SNS 뷰티 채널 이용실태와 인식이 구매의도에 미치는 영향 : 20대 여성을 대상으로
Effect of SNS Beauty Channel Usage Status and Perception on Purchase Intention: In the Case of Women in Their 20s
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
Consumers make purchasing decisions based on the information produced by themselves on influentially-growing SNS, therefore SNS has had a strong ripple effect on the marketing field, and changes in the marketing field have also been observed. Therefore, the aim of this study is to identify the use status of SNS beauty channels and to determine the effect of the perception of beauty channels on purchase intention through conduct of a survey of women in their 20s with the highest beauty channel sensitivity. The use status of beauty channels showed that the primary reason for the main use of beauty channels was ‘getting the information you want quickly.’ In addition, the relationship between variables for the perception of beauty channels showed that usefulness, playfulness, and professionalism had a statistically significant positive relationship with purchase intention. The influence on consumers is increasing with the increasing use and influence of SNS. It appears that marketing will have to exert power in order to provide consumers the reliability of SNS beauty channels, given that they purchase the product because of its positive effect and that they do not purchase it because of its convincing advertisement. In addition, it appears that marketing will be in the limelight by highlighting the characteristics of SNS, including a rapid visual response, given that most consumers search for makeup products and make purchases on beauty channels.
Abstract
Consumers make purchasing decisions based on the information produced by themselves on influentially-growing SNS, therefore SNS has had a strong ripple effect on the marketing field, and changes in the marketing field have also been observed. Therefore, the aim of this study is to identify the use status of SNS beauty channels and to determine the effect of the perception of beauty channels on purchase intention through conduct of a survey of women in their 20s with the highest beauty channel sensitivity. The use status of beauty channels showed that the primary reason for the main use of beauty channels was ‘getting the information you want quickly.’ In addition, the relationship between variables for the perception of beauty channels showed that usefulness, playfulness, and professionalism had a statistically significant positive relationship with purchase intention. The influence on consumers is increasing with the increasing use and influence of SNS. It appears that marketing will have to exert power in order to provide consumers the reliability of SNS beauty channels, given that they purchase the product because of its positive effect and that they do not purchase it because of its convincing advertisement. In addition, it appears that marketing will be in the limelight by highlighting the characteristics of SNS, including a rapid visual response, given that most consumers search for makeup products and make purchases on beauty channels.
참고문헌 (32)
- 안은주, "소비자의 소비성향, SNS 광고속성, 제품이미지, 구매의도 간의 관계에 대한 연구", 인터넷전자상거래연구, 20(6), pp.107~133 (2020), 한국인터넷전자상거래학회[DOI]
- 안대천, "SNS유형별 광고속성 평가 및 태도에 관한 연구: 블로그, 트위터, 페이스북, 유튜브의 비교", 광고학연구, 23(3), pp.53~84 (2012), 한국광고학회[DOI]
- 조은희, "SNS 뉴스 전파행동의 특성: 가짜뉴스 식별, 인식, 대응행동을 중심으로", 사회과학연구, 33(1), pp.307~328 (2022), 사회과학연구소
- Dodds WB, "Effect of price, brand name, and store name on buyer’s perception of product quality", J Marketing Res, 28, pp.307~319 (1991)
- Fung R, "EC-Trust (trust in electronic commerce) : exploring the antecedent factors", Am Conference Info Sys, 179, pp.517~519 (1999)
- Go SY, "A study on the satisfaction after purchase of cosmetics through SNS", Master, Department of Convergence Culture and Arts, pp.2019
- 홍수남, "소셜커머스를 통한 뷰티서비스 구매요인이 고객만족과 재구매 의도에 미치는 영향", 인터넷정보학회논문지, 15(6), pp.133~144 (2014), 한국인터넷정보학회[DOI]
- Hwang HS, "Effect of YouTube beauty video charateristics on women in their 10s to 20s beauty managing behavior and product purchase intention", Master, Department of Beauty Therapy, pp.2019
- Jo SI, "A study on influence of perception toward YouTube and Instagram beauty channels on consumer satisfaction and purchase intention", Master, Major in Cosmetology, pp.2019
- 정지선, "SNS 뷰티서비스 정보특성이 정보만족, 구전의도 및 방문의도에 미치는 영향", 한국인체미용예술학회지, 20(2), pp.303~318 (2019), 한국인체미용예술학회[DOI]
- 강현미, "뷰티 인플루언서 특성이 구매 및 공유의도와 브랜드 태도에 미치는 영향에 관한 연구", 인문사회 21, 12(5), pp.1999~2014 (2021), 인문사회 21
- Kang MR, "The effects of SNS beauty information use of women in their 20s and 30s on their cosmetics purchasing behavior and purchase satisfaction", Master, pp.2019
- 김보미, "중년의 SNS 뷰티 콘텐츠 기능적 접근이 뷰티관리행동, 만족에 미치는 영향", 미용예술경영연구, 15(3), pp.1~16 (2021), 한국미용예술경영학회[DOI]
- Kim DJ, "An empirical study on user satisfaction and the influencing factors for continuous usage of social network service", Doctor, pp.2011
- 김의형, "뷰티 동영상 관심도와 뷰티 크리에이터 신뢰도가 화장품구매의도에 미치는 영향", 한국미용학회지, 24(6), pp.1325~1336 (2018), 한국미용학회
- 김현주, "관광자의 소셜네트워크서비스(SNS) 이용특성과 여행소비행동 간의 관련성 연구", 관광경영연구, 15(4), pp.63~84 (2011), 관광경영학회
- 김예정, "SNS의 정보제공성, 유희성, 신뢰성이 구매의도 및 경영성과에 미치는 영향에 관한 연구", 경영과 정보연구, 38(3), pp.113~125 (2019), 대한경영정보학회[DOI]
- Kwak BS, "The effects of SNS characteristics of food service companies on the attitude of technology adoption and behavior intention : focused on the information trust and mediating effects", Doctor, Department of Hotel, Tourism & Foodservice Management, pp.2013
- Lee CH, "Effect of beauty information on SNS has on female college students’ motivation for appearance management and makeup behavior", Master, Make-up And Special Effects Make-up Major, pp.2019
- Lee HY, "The relationship among the information characteristics, information acceptance attitude, repurchase intention of beauty service through SNS", Master, Department Beauty Art, pp.2018
- Lee SH, "SNS users' factors that affect continuous usage and purchase intention : social marketing perspective", Master, Interdisciplinary Program of Electronic Commerce, pp.2012
- Lee YK, "Gen Z women’s cosmetics consumption patterns, using social media", Master, Department of Lifestyle Design Graduate School of Artsy, pp.2019
- 박민선, "소셜네트워크서비스(SNS) 활동이 미용학원 수강생의 의사결정행동에 미치는 영향 - 서울 수도권 지역을 중심으로-", 한국미용학회지, 20(2), pp.336~344 (2014), 한국미용학회
- 박하은, "SNS(Social Network Service) 콘텐츠 광고속성이 광고태도 및 행동의도에 미치는 영향 -SNS 뷰티서비스 이용자를 중심으로-", 한국디자인문화학회지, 26(4), pp.241~253 (2020), 한국디자인문화학회
- Peak JS, "The effects of SNS WOM information on attitudes toward cosmetic brands and intentions to purchasel", Master, Major in Cosmetology, pp.2016
- 류은주, "헤어 미용 분야의 SNS 활동이 지각된 유용성과 고객의 이용 의도에 미치는 영향", 한국디자인문화학회지, 27(3), pp.123~134 (2021), 한국디자인문화학회
- Sung KH, "A study of the impact of SNS on e-commerce and the way for improvement", Master, Department Information & Communications Policy, pp.2011
- 왕뢰, "K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향-정교화 가능성 모델(ELM)을 중심으로-", 한국의류산업학회지, 21(5), pp.574~585 (2019), 한국의류산업학회[DOI]
- Yoon JH, "The e-business of the SNS era", pp.417~419 (2013), Hakhyunsa
- Yoon SH, "A study on the perception of online information channel according to the purpose of information search", Master, Major in Beauty and Cosmetic, pp.2018
- 증가녕, "유튜브 뷰티 채널에서 화장품 구매의도에 미치는 영향요인 분석", 인터넷전자상거래연구, 18(6), pp.409~425 (2018), 한국인터넷전자상거래학회[DOI]
- Zeng JN, "The analysis of affecting factors on purchase intention of cosmetics on YouTube beauty channel", Master, Department of Business Information, pp.2018