소셜미디어 뷰티 인플루언서의 매력성, 정보 품질, 지속적 이용의도에 관한 연구
Attractiveness, Information Quality, and Continuous Use Intention Toward Social Media Beauty Influencers
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초록
This study empirically analyzed how the attractiveness and information quality of beauty influencers active in SNS activities affect recent consumers’ intention to continue using them. The study subjects were beauty students majoring in Gwangju Metropolitan City who are interested in recent SNS beauty-related content or are direct followers and subscribe to related videos. This study utilized convenience sampling and a self-administered questionnaire in which respondents directly filled out their responses. The questionnaire survey was conducted from March 27 to April 21, 2023. A total of 250 questionnaires were distributed and 245 were collected. Of these, a total of 230 were valid, excluding 15 with incomplete or insincere responses. The collected data were analyzed using SPSS ver. 25.0. Frequency, exploratory factor, descriptive statistical, correlation, and multiple regression analyses were conducted to verify the research hypothesis. The results are summarized as follows. First, the attractiveness of social media beauty influencers affects the intention to continue using. Second, attractiveness partially affects information quality. Third, the information quality of social media beauty influencers partially affects the intention to continue using.
Abstract
This study empirically analyzed how the attractiveness and information quality of beauty influencers active in SNS activities affect recent consumers’ intention to continue using them. The study subjects were beauty students majoring in Gwangju Metropolitan City who are interested in recent SNS beauty-related content or are direct followers and subscribe to related videos. This study utilized convenience sampling and a self-administered questionnaire in which respondents directly filled out their responses. The questionnaire survey was conducted from March 27 to April 21, 2023. A total of 250 questionnaires were distributed and 245 were collected. Of these, a total of 230 were valid, excluding 15 with incomplete or insincere responses. The collected data were analyzed using SPSS ver. 25.0. Frequency, exploratory factor, descriptive statistical, correlation, and multiple regression analyses were conducted to verify the research hypothesis. The results are summarized as follows. First, the attractiveness of social media beauty influencers affects the intention to continue using. Second, attractiveness partially affects information quality. Third, the information quality of social media beauty influencers partially affects the intention to continue using.
참고문헌 (32)
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