The purpose of this study is to provide theoretical and practical basic data on one-person media marketing by empirically analyzing the relationship between the attributes of one-person media content creators on relationship quality, relationship solidarity, and purchase intention.
To this end, 291 final copies of data were collected through convenience sampling for viewers who had experience using one-person media content. The collected data were used to test hypotheses through frequency analysis, validity analysis, reliability analysis, descriptive statistics analysis, correlation and structural equation modeling as follows. First, it was found that reliability, professionalism, and sincerity, which are sub-factors of one-person media content creator attributes, had a positive (+) effect on relationship trust, which was a sub-factor of relationship quality, but had no effect on awareness. In addition, reliability and professionalism had a positive (+) effect on relationship commitment, but awareness and sincerity did not. Second, relationship trust was found to have a positive (+) effect on relationship commitment. Third, it was found that relationship trust and relationship commitment had a positive (+) effect on relationship solidarity, and it was analyzed that relationship trust had a greater impact than relationship commitment. Fourth, it was found that relationship trust and relationship commitment had a positive (+) effect on purchase intention. Fifth, it was found that relationship solidarity has a positive (+) effect on purchase intention. Therefore, one-person media content creators should strive to build reliability, improve professionalism, and produce authentic media, increase the quality of relationships such as relationship trust and relationship immersion, and promote solid relationship solidarity. And through this, it should be able to have a positive effect on purchase intention. This study provides academic implications by presenting a structural model of the relationship quality, relationship bonding, and purchase intention between one-person media content creators, thereby increasing understanding of consumer behavior. It also provides practical implications in that it suggests the direction of content creation by one-person media content creators.