Earticle

초록

영어

This study aims to examine the attributes of tutorial content in beauty-oriented one-person media and to analyze their structural effects on subscribers’ conformity, identification, and imitative behavior. A survey was conducted using a convenience sampling method with 397 participants who had prior experience engaging with beauty tutorial content. The data were analyzed through frequency analysis, reliability and validity tests, confirmatory factor analysis, and path analysis using SPSS and AMOS. The results are as follows. First, among the relationships between tutorial content attributes and conformity, continuity, relationality, and potentiality significantly influenced imitative conformity, while creativity, relationality, and potentiality significantly influenced connected conformity. In addition, continuity, relationality, and potentiality significantly influenced comparative conformity. Second, all three types of conformity—imitative, connected, and comparative—had significant positive effects on identification. Third, identification significantly influenced imitative behavior. These results provide practical implications for the beauty industry by offering strategic insights for sustainable content development, while also highlighting the need for educational programs in one-person media training that incorporate conformity and identification mechanisms.

중국어

本研究旨在探明美容类自媒体中教程内容的特性并分析这些特性对订阅者的从众 性认同感及模仿行为产生的结构性影响关系为此以实际使用过美容教程内容的用户为 对象采用便利抽样法进行问卷调查最终收集397份样本并利用SPSS与AMOS统计软件进 行频数分析信效度分析测量模型分析及路径分析研究假设验证结果如下第一美容 自媒体教程内容特性与从众性的关系中持续性关系性潜在性对模仿从众有显著影响创 造性关系性潜在性对联结从众有显著影响持续性关系性潜在性对比较从众有显著 影响第二美容自媒体中从众性与认同感的关系中模仿从众联结从众比较从众均对认 同感产生显著正向影响第三美容自媒体中认同感与模仿行为的关系中认同感对模仿行 为具有显著正向影响本研究的意义在于研究结果可为自媒体平台中通过用户美容信息传递 实现教程内容价值创造的策略方法提供模型化依据

목차

Abstract
I. 서론
II. 이론적 배경
1. 뷰티 1인 미디어에서의 튜토리얼 콘텐츠 특성
2. 동조성
3. 동형화(동일시, 모방행동)
III. 연구 내용 및 방법
1. 연구모형과 가설 설정
2. 연구자료 수집 및 분석
3. 측정도구
IV. 연구 결과 및 논의
1. 표본의 인구통계적 특성
2. 신뢰성 및 타당성 분석
3. 판별타당성 분석
4. 확인적 요인분석
5. 연구가설 검증
V. 결론
참고문헌
中文摘要

키워드

Beauty One-Person Media Conformity Identification Imitative Behavior Isomorphism Tutorial Content 美容自媒体 教程内容 从众性 同质化 认同感 模仿行为

저자

• 김효정 [ Hyo-Jung Kim | 서경대학교 예술교육원 미용학전공 외래교수 ]
• 서지혜 [ Ji-Hae Surh | 동원대학교 글로벌융합학부 K-뷰티전공 겸임교수 ] Corresponding Author

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