A Study on Conformity Appeal Attributes and Social Contagion of Beauty-Focused One-Person Media in Sustainable E-Commerce
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. One-Person Media
2.2. Conformity Appeal Attributes of Beauty-Focused One-Person Media
2.3. Relationship between Conformity Appeal Attributes and Social Conformity of Beauty-Focused One-Person Media
2.4. Relationship between Social Conformity, Collaborative Innovation Networks, and Information Diffusion of Beauty-Focused One-Person Media
3. Research Method and Procedure
3.1. Research Model and Hypotheses
3.2. Measurement Tools
3.3. Data Collection and Analysis
4. Research Findings and Discussions
4.1. Demographic Characteristics of the Research Sample
4.2. Reliability and Validity Tests
4.3. Confirmatory Factor Analysis
4.4. Research Hypothesis Testing
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Category | Person (%) | Category | Person (%) | ||
---|---|---|---|---|---|
Gender | Female | 604 (87.3) | Occupation | Office worker | 241 (34.7) |
Male | 90 (12.97) | Student | 227 (32.7) | ||
Age | 20s | 424 (61.1) | Homemaker | 103 (14.9) | |
30s | 221 (31.8) | Other | 84 (12.1) | ||
40s and older | 49 (7.1) | Unemployed | 39 (5.6) | ||
Education | University student/graduate | 461 (66.4) | Average Monthly Income | 3 million ≤ KRW < 5 million | 267 (38.5) |
High school graduate | 119 (17.1) | 1 million ≤ KRW < 3 million | 257 (37.0) | ||
Junior college student/graduate | 60 (8.6) | 5 million ≤ KRW < 7 million | 121 (17.4) | ||
Graduate student or higher | 54 (7.8) | KRW ≥ 7 million | 49 (7.1) | ||
Marital Status | Single | 511 (73.6) | Place of Residence | Seoul | 219 (31.6) |
Married | 183 (26.4) | Gyeonggi | 187 (26.9) | ||
Other | 288 (41.5) |
Variable | Item | Eigenvalue | Component | Variance | Cronbach’s α |
---|---|---|---|---|---|
Information cascade | ‣ Reputation of shared information (objectivity and reliability) | 2.210 | 0.846 | 18.417 | 0.786 |
‣ Clustering of shared information | 0.838 | ||||
‣ Expressivity of shared information (level of understanding) | 0.828 | ||||
Utility value efficiency | ‣ Value completeness of information utilization | 2.152 | 0.842 | 17.936 | 0.735 |
‣ Situational timeliness of information utilization | 0.825 | ||||
‣ Accuracy of information utilization | 0.758 | ||||
Reference group influence | ‣ Utilitarian reference group influence | 1.880 | 0.810 | 15.666 | 0.777 |
‣ Value-expressive reference group influence | 0.805 | ||||
‣ Informational reference group influence | 0.725 | ||||
Subnetwork structure | ‣ Subnetwork activity (interaction) | 1.840 | 0.821 | 15.331 | 0.794 |
‣ Subnetwork connectivity (consciousness of kind) | 0.812 | ||||
‣ Subnetwork preference similarity | 0.754 |
Variable | Item | Eigenvalue | Component | Variance | Cronbach’s α |
---|---|---|---|---|---|
Social imitation conformity | ‣ Personal need for use of surroundings | 2.752 | 0.877 | 30.576 | 0.799 |
‣ Personal utility for social information participation | 0.875 | ||||
‣ Personal use due to social issues | 0.780 | ||||
Social connection conformity | ‣ Sharing with participants as a routine | 1.841 | 0.832 | 20.451 | 0.760 |
‣ Actively exposing personal thoughts (experiences) | 0.823 | ||||
‣ Actively meeting participant needs | 0.813 | ||||
Social comparative conformity | ‣ Can express personal identity | 1.797 | 0.852 | 19.966 | 0.759 |
‣ A tool for expressing personal values | 0.828 | ||||
‣ Ease of expressing individuality | 0.782 |
Variable | Item | Eigenvalue | Component | Variance | Cronbach’s α |
---|---|---|---|---|---|
Cocreation | ‣ Synergy of interaction (collaboration) | 2.661 | 0.860 | 44.358 | 0.725 |
‣ Responsibility toward group contribution | 0.818 | ||||
‣ Openness in presenting personal opinions | 0.726 | ||||
Information | ‣ Intention to share the obtained beauty information | 1.522 | 0.870 | 25.374 | 0.821 |
diffusion | ‣ Willingness to recommend the obtained beauty information | 0.861 | |||
behavior | ‣ Word-of-mouth intention for the obtained beauty information | 0.843 |
Measurement Item | Unstandardized Coefficient | Standardized Coefficient | SE | CR | Construct Reliability | AVE |
---|---|---|---|---|---|---|
Conformity appeal attributes of beauty-focused one-person media | ||||||
Information cascade | ||||||
1 | 1.000 | 0.859 | - | - | 0.800 | 0.705 |
2 | 0.966 | 0.876 | 0.022 | 15.869 | ||
3 | 0.938 | 0.958 | 0.019 | 13.868 | ||
Utility value efficiency | ||||||
1 | 1.000 | 0.881 | - | - | 0.741 | 0.651 |
2 | 0.942 | 0.983 | 0.049 | 22.798 | ||
3 | 0.894 | 0.916 | 0.035 | 16.269 | ||
Reference group influence | ||||||
1 | 1.000 | 0.873 | - | - | 0.789 | 0.667 |
2 | 0.988 | 0.923 | 0.035 | 20.163 | ||
3 | 0.894 | 0.956 | 0.028 | 16.294 | ||
Subnetwork structure | ||||||
1 | 1.000 | 0.921 | - | - | 0.814 | 0.669 |
2 | 0.991 | 0.969 | 0.032 | 19.415 | ||
3 | 0.859 | 0.840 | 0.024 | 14.778 | ||
Social conformity | ||||||
Social imitation conformity | ||||||
1 | 1.000 | 0.894 | - | - | 0.811 | 0.681 |
2 | 0.969 | 0.985 | 0.020 | 16.599 | ||
3 | 0.817 | 0.792 | 0.013 | 10.941 | ||
Social connection conformity | ||||||
1 | 1.000 | 0.905 | - | - | 0.786 | 0.696 |
2 | 0.987 | 0.856 | 0.024 | 17.452 | ||
3 | 0.951 | 0.953 | 0.021 | 14.788 | ||
Social comparative conformity | ||||||
1 | 1.000 | 0.921 | - | - | 0.747 | 0.681 |
2 | 0.958 | 0.856 | 0.028 | 19.460 | ||
3 | 0.942 | 0.941 | 0.019 | 13.214 | ||
Cocreation | ||||||
1 | 1.000 | 0.992 | - | - | 0.735 | 0.642 |
2 | 0.924 | 0.902 | 0.028 | 21.083 | ||
3 | 0.800 | 0.840 | 0.018 | 13.765 | ||
Information diffusion behavior | ||||||
1 | 1.000 | 0.909 | - | - | 0.832 | 0.717 |
2 | 0.971 | 0.862 | 0.024 | 14.404 | ||
3 | 0.969 | 0.894 | 0.018 | 11.938 |
Concept | Goodness of Fit Index | ||||||||
---|---|---|---|---|---|---|---|---|---|
X2 | df | p-Value | GFI | AGFI | RMR | NFI | CFI | RMSEA | |
Study Model | 183.403 | 2 | 0.000 | 0.948 | 0.919 | 0.046 | 0.939 | 0.954 | 0.062 |
Type | Pathway | Estimate | SE | CR | p-Value | Result | ||
---|---|---|---|---|---|---|---|---|
H1-1-1 | Information cascade | → | Social imitation conformity | 0.286 | 0.025 | 11.598 | 0.000 *** | Accepted |
H1-1-2 | Utility value efficiency | → | Social imitation conformity | 0.122 | 0.024 | 5.588 | 0.000 *** | Accepted |
H1-1-3 | Reference group influence | → | Social imitation conformity | 0.085 | 0.022 | 3.836 | 0.000 *** | Accepted |
H1-1-4 | Subnetwork structure | → | Social imitation conformity | 0.135 | 0.022 | 6.106 | 0.000 *** | Accepted |
H1-2-1 | Information cascade | → | Social connection conformity | 0.005 | 0.031 | 0.170 | 0.865 | Rejected |
H1-2-2 | Utility value efficiency | → | Social connection conformity | 0.003 | 0.028 | 0.114 | 0.909 | Rejected |
H1-2-3 | Reference group influence | → | Social connection conformity | 0.036 | 0.026 | 1.377 | 0.169 | Rejected |
H1-2-4 | Subnetwork structure | → | Social connection conformity | 0.085 | 0.026 | 3.265 | 0.011 * | Accepted |
H1-3-1 | Information cascade | → | Social comparative conformity | 0.054 | 0.032 | 1.768 | 0.098 | Rejected |
H1-3-2 | Utility value efficiency | → | Social comparative conformity | 0.004 | 0.029 | 0.151 | 0.880 | Rejected |
H1-3-3 | Reference group influence | → | Social comparative conformity | 0.101 | 0.027 | 3.732 | 0.000 *** | Accepted |
H1-3-4 | Subnetwork structure | → | Social comparative conformity | 0.060 | 0.027 | 2.210 | 0.027 * | Accepted |
H2-1 | Social imitation conformity | → | Cocreation | 0.133 | 0.047 | 2.863 | 0.004 ** | Accepted |
H2-2 | Social connection conformity | → | Cocreation | 0.205 | 0.045 | 4.584 | 0.000 *** | Accepted |
H2-3 | Social comparative conformity | → | Cocreation | 0.393 | 0.041 | 9.665 | 0.000 *** | Accepted |
H3 | Cocreation | → | Information diffusion behavior | 0.693 | 0.027 | 25.313 | 0.000 *** | Accepted |
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Kang, S.; Na, Y. A Study on Conformity Appeal Attributes and Social Contagion of Beauty-Focused One-Person Media in Sustainable E-Commerce. Sustainability 2022, 14, 6226. https://doi.org/10.3390/su14106226
Kang S, Na Y. A Study on Conformity Appeal Attributes and Social Contagion of Beauty-Focused One-Person Media in Sustainable E-Commerce. Sustainability. 2022; 14(10):6226. https://doi.org/10.3390/su14106226
Chicago/Turabian StyleKang, Sungmin, and Younkue Na. 2022. "A Study on Conformity Appeal Attributes and Social Contagion of Beauty-Focused One-Person Media in Sustainable E-Commerce" Sustainability 14, no. 10: 6226. https://doi.org/10.3390/su14106226