뷰티 1인 미디어에서의 정보품질 및 네트워크 품질이 동조성 및 정보확산행동에 미치는 영향관계 연구

In the beauty field, the use of one-person media is becoming more active in sharing new forms of information and relationships different from past online services. Therefore, this study attempted to develop the quality of information and network quality in beauty one-person media, and to investigate the structural impact of these attributes on information diffusion behavior through conformity. Therefore, in this study, 400 users who actually experienced beauty information (subscriber, exposure to experience information, comments on member information, etc.) were selected as a sample, and reliability verification, validity verification, measurement model analysis, and path analysis were conducted to verify the research problem using SPSS ver.23.0 and AMOS ver.23.0. The results of this study are as follows. First, information internality of information quality had a significant effect on social conformity, but information situationality and information accessibility did not significantly affect social conformity in beauty one-person media. In addition, information internality and information situationality had a significant effect on informational conformity, but information accessibility did not significantly affect informational conformity. Second, network activity, network similarity, and network expectations of network quality in beauty one-person media all had a significant effect on social conformity. In addition, network activity, network similarity, and network expectation all had a significant effect on informational conformity. Third, the social conformity and informational conformity all had a significant effect on the information diffusion behavior in beauty one-person media.