데이터시각화를 위한 국내 경제지의 인포그래픽 활용 및 독자 만족도 연구

Abstract

이 연구는 데이터 시각화를 위한 국내 경제신문 인포그래픽 활용 현황과 이에 대한 독자만족의 관계를 파악하는 것을 목적으로 한다. 이러한 목적을 달성하기 위해서 문헌 연구와 설문지 분석을 통해 독자의 만족도를 확인하였다. 설문 대상은 서울특별시 관악구와 동작구에 거주하는 주민 150명을 임의로 추출하였다. 조사기간은 2016년 4월 28일부터 5월 6일까지 9일간이었다. 설문지는 150부 중에서 145부가 회수되었으며 응답 누락 등의 설문지를 제외한 139부를 통계 프로그램 SPSS WIN 18.0을 이용하여 분석을 실시하였다. 실증분석 결과 ‘가설1-1: 신문기사의 유형 중 간결한 스트레이트 기사는 독자만족에 긍정적인 영향을 미칠 것이다’는 유의수준 p=.000, =.182, t-value=3.202로 나타나 통계적 유의성이 있는 것으로 나타났다. 따라서 가설 1-1은 채택되었다. ‘가설 1-2: 신문기사의 유형 중 인터뷰형 기사는 독자만족에 긍정적인 영향을 미칠 것이다’는 유의수준 p=.802>.05로 나타나 기각되었다. ‘가설 1-3: 신문기사의 유형 중 가벼운 에세이형 기사는 독자만족에 긍정적인 영향을 미칠 것이다’는 유의수준 p=.001<.05이므로 채택되었다. ‘가설 1-4: 신문기사의 유형 중 그래프를 이용한 설명기사는 독자만족에 긍정적인 영향을 미칠 것이다’ 역시 유의수준 p=.003<.05이므로 채택되었다. ‘가설 2: 신문기사의 인포그래픽 활용 여부에 대한 이용자들의 신문별 인식은 다를 것이다’를 분석하기 위해서 ANOVA분석을 실시한 결과 소비자들은 같은 신문 내에서도 인포그래픽의 활용에 대한 인식에 차이가 있는 것으로 나타났다. 결국 가설 2는 채택되었다. ‘가설 3: 신문기사의 인포그래픽 활용은 독자만족에 긍정적인 영향을 미칠 것이다’는 채택되었다. ‘가설 4: 신문기사의 인포그래픽 활용이 독자만족에 미치는 영향’에서 인구통계적 특성은 부분적으로 채택되었음을 확인할 수 있었다. 그러나 신문에 대한 독자만족에도 불구하고 뉴스 수용자들이 온라인 포털을 통해 무료로 신문기사를 접하게 되면서 신문시장의 매력도가 점차 저하되기 시작하였으며 발행부수, 광고 규모, 구독률 등 대부분의 지표가 하락하는 등 침체를 벗어나지 못하고 있다. 본 연구를 통해서 신문기사의 인포그래픽 적용은 많은 독자들에게 만족을 주고 있다는 사실에서 알 수 있는 바와 같이 신문사들은 인포그래픽의 활용을 통해서 지금의 어려운 환경을 벗어날 수 있도록 새로운 방안을 모색할 필요가 있다. | This study aims to identify and understand the relationship between the current use of infographics by Korean economic newspapers and subsequent customer satisfactions for data visualization. For the purpose of this study, literatures were reviewed and a survey was conducted to examine and verify the level of customer satisfactions. 150 subjects were randomly selected among the residents of Gwanak-gu and Dongjak-gu in Seoul. The survey was conducted for 9 days from April 28th to May 6th, 2016. 145 copies were retrieved from a total of 150 questionnaires that were distributed. After excluding the insufficiently filled out copies, 139 questionnaires were analyzed by using a statistical program, SPSS WIN 18.0. The empirical analysis led to several findings. Hypothesis 1-1, "Straight news stories, which are commonly delivered in a concise manner from various types of newspaper articles, are bound to bring positive impacts on readers' satisfaction," was statistically significant and was accepted (p=.000, ß =.182, t-value=3.202). Hypothesis 1-2, "Interview stories are bound to bring positive impacts on readers' satisfaction," was not statistically significant and was not accepted (p=.802>.05). Hypothesis 1-3, "Light and essay-like stories from various newspaper articles are bound to bring positive impacts on readers' satisfaction," was statistically significant and was accepted (p=.001<.05). Hypothesis 1-4, "Commentary stories accompanied by graphics from various newspaper articles are bound to bring positive impacts on readers' satisfaction," was also statistically significant and accepted (p=.003<.05). After conducting ANOVA Analysis to analyze hypothesis 2, "Readers' perception on the use of infographics on newspaper articles may vary depending on the newspapers", it was found that readers display different perceptions on the use of infographics within the same newspaper. Consequently, hypothesis 2 was accepted. Hypothesis 3, "The use of infographics on newspaper articles is bound to bring positive impacts on readers' satisfaction", was also accepted. Hypothesis 4, "The impacts on readers' satisfaction by the use of infographics at newspaper articles" verified that demographic characteristics were partially adopted. Despite the readers' satisfaction on newspapers, however, the attractiveness of the newspaper market has been gradually deteriorated as the news consumers now have more access to newspaper articles for free through internet websites. This leads to prolonged stagnation where all indexes, including circulations, advertisement volumes, and subscription rates, to fall significantly. As analyzed by this study, it is clearly revealed that the application of infographics on newspaper articles delivers satisfactions to many readers. It is necessary for the newspaper companies to find a new strategy to overcome the current turbulent environment by fully utilizing infographics.; This study aims to identify and understand the relationship between the current use of infographics by Korean economic newspapers and subsequent customer satisfactions for data visualization. For the purpose of this study, literatures were reviewed and a survey was conducted to examine and verify the level of customer satisfactions. 150 subjects were randomly selected among the residents of Gwanak-gu and Dongjak-gu in Seoul. The survey was conducted for 9 days from April 28th to May 6th, 2016. 145 copies were retrieved from a total of 150 questionnaires that were distributed. After excluding the insufficiently filled out copies, 139 questionnaires were analyzed by using a statistical program, SPSS WIN 18.0. The empirical analysis led to several findings. Hypothesis 1-1, "Straight news stories, which are commonly delivered in a concise manner from various types of newspaper articles, are bound to bring positive impacts on readers' satisfaction," was statistically significant and was accepted (p=.000, ß =.182, t-value=3.202). Hypothesis 1-2, "Interview stories are bound to bring positive impacts on readers' satisfaction," was not statistically significant and was not accepted (p=.802>.05). Hypothesis 1-3, "Light and essay-like stories from various newspaper articles are bound to bring positive impacts on readers' satisfaction," was statistically significant and was accepted (p=.001<.05). Hypothesis 1-4, "Commentary stories accompanied by graphics from various newspaper articles are bound to bring positive impacts on readers' satisfaction," was also statistically significant and accepted (p=.003<.05). After conducting ANOVA Analysis to analyze hypothesis 2, "Readers' perception on the use of infographics on newspaper articles may vary depending on the newspapers", it was found that readers display different perceptions on the use of infographics within the same newspaper. Consequently, hypothesis 2 was accepted. Hypothesis 3, "The use of infographics on newspaper articles is bound to bring positive impacts on readers' satisfaction", was also accepted. Hypothesis 4, "The impacts on readers' satisfaction by the use of infographics at newspaper articles" verified that demographic characteristics were partially adopted. Despite the readers' satisfaction on newspapers, however, the attractiveness of the newspaper market has been gradually deteriorated as the news consumers now have more access to newspaper articles for free through internet websites. This leads to prolonged stagnation where all indexes, including circulations, advertisement volumes, and subscription rates, to fall significantly. As analyzed by this study, it is clearly revealed that the application of infographics on newspaper articles delivers satisfactions to many readers. It is necessary for the newspaper companies to find a new strategy to overcome the current turbulent environment by fully utilizing infographics.