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  • P-ISSN1013-0799
  • E-ISSN2586-2073
  • KCI

ISSN : 1013-0799

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Vol.42 No.4

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The Mediator Effect of Consumer Innovativeness in the Relationship Between Critical Media Literacy and Information Sharing

Journal of the Korean Society for Information Management / Journal of the Korean Society for Information Management, (P)1013-0799; (E)2586-2073
2025, v.42 no.4, pp.159-181
https://doi.org/10.3743/KOSIM.2025.42.4.159
Yoonhee Choi (Korea Institute of Human Resources Development in Science and Technology)
Yoo Kyung Jeong (Myongji University)
Choi, Y., & Jeong, Y. K. (2025). The Mediator Effect of Consumer Innovativeness in the Relationship Between Critical Media Literacy and Information Sharing. , 42(4), 159-181, https://doi.org/10.3743/KOSIM.2025.42.4.159

Abstract

This study analyzed the effect of critical media literacy on information sharing, mediated by consumer innovativeness, utilizing data from the 2024 Korean Media Panel Survey. Consumer innovativeness was first divided into four dimensions—functional, hedonic, social, and cognitive innovativeness—and structural equation modeling was utilized to verify the respective paths. The results showed that critical media literacy had positive (+) effects on all four types of innovativeness, with the strongest effect observed on cognitive innovativeness. However, the effects of consumer innovativeness on information sharing varied: hedonic innovativeness and social innovativeness significantly facilitated information sharing, while cognitive innovativeness showed a negative (-) effect. These findings suggest that critical media literacy competency enhances consumers’ innovative tendencies, whereas the patterns of information sharing can differ depending on the type of innovativeness. Specifically, the inhibitory effect of cognitive innovativeness on information sharing suggests a dual consequence: the positive effect of preventing indiscriminate information proliferation and the concurrent negative risk of avoiding sharing altogether.

keywords
information sharing, consumer innovativeness, critical literacy, media literacy, Korean Media Panel Survey
Received
2025-11-19
Revised
2025-12-02
Accepted
2025-12-09
Published
2025-12-30

Journal of the Korean Society for Information Management

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