow) 5). ( ). 13. 2. 6..... 20.. 18. 15 (weak tie, Putnam, 2000)..,..,.. 13 5).

3 61 4 :.?,,.. 1.,,,. 140, ( ). ( 3), ( 6, 8). 140.. ( 5).. 3

62 140. 12,?... ^^ 8 140......,. 5 IT. ( 8, 11, 13),, ( 12, 13).,.,., IT., IT, IT

3 63, ( 13, 14).. ( 8, 14, 20). ( 11, 12).,, cnbc...,,.. 20,. ( 7, 13, 16). 140. ( 7, 13, 15, 19)....,,.. 7

64. 100%. 13 2. ( API),, PC ( ). API ( 7, 9, 12).,. API. API. SNS API.. API. API. 1.,.... 7. www.twitter.com (twtkr). msn,,,?.. 9.,..

3 65 ( 13).,,,.. 140,.. ( 13). ( 3, 11, 17). 140 /. 17.. 13. 11.. 13 PC ( ) PC. ( 8).

66,.,., ( 13).,. PC ( 4)..... 8 3.,,,, ( API),, PC ( ),.,, /,..,,..

3 67. RT. RT. 140 140 ( ). 7 /,. ( 3, 16).,,.,. 140.,. 1:1 :. a a & a.?... 3... 9

68,. 16,..,. (weak tie)., ( 2, 9, 12, 16, 20). follower... 9,,. 16 5 1.. RT. 2.. 6

3 69........ 7. ( 1, 20)., ( 16). ( 4, 8, 9).,, ( 2, 9, 13). ( 9, 11). ( 11),,...... 11

70 ( 2, 9, 13).,,. ( 10)..( 7, 13)... 13... 10. 5 RT.. RT. 7,?.,. ( 1, 7, 19)..,.,. 19

3 71. ( 14, 14).,,.,,. 3 2 RT.,. RT. 1 1.. 1.. 3 RH-. 9, 5. 5.. 10,.,. 16 PC / / /.,., 2. 19

72 2.,.,?,.,,, ( 1, 3, 4, 6, 9, 10, 17) ( 1). ( 9).... 9. 10 ( 4, 6)., ( 3).

3 73....... 60% 45%? 4 6, ( 8, 20), ( 9). ( 13)..,.,. 100%. 13.. 5,,,.,..

74?.... RT RT?. RT 4 3.. 2.. RT..... 3.,,. ( 7, 13, 16)..,,.. 13. ( 11) ( 14),.

3 75.... 11. 14 3. : ( 16), ( 17). ( 2), ( 6).???,,. ( 2). ( 6, 13)., ( 12, 15).,

76.? 1? 1..... 12

4 SNS(Social Network Service) 77 4 SNS(Social Network Service) SNS(Social Network Service) SNS. SNS. SNS SNS, SNS, SNS, SNS, SNS. SNS,,, SNS, SNS,, SNS, SNS, SNS, SNS SNS. SNS, SNS. SNS,,, SNS,,,. 409, SNS, SNS 288, SNS 326, SNS 84, SNS 124. 6)

78 7), 8 19 25 7.. SNS. SNS 135, 153, SNS 146, 180, SNS 42, SNS 72, 52. SNS SNS. 4 1 SNS 135(34.2%) 153(35.9%) SNS 146(37%) 180(42.2%) SNS 42(10.6%) 42(9.8%) SNS 72(18.2%) 52(12.2%) 395 427 SNS. SNS 19 54 (18.8%), 20 24 32 (11.1%), 25 29 65 6) SNS SNS. 7) (www.ni-korea.com)

4 SNS(Social Network Service) 79 (22.6%), 30 34 41 (14.2%), 35 39 38 (13.2%), 40 49 45 (15.6%), 50 13 (4.5%). SNS, 19 71 (24.7%), 20 24 41 (14.2%), 25 29 70 (24.3%), 30 34 49 (17.0%), 35 39 49(17.0%), 40 49 40 (13.9%), 50 6 (2.1%). SNS 19 19 (6.6%), 20 24 15 (5.2%), 25 29 17 (5.9%), 30 34 13 (4.5%), 35 39 10 (3.5%), 40 49 7 (2.4%), 50 3 (1.0%). SNS 19 23 (8.0%), 20 24 20 (6.9%), 25 29 32 (11.1%), 30 34 17 (5.9%), 35 39 14 (4.9%), 40 49 15 (5.2%), 50 3 (1.0%). SNS. 4 2 19 20 24 25 29 30 34 35 39 40 49 50 SNS 54 (18.8%) 32 (11.1%) 65 (22.6%) 41 (14.2%) 38 (13.2%) 45 (15.6%) 13 (4.5%) 288 (100%) SNS 71 (24.7%) 41 (14.2%) 70 (24.3%) 49 (17.0%) 49 (17.0%) 40 (13.9%) 6 (2.1%) 326 (100%) SNS 19 (6.6%) 15 (5.2%) 17 (5.9%) 13 (4.5%) 10 (3.5%) 7 (2.4%) 3 (1.0%) 84 (100%) SNS 23 (8.0%) 20 (6.9%) 32 (11.1%) 17 (5.9%) 14 (4.9%) 15 (5.2%) 3 (1.0%) 124 (100%)

80 169 (41.3%), 123 (30.1%), 30 (7.3%), 26 (6.4%), 20 (4.9%), 13 (3.2%), 11 (2.7%), 10 (2.4%), 7 (1.7%). 4 3 N 169(41.3%) 123(30.1%) 30(7.3%) 26(6.4%) 20(4.9%) 13(3.2%) 11(2.7%) 10(2.4%) 7(1.7%) 409(100%) 62 (15.2%), 1,000 72 (17.6%), 1,000 2,000 62 (15.2%), 2,000 3,000 81 (19.8%), 3,000 4,000 65 (15.9%), 4,000 5,000 31 (7.6%), 5,000 36 (8.8%).

4 SNS(Social Network Service) 81 4 4 N 62(15.2%) 1,000 72(17.6%) 1,000 2,000 62(15.2%) 2,000 3,000 81(19.8%) 3,000 4,000 65(15.9%) 4,000 5,000 31(7.6%) 5,000 36(8.8%) 409(100%),. 30 4 5 N 30 31(7.6%) 30 1 53(13.0%) 1 3 125(30.6%) 3 5 74(18.1%) 5 7 29(7.1%) 7 10 18(4.4%) 10 13 53(13.0%) 13 15 4(1.0%) 15 22(5.4%) 409(100%)

82 31 (7.6%), 30 1 53 (13.0%), 1 3 125 (30.6%), 3 5 74 (18.1%), 5 7 29 (7.1%), 7 10 18 (4.4%), 10 13 53 (13.0%), 13 15 4 (1.0%), 15 22 (5.4%) 4 40.. 30 1 (0.2%), 30 1 4 (1.0%), 1 3 97 (23.7%), 3 5 115 (28.1%), 5 7 94 (23.0%), 7 10 37 (9.0%), 10 13 47 (11.5%), 13 15 4 (1.0%), 15 10 (2.4%), 5 25. 4 6 N 30 1(0.2%) 30 1 4(1.0%) 1 3 97(23.7%) 3 5 115(28.1%) 5 7 94(23.0%) 7 10 37(9.0%) 10 13 47(11.5%) 13 15 4(1.0%) 15 10(2.4%) 409(100%)

4 SNS(Social Network Service) 83 1 SNS(Social Network Service) 1. SNS SNS. 30 9.3%(38 ), 30 1 21.5%(88 ), 1 2 30.8%(126 ), 2 4 28.6%(117 ), 4 6 5.4%(22 ), 6 10 2.2%(9 ), 10 13 1.5%(6 ), 13 0.7%(3 ) 1 50. 4 7 SNS N 30 38(9.3%) 30 1 88(21.5%) 1 2 126(30.8%) 2 4 117(28.6%) 4 6 22(5.4%) 6 10 9(2.2%) 10 13 6(1.5%) 13 3(0.7%) 409(100%) 2. SNS SNS 1 10.5%(43 ), 1 2 7.6%(31 ), 2 4 16.1%(66 ), 4 6 24.2%(99 ), 6 8 27.1%(111 ), 8 10 7.8%(32 ), 10 6.6%(27 ) 4 9

84. SNS. 4 8 SNS N 1 43(10.5%) 1 2 31(7.6%) 2 4 66(16.1%) 4 6 99(24.2%) 6 8 111(27.1%) 8 10 32(7.8%) 10 27(6.6%) 409(100%) 3. SNS SNS SNS. SNS 84.7%(244 ), 10.4%(30 ), 3.4%(10 ), 1%(3 ), 0.3%(1 ). SNS 71.2%(232 ), 18.7%(61 ), 6.5%(21 ), 3.1%(10 ), 0.6%(2 ). SNS 70.2%(59 ), 11.9%

4 SNS(Social Network Service) 85 (10 ), 10.7%(9 ), 3.6%(3 ), 3.6%(3 ), SNS 50%(62 ), 6.5%(8 ), 16.9%(21 ), 16.1%(20 ), 10.5%(13 ). SNS, SNS SNS.. 4 9 SNS SNS SNS SNS SNS 244 (84.7%) 232 (71.2%) 59 (70.2%) 62 (50%) 30 (10.4%) 61 (18.7%) 10 (11.9%) 8 (6.5%) 10 (3.4%) 21 (6.5%) 9 (10.7%) 21 (16.9%) 3 (1%) 10 (3.1%) 3 (3.6%) 20 (16.1%) 1 (0.3%) 2 (0.6%) 3 (3.6%) 13 (10.5%) ( : (%)) (100%) 288 (100%) 326 (100%) 84 (100%) 124 (100%) 4. SNS SNS

86. SNS 50 86.4%(249 ), 50 100 7.3%(21 ), 100 300 3.8%(11 ), 300 500 1.4%(4 ), 500 1.1%(3 ). SNS 50 54.6%(178 ), 50 100 21.8%(71 ), 100 300 20.6%(67 ), 300 500 2.2%(7 ), 500 0.9%(3 ) SNS 50 86.9%(73 ), 50 100 9.5%(8 ), 100 300 3.6%(3 ). SNS 50 77.4%(96 ), 50 100 8.9%(11 ), 100 300 7.3%(9 ), 300 500 0.8%(1 ), 500 5.6%(7 ). SNS SNS SNS SNS, SNS.,. 4 10 SNS SNS SNS SNS ( : (%)) SNS 50 249(86.4%) 178(54.6%) 73(86.9%) 96(77.4%) 50 100 21(7.3%) 71(21.8%) 8(9.5%) 11(8.9%) 100 300 11(3.8%) 67(20.6%) 3(3.6%) 9(7.3%) 300 500 4(1.4%) 7(2.2%) 0 1(0.8%) 500 3(1.1%) 3(0.9%) 0 7(5.6%) 288(100%) 326(100%) 84(100%) 124(100%)

4 SNS(Social Network Service) 87 5. SNS SNS,,,,,,,,,,,,, 1, 5 5. SNS ( 3.76), ( 3.74), ( 3.48), SNS ( 3.90), ( 3.79), ( 3.49), ( 3.46). SNS ( 3.67), ( 3.37), ( 3.33), SNS ( 3.29). SNS ( 3.61), ( 3.53), ( 3.47), ( 3.46), ( 3.41), ( 3.28), ( 3.27) SNS., SNS, SNS, SNS, SNS

88. SNS.. 4 11 SNS SNS SNS ( : ( )) SNS SNS 3.40(.961) 3.90(.812) 2.55(.974) 3.41(.893), 3.74(.867) 3.79(.839) 3.05(1.063) 3.61(.899) 3.48(.944) 2.90(.994) 3.15(1.103) 2.95(.995) 3.76(.863) 3.35(.926) 3.33(.910) 3.27(.947) 3.08(.999) 3.07(.934) 3.32(.920) 3.47(.887) 3.14(.973) 3.09(.900) 3.37(.967) 3.53(.860) 3.41(.944) 3.49(.894) 3.67(.766) 3.30(.901) 3.09(1.005) 3.37(.979) 2.49(1.114) 3.46(.914) 3.29(.975) 3.46(.975) 2.81(.938) 3.05(.978) 2.92(.992) 2.91(.950) 3.29(.872) 2.93(1.022) 3.12(.935) 2.81(.961) 2.96(1.011) 3.28(1.040) 3.01(.966) 2.92(.941) 2.55(.974 3.24(.905) 3.02(1.008) 2.83(.972) 2.89(.994) 3.27(.894)

4 SNS(Social Network Service) 89 6. SNS SNS. ( 44.3%, 40.3%) ( 15.3%, 7.3%), SNS SNS, SNS ( 26.6%, 28.2%, 21.7%) ( 27.4%, 30.7%, 19.3%). SNS SNS. SNS SNS. SNS. 4 12 ( : (%)) 3(2.4%) 16(12.9%) 42(33.9%) 32(25.8%) 23(18.5%) 8(6.5%) SNS SNS SNS 4(3.2%) 29(23.4%) 55(44.4%) 23(18.5%) 11(8.9%) 2(1.6%) 6(4.8%) 29(23.4%) 49(39.5%) 26(21%) 12(9.7%) 2(1.6%) 5(4.0%) 22(17.7%) 67(54%) 17(13.7%) 7(5.6%) 6(4.8%) 9(7.3%) 65(52.4%) 34(27.4%) 16(12.9%)

90 7.. (following) (following) (follower) 33.6%(36 ),, 28%(30 ), 25.2%(27 ), 12.1%(13 ), 9%(1 ). 4 13 (Following) (Following) N(%) 13(12.1%) 36(33.6%) 30(28%) 27(25.2%) 1(9%). SNS 1, 5. ( 3.91) ( 3.90), ( 3.78) ( 3.73), ( 3.66), ( 3.63), ( 3.54), ( 3.42), (tool) ( 3.20).

4 SNS(Social Network Service) 91,,. 4 14 ( ) 3.78(.828) 3.66(.764) 3.54(.839) 3.73(.808) 3.63(.841) (tool) 3.20(.916) 3.90(.686) 3.91(.708) 3.42(1.082) 2 SNS SNS SNS. 1. SNS SNS. SNS. 1, 5 5, SNS 3.22, SNS 3.33, SNS 2.87, 3.48.

92 SNS. SNS, SNS (F =4.86 p.<.01)., (Scheffe) SNS SNS, SNS SNS, SNS SNS. SNS SNS. SNS, SNS. 4 15 SNS * p. <.01 F 18.237 3 6.079 473.621 818.649 9.370* 491.858 821 4 16 SNS ( ) SNS SNS SNS SNS Scheffe, c a, c b, c d (p<.05). ( ) 3.22(.813) a 3.33(.784) b 2.87(.875) c 3.48(.811) d

4 SNS(Social Network Service) 93 2. SNS 1, 5 5. SNS 3.23, SNS 3.50, SNS 3.06, SNS 3.34. SNS, SNS (F =4.86 p. <.01). (Scheffe), SNS SNS. SNS SNS. 4 17 SNS SNS * p. <.01 F 10.663 3 3.554 363.137 818.732 4.855* 373.800 821 4 18 SNS ( ) SNS 3.23(.863) a SNS 3.50(.864) b SNS 3.06(.864) SNS 3.34(.844) Scheffe, a b (p<.05).

94 SNS SNS. 3. SNS. SNS 12.5%(36 ), 31.6%(91 ), 43.1%(124 ), 12.9%(37 ). SNS 14.7%(48 ), 52.1%(170 ), 26.4%(86 ), 6.7%(22 ). SNS 8.3%(7 ), 23.8%(20 ), 21.4%(18 ), 46.4%(39 ). SNS 15.3%(19 ), 34.7%(43 ), 31.5%(39 ), 18.5%(23 ). SNS, SNS. SNS,. SNS

4 SNS(Social Network Service) 95 12.9%, 18.5%, 10 9 8., SNS 10 4 5 SNS. 4 19 SNS SNS SNS SNS SNS 36(12.5%) 91(31.6%) 124(43.1%) 37(12.9%) 48(14.7%) 170(52.1%) 86(26.4%) 22(6.7%) 7(8.3%) 20(23.8%) 18(21.4%) 39(46.4%) 19(15.3%) 43(34.7%) 39(31.5%) 23(18.5%) ( : ) 288 (100%) 326 (100%) 84 (100%) 124 (100%) 4. SNS SNS 1, 5 5, SNS 2.75, SNS 3.06, SNS 2.17, SNS 2.78. SNS, SNS (F

96 =11.271, p<.01). (Scheffe) SNS SNS, SNS SNS, SNS SNS. SNS SNS, SNS SNS. SNS SNS SNS. SNS SNS. 4 20 SNS * p<.01 F 25.323 3 8.441 453.833 818.749 11.271* 479.156 821 4 21 SNS ( ) ( ) SNS 2.75(.806) a SNS 3.06(.904) b SNS 2.17(.937) c SNS 2.78(1.061) d Scheffe, a c, a b, b c (p<.05).

4 SNS(Social Network Service) 97 5. SNS. SNS 36.2%(148 ). 24.2%(99 ), SNS 20.5%(84 ). SNS 6.8%(28 ), 5.6%(23 ), 2.2%(9 ), 1.7%(7 ), SNS 1.2% (5 ). SNS SNS. SNS, SNS. 4 22 N(%) SNS 84(20.5%) SNS 148(36.2%) SNS 5(1.2%) SNS 28(6.8) 99(24.2%) 23(5.6%) 7(1.7%) 9(2.2%) 6(1.5%) 409

98 6. SNS SNS. SNS SNS, SNS. SNS 1, 5 5. SNS 2.73, SNS 3.00, SNS 2.13, SNS 2.66. 4 23 SNS F 23.102 3 7.701 523.699 818.864 8.911* 546.802 821 * p<.01 4 24 SNS ( ) SNS SNS SNS ( ) 2.73(.881) a 3.00(.972) b 2.13(1.014) c SNS 2.66(.938) d Scheffe, a b, a c, b c (p<.05). SNS, SNS (F =8.911, p<.01)., (Scheffe) SNS

4 SNS(Social Network Service) 99 SNS, SNS SNS SNS., SNS SNS, SNS SNS.. SNS SNS. 1, 5 5, SNS 3.57, SNS 3.24, SNS 3.05, SNS 2.93. SNS, SNS (F =12.545, p<.01)., (Scheffe) SNS SNS, SNS SNS. SNS SNS SNS. SNS. 4 25 SNS SNS * p<.01 F 26.297 3 8.766 424.109 818.699 12.545* 450.406 821

100 4 26 SNS ( ) SNS SNS SNS SNS Scheffe, a b, a d (p<.05). ( ) 3.57(.852) a 3.24(.819) b 3.05(.659) c 2.93(.884) d., SNS? 1, 5 5. SNS SNS 2.76, SNS 2.78, SNS 2.76, SNS 3.21. SNS, SNS (F =2.967, p<.05). (Scheffe) SNS SNS, SNS SNS., SNS SNS SNS. SNS,.

4 SNS(Social Network Service) 101 4 27 SNS * p<.05 F 7.831 3 2.61 532.408 818.877 2.967* 540.239 821 4 28 SNS ( ) SNS SNS SNS SNS Scheffe, a d, b d (p<.05). ( ) 2.76(.919) a 2.78(.969) b 2.76(.752) c 3.21(.914) d. SNS SNS. SNS SNS. 1, 5, SNS SNS 2.79, SNS 3.36, SNS 2.54, SNS 2.92. SNS, SNS (F =19.661, p<.01)., (Scheffe) SNS SNS SNS SNS SNS. SNS

102 SNS SNS SNS., SNS SNS. 4 29 SNS SNS * p <.01 F 51.935 3 17.312 525.665 818.881 19.661* 577.601 821 4 30 SNS ( ) ( ) SNS 2.79(.930) a SNS 3.36(.947) b SNS 2.54(1.127) c SNS 2.92(.941) d Scheffe, b a, b c, b d (p<.05).. SNS SNS SNS. SNS.. SNS SNS,

4 SNS(Social Network Service) 103 33.3%(136 ), 8.6%(35 ), 24.9%(102 ), 1.2%(5 ), 2.2%(9 ), 0.2%(1 ). SNS. 4 31 SNS N(%) 136(33.3%) 35(8.6%) 102(24.9%) 5(1.2%) 9(2.2%) 1(0.2%) 288(100%) SNS SNS 17.5%(57 ), 15.3%(50 ), 4.6%(15 ), 61% (199 ), 0.6%(2 ), 0.9%(3 ). SNS SNS.

104 4 32 SNS N(%) 57(17.5%) 50(15.3%) 15(4.6%) 199(61%) 2(0.6%) 3(0.9%) 326(100%) SNS SNS 35.7% (30 ) 13.1%(11 ), 2.4%(2 ), 10.7%(9 ), 3.6%(3 ), 2.4%(2 ), 10.7%(9 ). SNS 4 33 SNS N(%) 30(35.7%) 11(13.1%) 2(2.4%) 9(10.7%) 3(3.6%) 2(2.4%) 9(10.7%) 84(100%)

4 SNS(Social Network Service) 105. SNS SNS 16.1%(20 ), 36.3%(45 ), 22.6%(28 ), 19.4%(24 ), 3.2%(4 ), 2.4%(3 ). SNS SNS,. 4 34 SNS N(%) 20(16.1%) 45(36.3%) 28(22.6%) 24(19.4%) 4(3.2%) 3(2.4%) 124(100%). 45.2%(185 ), 54.8%(224 )

106. 4 35 185(45.2%) 224(54.8%). SNS SNS 37.8%(70 ), SNS 15.2%(28 ), 27.6%(51 ), SNS ( ) 18.9%(35 ), 0.5%(1 ). SNS SNS. 4 36 SNS 70(37.8%) SNS 28(15.2%) 51(27.6%) SNS ( / ) N 35(18.9%) 1(0.5%) 185(100%)

4 SNS(Social Network Service) 107 3 SNS 1. 3 SNS., SNS,. 28.7%(311 ), 26.2%(284 ), 18.3%(198 ), 12.5%(136 ), 4.9%(53 ), 4.4%(48 ), 1.4%(15 ), UCC 1.3%(14 ), 2.3%(25 ).,. 4 37 ( ) N 311(28.7%) 284(26.2%) 198(18.3%) 136(12.5%) 53(4.9%) 48(4.4%) 15(1.4%) UCC 14(1.3%) 25(2.3%) 1084(100%)

108 2. 25 SNS 37%(142 ), SNS 36%(138 ), 16.1%(62 ), SNS 8.6%(33 ), SNS 1.0%(4 ), 1.3%(5 ). SNS SMS,. SNS SNS,. 4 38 N SNS 138(36.0%) SNS 142(37.0%) SNS 4(1.0%) SNS 33(8.6%) 62(16.1%) 5(1.3%) 384(100%) 3. SNS SNS 1, 5 5.,

4 SNS(Social Network Service) 109 SNS 3.43, SNS 3.23, SNS 3.12, SNS 2.98. SNS, SNS (F =12.755, p<.01)., (Scheffe) SNS SNS SNS SNS, SNS SNS. 4 39 SNS SNS * p<.01 F 19.344 3 6.448 413.528 818.506 12.755* 432.872 821 4 40 SNS ( ) ( ) SNS 3.43(.690) a SNS 3.23(.698) b SNS 3.12(.782) c SNS 2.98(.743) d 3.25(.726) Scheffe, a b, a c, a d, b d (p<.05).

110, SNS, SNS. SNS 140. 4. SNS. SNS.. 1, 5 5, 3.10(.843) SNS. 4 41 SNS ( ) N SNS 164(30.7%) SNS 160(29.9%) SNS 23(4.3%) SNS 51(9.5%) 10(1.9%) 127(23.7%) SNS. SNS 30.7%(164 ), SNS 29.9%(160 ). SNS

4 SNS(Social Network Service) 111 4.3%(23 ), SNS 9.5%(51 ). 23.7%(127 ). 10 7 8 SNS.. SNS, SNS., 45.4%(193 ), 34.1%(145 ). 13.9%(59 ), 6.1%(26 ), 0.5%(2 ).. 4 42 ( ) N ( ) 145(34.1%) 193(45.4%) 59(13.9%) 26(6.1%) 2(0.5%). SNS SNS. SNS 17.7%(29 ), 82.3%(135 ), SNS 28.1%(45 ), 71.9%(115 ), SNS

112 21.8%(5 ), 78.2%(18 ). SNS 15.7%(8 ), 84.3%(43 ), 30%(3 ), 70%(7 )., SNS, 10 2 3. 4 43 SNS 29(17.7%) 135(82.3%) 164(100%) SNS 45(28.1%) 115(71.9%) 160(100%) SNS 5(21.8%) 18(78.2%) 23(100%) SNS 8(15.7%) 43(84.3%) 51(100%) 3(30%) 7(70%) 10(100%).. 31.5%(129 ), 68.5%(280 ),, 47.2%(193 ), 52.8%(216 ). 33.3%(136 ), 66.7%(273 ), 80.4%(329 ), 19.6%(80 ). 16.9%(69 ), 83.1%(340 ), 28.9% (118 ), 71.1%(291 ).

4 SNS(Social Network Service) 113,,,. 1/3, 10 3. 4 44 129(31.5%) 280(68.5%), 193(47.2%) 216(52.8%) 136(33.3%) 273(66.7%) 329(80.4%) 80(19.6%) 69(16.9%) 340(83.1%) 118(28.9%) 291(71.1%) 4 SNS SNS 4 SNS SNS. SNS,,,.

114 1. SNS SNS SNS, ( ), ( ),. 5.. (α).814. SNS, SNS 3.38, SNS. SNS 3.30, SNS 3.27, SNS 2.67. SNS, (F =12.558, p<.001)., (Scheffe) SNS SNS. SNS SNS. 4 45 SNS * p<.05 F 6.67 3 2.222 380.534 818.633 3.509* 387.2 821

4 SNS(Social Network Service) 115 4 46 SNS ( ) ( ) / ( ) / SNS SNS SNS SNS 3.38(.778) 3.25(.799) 3.01(.871) 3.29(.804) 3.36(.861) 3.22(.789) 2.95((.877) 3.31(.876) 3.62(.817) 3.42(.836) 3.29(.886) 3.31(.859) 3.38(.778) a 3.27(.805) b 2.67(.985) c 3.30(.803) d Scheffe, a c (p<.05). 2. SNS,, 5., (α).903,. SNS SNS 2.83, 2.81, SNS(2.75) SNS(2.25)., SNS (F =1.518, p=209).

116 4 47 SNS ( ). SNS SNS SNS SNS 2.83(.975) 2.76(.990) 2.52(.975) 2.94(.931) 2.85(.982) 3.01(1.107) 2.85(.925) 3.19(.968) 2.69(.917) 2.70(.962) 2.70(.941) 3.06(1.050) 2.83(.975) 2.75(1.005) 2.25(.866) 2.81(.932) 3. SNS SNS,,, 3 5. (α).890, SNS., SNS SNS 3.82, 3.77 3.48 SNS 3.40 SNS., SNS (F =12.558, p<.001). (Scheffe) SNS SNS SNS, SNS SNS

4 SNS(Social Network Service) 117 SNS. SNS SNS SNS SNS. 4 48 SNS * p<.01 F 22.228 3 7.409 482.628 818.590 12.558* 504.856 821 4 49 SNS ( ) SNS SNS SNS SNS 3.45(.753) 3.86(.790) 3.04(.870) 3.73(.714) 3.41(.791) 3.72(.819) 3.13(.833) 3.80(.754) 3.63(.763) 3.67(.777) 3.21(.793) 3.73(.124) 3.48(.774) a 3.40(.788) b 3.77(.700) c 3.82(.744) d Scheffe, a c d, b c d (p<.05). 4. SNS,,

118,,,, 5 5. (α).789,., 3.76,, 3.64, 3.33, 3.45, 3.75. 4 50 SNS ( ) ( ) 3.76(.759), 3.64(.816) 3.33(.869) 3.45(.842) 3.75(.812),, 5

4 SNS(Social Network Service) 119. (α).791., 3.64, 3.41, 3.24, 3.69, 3.58, 3.86, 3.27. 4 51 ( ) ( ) 3.64(.802) 3.41(.856) 3.24(.891) 3.69(.770) 3.58(.740) 3.86(.810) 3.27(.815) 5.,,,

120, 4 5., (α).815. SNS 3.52, SNS 3.45, SNS (3.31) SNS., SNS (F =2.487, p=.059). 4 52 SNS ( ) SNS SNS SNS SNS 3.43(.780) 3.11(.843) 3.10(.873) 3.40(.900) 3.69(.799) 3.45(.906) 3.44(.855) 4.02(.831) 3.07(.957) 2.94(.967) 2.64(.952) 3.00(.963) 3.32(.869) 3.33(.900) 3.01(.799) 3.73(.920) 3.45(.825) 3.31(.900) 3.52(.814) 3.30(.928), SNS,, SNS.

4 SNS(Social Network Service) 121 SNS SNS,,, SNS SNS. SNS SNS. 4 53 SNS SNS SNS.516*.448* R².266 SNS SNS.544*.540* R².296 SNS SNS.382.463 R².064 SNS SNS.402** R².162 SNS.516*.667* R².266* SNS.538*.456* R².289*.336**

122 SNS SNS SNS SNS.206.286 R².049 SNS SNS.050.150 R².003 SNS.510*.496* R².260* SNS.496*.526* R².246* SNS.102.908 R².013 SNS.907.080 R².012.441*.452*.343*.385*.127.121.028.119 R².194*.118*.013.000.527*.613*.456*.607*.150.144.161.127 p<.01* p<.05** R².278*.208*.013.013

5 123 5 1 CMC 2 CMC.,..,, (bandwidth) (Daft, Lengel, 1984), (Trevino, Lengel, Bodensteiner, Gerloff, & Muir, 1990).,,,.,. CMC.. SNS,,,.

124,.,.. SNS.,,,,, SNS.,,,,.. SNS. SNS. CMC,..,..

5 125,,., (Walther, 1993),, 8).., ( ) (Walther, 1996),,.,. (socio contextual cues).,,, (Short et al., 1976). 8),.

126, (Short, Williams, & Christie, 1976).,,... SNS,,., SNS (Kim & Yun, 2007).,,,.,,.,,..

5 127?.. CMC. 2,.,.,,,,,,..,,,. 1 1,,.....

128,...,..,.,,. (unfollow) (weak tie, Putnam, 2000),. PC.,.,, 1.

5 129..,..,,...,.,..,,.,,.,

130.. 5 1 이용동기 s 정보적동기-정보습득동기 -정보유통동기 s 사회적동기-이슈파악동기 -여론형성동기 s 대인적동기-관계형성동기 -소통/ 대화동기 메시지생산 s 사회적이슈 s 관심주제 s 소소한일상사 마이크로블로그특성 s 콘텐츠 -가벼운콘텐츠 -다양한 / 유용한콘텐츠 -실시간콘텐츠 s 서비스 -확장성 -pc와모바일의연계 s 효과 -정보파급력 -개방형대화 / 소통 -인맥형성 메시지이용 s 리스트관리 - 정보많은트윗 - 관심주제트윗 - 맞팔 / 지인 s 현재글읽기 대인관계형성 + 상대방정보가풍부한만남 + 관계형성의선택권이있는만남 + 편견없는만남 / 부담없는만남 - 약한결속 - 감정전달의어려움 정보공유를통한집단의견의확산,,,

5 131.,,.,.,,. 3 SNS SNS SNS SNS. SNS SNS SNS, SNS, SNS. 3 SNS. SNS. SNS, SNS, SNS, SNS., SNS SNS.

132 SNS, SNS SNS, SNS. SNS, SNS. SNS., SNS 140,., SNS SNS..,,..,,. SNS. SNS SNS,. SNS.

5 133, SNS,,. SNS SNS 10 9 8,., SNS SNS. SNS. SNS SNS SNS.. SNS SNS. SNS,. SNS SMS,. SNS,..,.. SNS SNS

134., SNS, SNS. SNS 140. SNS,., SNS, 10 7 8 SNS..,,. 1/3, 10 3.. 5 1 SNS SNS SNS SNS / / < > > < < SNS SNS SNS SNS

5 135 4,..,.. (Mill,, 2007).,,.,....

136...,....,,,..,,....,...,.

5 137.....,.,,..,,.,.,,,..,,..,,.

138.,, (, 2009)..,...

139, (interactivity) :, 21-2, 2007. 46 97., ;,, 19-2, 2005. 419 460., CMC(Computer Mediated Communication),, 46, 4, 2003. 76 106., CMC,, 49, 4, 2005., : (Mediated Interpersonal Communication),, 50, 3, 2006.,, UCC; UCC,, 25-2, 2008., :,, 1998.,,, 1998.,., 50, 2, 2006.,,, 44, 2, 2000. 65 92., :,,, 2-1, 2006. 93 126.,,, 2008. 12., UCC : UCC UCC

140,, 25-2, 2008. 295 329.,, UCC,, 25-2, 2008. 217 219.,,, 2004.,,, 8-3, 1998., (Social Media), 2009 Social Communication Media, 2009. 35 57.,, 2003., UCC : UCC,, 7-3, 2006. 247 259.,, 1998., KISDI :,, 2008.,,,, Journal of Information Technology Applications & Management, 14-2, 2007. 27 47., :,, 44-4, 2000. 172 300.,, 1, 1-2, 2003. 111 139.,,, weekly, LG business Insight, 2009. 7. 29 Biocca, F., Burgoon,. J., Harms, C., Stoner, M., Criteria and Scope conditions for a

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