부산대학교 도서관

The purpose of this study is to provide an in-depth analysis of the micro-usage motives of social media for Korean and Japanese university students who are closely related to geography and culture. As a research method, social media micro-usage motives was extracted through previous research and (in-group and individual) in-depth interview. Statistical analysis was applied to the extracted variables to confirm the validity and reliability, respectively. As a result, it can be seen that the social media users, who are Korean and Japanese University students, showed the presence of themselves through micro-usage motives, express themselves, and are continuously operated by the recognition and sympathy of others. As a result of the statistical analysis on the measurement factors, in Korea, both ‘posting’ and ‘liking’ showed the highest informationAseeking motive, whereas the recreational motive was the highest in Japan. The newly extracted affectivel motive in this study was high in both Korea and Japan. This is a new proof of the affective factors that what social media gives users are becoming increasingly important. However, relational motive, which was considered to be the most important motive in previous studies, was low in both Korea and Japan. This result reflects the tendency of various social media to appear and motivate users to use or change their values. In the case of cognitive motive extracted as a new motive in this study, Koreans were higher in posting motivation, while Japan was relatively lower. But the relative motive was the lowest in both Korea and Japan. The results of this study can provide a new interpretation of the micro-usage motives for using social media among university students in the two countries, and the micro-usage motives analyzed in this study provides an important criteria for examining social media effects.