International Journal of Asia Digital Art and Design Association
Online ISSN : 1738-8074
Volume 20 , Issue 3
International Journal of Asia Digital Art and Design Association
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  • Joung Youn Lee
    2017 Volume 20 Issue 3 Pages 63-68
    Published: 2017
    Released: June 12, 2017
    Recently, in SNS user research, users’ personality traits were examined as a factor that influences usage behavior. However, although personality traits are suitable for identifying a single behavior, they have limitations in predicting user’s behavior that derives new functions. On the other hand, Lee Je-Ma’s Sasang typology, which segments people into 4 types (So-Eum, So-Yang, Tae-Eum, and Tae-Yang), considers physiology, pathology, and personality traits according to variations in personality, psychological status, and organ functionality. This explains psychological or behavioral conditions that can be applied to models that can predict or determine the causes of the limitations that must be overcome with the use of personality traits alone. This study evaluates and explores the potential for self-presentation in setting users’ profile pictures(PPs) on Facebook or KakaoTalk according to the Sasang types. An analysis of the profile pictures of users (N = 105) was conducted through participatory research. The experimental results on Facebook showed a significant difference between the So-Eum and So-Yang types (x2 = 17.463, p < 0.001). Most of the users of the So-Eum type use Facebook for self-expression; due to this motivation, they were seen to set self-directed photographs where they looked away from the camera or object/landscape photographs, which present their emotions or status. On the other hand, users of the So-Yang type use Facebook for communication purposes. Hence, they set groups of pictures that suggest their social activity or non-directed self-portraits like ID card photographs in which they are looking at the camera. Based on the above results for Facebook, this study proposes a framework to derive the relationship between self-expression and thought for the type of typology in Facebook and KakaoTalk. A future direction for this study will be conducting large-scale KakaoTalk and Facebook user segmentation surveys and experiments. This study corroborates previous findings about the nature of self-presentation in SNS and offers new insights into new variables for impression management in user segmentation design methods (e.g. persona).
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