Earticle

초록

영어

In the digital retail environment, website content not only serves the functions of information dissemination and product display but may also function as a front-end carrier for the generation of user behavioral data. This study takes the homepage of the official Olive Young website as its research object and analyzes its content structure and potential user behavioral touchpoints. The findings indicate that the homepage of the official Olive Young website forms a complex content structure consisting of navigation and entry points, platform operational content, product recommendations, brand operations, popularity and rankings, and service support. Different content modules generate potential user behavioral touchpoints, and the resulting behavioral data demonstrate a tendency toward industrial application. Further analysis shows that potential behavioral data are not directly equivalent to data assets but can serve as a front-end condition for data assetization. Through a pathway involving demand identification, business decision-making, content–product matching, brand–user operations, and the realization of transaction value, such data can participate in value creation. Furthermore, by transforming the five dimensions of the traditional profit model (profit point, profit object, profit source, profit leverage, and profit barrier) into the analytical dimensions of value realization point, value object, value source, value leverage, and sustainability foundation, respectively, the study finds that the value of Olive Young’s data is embedded within its business model. Overall, the content organization of the Olive Young homepage not only serves a product-display function but also forms a potential pathway connecting content, the potential for data assetization, and the value creation of its existing business model.

목차

Abstract
I. Introduction
II. Research Design and Analytical Framework
1. Research Object, Analytical Scope, and Data Collection
2. Content Classification System and Structural Statistics of the Homepage
3. Potential User Behavioral Touchpoints
III. Theoretical Pathway through Which Data Assets Enter Value Creation
1. Theoretical Pathway through Which Data Assets Enter Value Creation
2. Olive Young’s Data Asset Value Creation Pathway
3. Data Value Realization in Olive Young’s Business Model
IV. Conclusion and Research Limitations
Reference

키워드

저자

• Liu, Binglin [ Ph. D. Student, Interdisciplinary Program of East Asian Studies, The Institute of East Asian Affairs, Chonnam National University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700