earticle

영어

The current study raised an urgent need for studying smart phone which has prevailed Korean society not as a simple communication tool but as a new way of communication mode. Smart phone is one of the key media in marketing, PR, political activities in Korean society recently. Based on the previous literature, we expected the media audiences’ gratifications sought and gratifications obtained on smart phone and internet. Results showed that smart phone could be the useful medium in speedy responses, self-expression as a tool of social communication, rest and so on, In details, five elements of smart phone users’ gratifications sought were deducted such as ‘speedy response’, ‘acquiring info’, ‘rest/companion role’, ‘self-expression’, and ‘social interactivity’. Among these, ‘speedy response’ is the most distinguishing factor comparing with internet. Secondly, four elements of smart phone users’ gratifications obtained were deducted such as ‘speedy response/social interactivity’, ‘rest/companion role’, ‘self-expression’, and ‘acquiring info’. Among these, ‘self-expression’ is the most distinguishing factor comparing with internet. Thirdly, t-test between smart phone users’ gratifications sought and gratifications obtained were shown that all elements of gratifications obtained were higher than gratifications sought. Therefore, smart phone could be the strong and useful medium among audience. Limitations and suggestions for future study were discussed thereafter. ‘rest/companion role’, ‘self-expression’, and ‘social interactivity’. Among these, ‘speedy response’ is the most distinguishing factor comparing with internet. Secondly, four elements of smart phone users’ gratifications obtained were deducted such as ‘speedy response/social interactivity’, ‘rest/companion role’, ‘self-expression’, and ‘acquiring info’. Among these, ‘self-expression’ is the most distinguishing factor comparing with internet. Thirdly, t-test between smart phone users’ gratifications sought and gratifications obtained were shown that all elements of gratifications obtained were higher than gratifications sought. Therefore, smart phone could be the strong and useful medium among audience. Limitations and suggestions for future study were discussed thereafter.

한국어

빠른 성장세를 보이는 스마트폰이 마케팅, PR, 정치적 활동 등을 위한 주요 매체로 떠오르고 있어 효과적으로 이에 접근하기 위한 정보를 제공해 줄 수 있는 연구들이 많이 필요한 상황이다. 본 연구에서는 스마트폰 이용자들이 스마트폰을 통해 얻고자 하는 충족과 획득 충족이 무엇인지를 밝히되, PC를 통한 인터넷 이용과의 비교를 통해 그 특징을 명확히 하고자 하였다. 분석결과는 다음과 같다. 첫째, 스마트폰에 대해 추구 충족은 ‘즉시성’, ‘정보 획득’, ‘휴식/동반자역’, ‘자기표현’이라는 4개의 요인이 추출되었다. 모바일 기기의 특성에 맞추어 빠르고 실시간적인 정보를 얻고자 하는 ‘즉시성’이 가장 높은 평균을 나타냈으나 아직까지 ‘정보획득’에 있어서는 PC를 이용한 인터넷에 대한 기대가 더 높음을 알 수 있었다. 둘째, 스마트폰에 대한 획득 충족은 총 4개의 요인으로 구성되었으며, ‘즉시성/사회적 상호작용’, ‘휴식/동반자역’, ‘자기 표현’, ‘정보 획득’ 순으로 높게 나타났다. 인터넷과의 비교에서는 ‘자기 표현’ 요인만이 통계적으로 유의한 차이를 나타냈는데 인터넷에서 얻는 충족이 더 높게 나타났다. 셋째, 스마트폰에 대한 추구 충족과 획득 충족간의 평균차 검증에서 ‘자기 표현’, ‘휴식/동반자역’, ‘정보획득’ 모든 요인에서 획득 충족이 높은 것으로 나타났다. 따라서 향후 스마트폰에 대한 노출이 더 많아질 가능성을 보여주었다. 아울러 이 연구의 제한점과 후속 연구를 위한 제언을 제시하였다.