earticle

영어

This study aimed to conceptualize the characteristics of creator support (environment) in individual-user media platforms and verify the relationship among the innovation, suitability, usefulness, and acceptance of content utilization from the perspective of innovation acceptance regarding creator support (environment) characteristics on individual-user media platforms. To achieve this, a total of 217 individuals, including content creators engaged in beauty individual-user media and related personnel, were surveyed. Frequency analysis, reliability/validity analysis, suitability analysis, and path analysis were conducted using SPSS and AMOS statistical packages to present a structural model. The results of this study are as follows: First, among the creator support characteristics of the individual-user media platforms, monetization, networking, and production tools had a significant impact on innovation, while information provision did not have a significant impact. Second, information provision and monetization as part of the creator support characteristics had a significant impact on suitability, but networking and production tools did not have a significant impact on suitability. Third, in the context of the individual-user media platforms, there were significant relationships between the perceived innovation and suitability, innovation and usefulness, suitability and usefulness, and usefulness and intention to utilize. Based on these results, the effective delivery of the creator support characteristics on MCN platforms of individual-user media will be a crucial approach for enhancing creators' competitiveness when reaching out to users.

중국어

本研究明确了单人媒体平台的创作者支持(环境)特征, 从个人媒体平台创作者支持(环境) 特征的创新包容的视角, 考察了创作者内容的创新性, 适宜性, 有用性, 接受性之间的关系. 为此, 本研究以美妆单人媒体内容创作者及相关从业人员217名为研究对象, 运用SPSS和 AMOS统计软件包进行了频数分析, 信度/效度分析, 适宜性分析, 路径分析, 提出了其结构 模型. 本研究结果为如下. 首先, 单人媒体平台的创作支持特征的收益化, 网络化, 制作工 具对创新有显著影响, 但信息提供对创新没有显著影响. 其次, 单人媒体平台的创作支持特 征的信息提供及收益化对其适宜性有显著影响, 但网络与制作工具对适宜性没有显著影响. 最后, 单人媒体平台中, 创作者感知到的创新与适用性之间的关系, 创新与有用性之间的关系, 适用性与有用性之间的关系, 有用性与使用意图之间的关系都产生了显著影响. 基于以上分 析结果, 有效传递单人媒体MCN平台的创作支持特征价值, 将是创作者提高触及用户竞争力 的非常必要的途径.