뷰티 크리에이터 미디어의 공동가치창출 요인이 참여자 인게이지먼트와 집단유효성에 미치는 영향 관계 연구

This study aimed to identify the structural influence relationships between the factors of value co-creation in beauty creator media (experiential, personalized, relational dimensions), participant engagement (conscious participation, passion, social interaction), and collective effect (collective efficacy). For this purpose, a sample of 364 individuals who have recently shared and participated in beauty content within beauty creator media was collected. The collected data was analyzed using SPSS and AMOS statistical packages to perform frequency analysis, reliability and validity verification, measurement model analysis, and path analysis to test the hypotheses. The results were as follows: First, the experiential, personalized, and relational dimensions of value co-creation factors in beauty creator media significantly influenced conscious participation. Second, the experiential, personalized, and relational dimensions of value co-creation factors in beauty creator media significantly influenced passion. Third, the analysis of the relationships among participant engagement factors in beauty creator media revealed significant influences between conscious participation and passion, conscious participation and social interaction, and passion and social interaction. Fourth, social interaction in beauty creator media significantly influenced collective efficacy. These results suggest that an important theoretical framework can be provided in relationship marketing with beauty consumers and in studies on the acceptance of beauty creator media, through the discovery of key antecedent variables and a process-oriented approach to the hierarchical formation of user responses.