'스포츠 7330' 캠페인의 정책소통이 정책지지와 SNS 활동의도에 미치는 영향연구

Abstract

The purpose of this study is to investigate the effects that policy communication has in the 'Sports 7330' campaign and the influence it has regarding the SNS activities of policyholders. In order to achieve the goals of this research, we set up various research spots across South Korea and surveyed the same percentage of populace in each area of study. The data was collected from several metropolitan areas as well as the Gangwon, Chungcheong, Jeolla, and Gyeongsang Provinces. Data from the Jeju Province was excluded. Among these areas, a total of 824 survey samples were used for the purpose of this study. The statistics program R was used to process the data collected. Correlation analysis and structural equation modeling methods were conducted to verify the hypothesis. By the use of these above research methods and processes, the following results were obtained. Policy communication within the 'Sports 7330' campaign was found to have a moderate effect on the policy support's influence within SNS activities. Among the sub-factors of policy communication, 'Promotion of the Policy Authorities' was the only one to not have a positive influence on policy support. The other four sub-factors, the 'Communication Attitude of Policy Authorities', the 'Media Communication Activities', the 'Communication Activities of Policyholders', and the 'Communication Activities of Policy Authorities', all had positive influences on policy support which resulted in a noticeable effect on SNS activities. In conclusion, it was found that the sub-factors of policy communication did indeed have an influence on the SNS activities of policyholders. Because of exploratory research limitations there will be very much needed follow-up research to find a clearer definition of policy communication using the same methodology which was used in this study.