뷰티 1인 미디어의 가치속성, 네트워크 외부성 및 동조적 모방행동 간의 관계 연구

In This study aimed to examine the spread and performance of information in the beauty one-person media based on the integrated and multi-dimensional value attributes of beauty products and services in the one-person media. To this end, the value attributes of the beauty one-person media were specifically identified and their influence relationship on network externalities and the herding effect(sympathetic imitation behaviors) was structurally examined. Therefore, in this study, 532 people who experienced beauty information activities using the Internet broadcasting of one-person media which produce and service beauty-related contents were selected as a sample. Further, a reliability, validity, measurement model, and path analysis were performed to verify the research problem using SPSS ver. 23.0 and AMOS ver. 23.0. The results of this study are as follows. First, the analysis of the path relationship between the value attribute dimension of beauty one-person media and network externality (social sharing diffusion, social relationship reinforcement), showed that originality, personalization, potential, and interactivity significantly affected social sharing diffusion. However, informativeness did not Furthermore originality, personalization, interactivity, and informativeness significantly affected social relationship reinforcement, but potential did not. Second, the analysis of the path relationship between network externality (social sharing diffusion, social relationship reinforcement) and sympathetic imitation behavior in the beauty one-person media showed that, the social sharing diffusion and social relationship reinforcement significantly affected sympathetic imitation behavior.