뷰티인플루언서의 뷰티콘텐츠특성이 색조화장품 구매의도에 미치는 영향 - 밀레니얼세대를 중심으로 -
The Influence of Characteristics of Beauty Influencers’ Social Media Contents on Color Cosmetics Purchase Intention - Focusing on the Millennial Generation -
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This study attempted to investigate the characteristics of beauty influencers’ social media contents and examinetheir influence on color cosmetics purchase intention. For this, female millennials who have shown an interest or sub-scribed beauty contents on social media platforms as followers were selected by convenience sampling. In terms of aresearch method, a self-administered questionnaire was performed from September 19 to 30, 2022. Among a total of 220questionnaires distributed, 200 copies excluding poorly answered ones were used for final analysis. The collected data wereanalyzed by frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis and multipleregression analysis, using SPSS 24.0, and the results found the followings: First, concerning characteristics of beauty influ-encers’ beauty contents, five factors were derived: reliability, professionalism, social attractiveness, attractive appearance,sympathy In purchase intention, on the contrary, two factors were obtained: base makeup, point makeup. Second, regardingthe effects of characteristics of beauty contents on color cosmetics purchase intention, ‘professionalism (β = −.170p = .015)’ and ‘physical attractiveness (β = −.148, p = .037)’ revealed a negative influence with statistical significance. Through the result, by demonstrating the effect on the intention to purchase color cosmetics based on the beauty contentsfeature of the beauty influencer, it is considered that the purchasing power of the color cosmetics industry will continueto increase and help to suggest more effective color cosmetics promotion ways and indicators which companies can utilize.
Abstract
This study attempted to investigate the characteristics of beauty influencers’ social media contents and examinetheir influence on color cosmetics purchase intention. For this, female millennials who have shown an interest or sub-scribed beauty contents on social media platforms as followers were selected by convenience sampling. In terms of aresearch method, a self-administered questionnaire was performed from September 19 to 30, 2022. Among a total of 220questionnaires distributed, 200 copies excluding poorly answered ones were used for final analysis. The collected data wereanalyzed by frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis and multipleregression analysis, using SPSS 24.0, and the results found the followings: First, concerning characteristics of beauty influ-encers’ beauty contents, five factors were derived: reliability, professionalism, social attractiveness, attractive appearance,sympathy In purchase intention, on the contrary, two factors were obtained: base makeup, point makeup. Second, regardingthe effects of characteristics of beauty contents on color cosmetics purchase intention, ‘professionalism (β = −.170p = .015)’ and ‘physical attractiveness (β = −.148, p = .037)’ revealed a negative influence with statistical significance. Through the result, by demonstrating the effect on the intention to purchase color cosmetics based on the beauty contentsfeature of the beauty influencer, it is considered that the purchasing power of the color cosmetics industry will continueto increase and help to suggest more effective color cosmetics promotion ways and indicators which companies can utilize.
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