특수분장 콘텐츠 이용동기가 정보공유의도와 지속구독의도에 미치는 영향 : 이용만족도의 매개효과 분석 방법

Abstract

The public interest in social media and content is increasing in contemporary society. Accordingly, content that shows the characteristics of each specialized field is growing rapidly for the general public and apprentices. This study aimed to examine the influence of the special makeup content use motivation upon the information-sharing intention and the continuous subscription intention, among others. An online survey was conducted to collect data from June 10 to July 2, 2022, focusing on university students who had the experience of watching special makeup content nationwide. Three hundred copies of the questionnaire were distributed, and the final 271 copies were analyzed using SPSS 25.0. Of the 17 hypotheses, three hypotheses were rejected, and 14 were accepted. Motivation for using special makeup content had a positive effect on information-sharing intention and continuous composition intention, and user satisfaction had a positive impact on information-sharing intention and continuous subscription intention and had a positive effect on most factors. However, it was found that only social influence did not affect the motivation for using special makeup content. The results of this study made it possible to confirm the causal relationship between how the motivation to use special makeup content affects the intention to share information and the intention to continue the subscription. Therefore, it is expected that this study will be used as an indicator and primary data for information collection in developing content for creators related to special makeup.