A study on the influence of the media contents use and personal characteristics on the perception of marriage: Focusing on pluralistic ignorance

. This study examines the phenomenon of pluralistic ignorance in their perception of marriage among university students, and examines the influence of media usage and personal characteristics on pluralistic ignorance. This study conducted a questionnaire survey of university students. Regression analysis was performed to verify whether media usage and personal characteristics affect pluralistic ignorance. In order to grasp the pure influence of each variable on pluralistic ignorance, a hierarchical regression analysis was conducted to analyze the influence of the independent variable after controlling other predictive variables. As a result of this study, it was found that the degree of involvement in marriage had a positive effect on the pluralistic ignorance of marriage. And as a result of analyzing the effect of media's use of individual content genres on individual's pluralistic ignorance, it was found that the use of drama and film genres of TV had a positive effect on the pluralistic ignorance of marriage perception. And it was found that age had a positive effect on the pluralistic ignorance of marriage. Future research from the perspective of pluralistic ignorance needs to be activated in fields related to various social phenomena or marketing activities.