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Consumer roles and values in selfie experience: a case of Koreanyoung consumers

机译：消费者在自拍体验中的角色和价值观：以韩国年轻人为例

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Purpose - The purpose of this study is to understand the values consumers pursue and roles consumers partake in selfie practice. Design/methodology/approach - A qualitative research method was adopted. In-depth interviews were conducted with selfie enthusiasts. Data were analyzed with grounded theory approach. Findings - Diverse activities and reflections pertaining to selfies were analyzed, which uncovered three consumer roles departmentalized and the nine values that selfie practice generates for consumers. The three roles are subject, photographer and user of selfies, and the roles are orchestrated together or selectively performed if necessary. In consequence of the interplay of performances and expectations of the roles, consumers pursue and gain four collaboratively created values and five individually created values. Originality/value - Findings of the study expand the understanding of values of selfie practice and consumer roles in Web 2.0.
机译：目的-这项研究的目的是了解消费者追求的价值观以及消费者参与自拍照实践的角色。设计/方法/方法-采用定性研究方法。对自拍照爱好者进行了深入采访。数据采用扎根理论方法进行分析。调查结果-分析了与自拍照有关的各种活动和思考，发现了部门划分的三个消费者角色以及自拍照实践为消费者创造的九个价值。这三个角色分别是主题，摄影师和自拍照的用户，并且这些角色被编排在一起，或者在必要时有选择地执行。由于绩效和角色期望之间的相互作用，消费者追求并获得了四个共同创造的价值和五个个人创造的价值。原创性/价值-该研究的发现扩展了对Web 2.0中自拍行为和消费者角色的价值的理解。

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