A Study on the Relationship between Service Value Creation Attributes and Participation Value, Collective Intelligence, and Co-creation in Beauty One-person Media

Abstract

In this study, the structural influence relationship between consumer value, collective intelligence, and co-creation was investigated from value creation attributes and the utilization of consumer participation in the one-person beauty media business model. For the above purpose, a questionnaire was given to 618 people (280 samples of corporate brand type, 338 samples of individual creator type) who experienced information sharing activities in the beauty one-person media. Further, internal consistency analysis, model fit analysis, and path analysis were conducted using SPSS and AMOS statistical packages. The results of this study were as follows. As a result of the analysis of the path relationship between the value creation attributes and the participation value of the beauty one-person media service, first, in the corporate brand type, core strategy, customer value, and strategic support had a significant effect on use-value, and core strategy, customer value, and value network had a significant effect on the exchange value. In the individual creator type, customer value, strategic resource, and value network had a significant effect on use value, and only customer value and strategic resource had a significant effect on exchange value. Second, as a result of analyzing the path relationship between the value creation attributes and exchange value of the beauty one-person media service. In the corporate brand type, only exchange value had a significant effect on collective intelligence, and in the individual creator type, both use value and exchange value had a significant effect on collective intelligence. Third, as a result of the analysis of the path relationship between the participation value and collective intelligence in the beauty one-person media service, collective intelligence significantly effected co-creation in both the corporate brand type and the individual creator type.