뷰티 1인 미디어에서의 튜토리얼 콘텐츠 특성이 동조성, 동일시 및 모방행동에 미치는 영향 연구
A Study on the Effect of Tutorial Content Attributes in Beauty-Oriented One-Person Media on Conformity, Identification, and Imitative Behavior
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- 2026 등록KCI API에는 발행일 항목이 없어 원문 등록일을 쓰고 있습니다. 실측으로 발행보다 최대 6년 늦습니다 — 재수집하면 발행연월로 바뀝니다.
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개념
키워드
Beauty One-Person Media, Conformity, Identification, Imitative Behavior, Isomorphism, Tutorial Content, Beauty One-Person Media, Conformity, Identification, Imitative Behavior, Isomorphism, Tutorial Content
초록
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 insigh