Journal of the Korean Society of Cosmetology 2021;27(1):199-207.
Published online February 28, 2021.
뷰티 1인 미디어 콘텐츠의 크리에이티비티 차원과 네트워크 외부성 간의 관계 연구
서지혜1, 나윤규2, 강성민3
1중앙대학교 경영학부
2중앙대학교 예술문화연구원
3중앙대학교 경영학부
Study on the Relationship between the Creativity Dimension and Network Externality of the Beauty One-person Media Content
Jihae Surh1, Younkue Na2, Sungmin Kang3
1Dept. of Business Administration, Chung-Ang University
2Dept. of Art & Culture Research Institute, Chung-Ang University
3Dept. of Business Administration, Chung-Ang University
Correspondence:  Younkue Na, Tel: 82-10-6281-4742, 
Email: nyk901@gmail.com
Received: 12 October 2020   • Revised: 7 December 2020   • Accepted: 3 February 2021
Abstract
One-person media is a creative innovation of content that can more efficiently respond to the upstream channel of the Internet, and it is necessary to play a role in spreading content through inducing more active communication. Therefore, in this study, the dimension of creativity of one-person media content was specified, and the structural relationship between social capital, community formation, and network externality was grasped from the perspective of social network in the dimension of creativity of such one-person media content. It is believed that this can effectively project the role of social capital emphasizing the value network aspect through the dimension of creativity of one-person media contents through a relational perspective. In this study, 455 experienced users who have relational activities (information sharing, discussion, building ties, etc.) among members through comments or community activities on beauty contents for one- person media are selected as a sample, and the research problem was verified by conducting reliability verification, validity verification, measurement model analysis, and path analysis using SPSS ver.23.0 and AMOS ver.23.0. The results of this study are as follows. First, as a result of analyzing the path relationship between the creativity dimension of one-person media content and social capital, the three variables of behavioral dimension, emotional dimension, and cognitive dimension had a significant effect on social information sharing, but the contextual dimension did not have a significant effect. In addition, the behavioral dimension, contextual dimension, and emotional dimension had a significant effect on social self-seeking, but the cognitive dimension did not significantly affect social self-seeking. Second, as a result of analyzing the path relationship between social capital and community formation through one-person media contents, social information sharing and social self-seeking both had a significant effect on community formation. Third, as a result of analyzing the path relationship between community formation through one-person media contents and network externality, usefulness had a significant influence on the intention to use.
Key Words: Beauty Creator Platform, Building Community, Contents Creativity, Network Externalities, One-person Media, Social Capital


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