유튜브 화장품 인플루언서의 외모 특성 요인이 시청자의 신뢰도 및 구매 의도에 미치는 영향

Abstract

This study investigates how the appearance characteristics of cosmetics influencers on YouTube influence viewers’ trust and purchase intentions. It particularly explores the pathways through which these appearance traits help build trust, and how that trust, in turn, affects purchasing behavior. To this end, appearance characteristics were categorized into three factors: professional appearance, social attractiveness, and physical attractiveness. Professional appearance refers to an influencer’s perceived expertise and well-groomed image; social attractiveness includes friendliness, warmth, and relatability; and physical attractiveness involves visual appeal and beauty. The study examined the impact of each factor on trust in the influencer and subsequent purchase intention. The results showed that professionalism and social attractiveness had a greater impact on purchase intention than physical attractiveness. Furthermore, trust in the influencer played a significant mediating role between appearance characteristics and purchase intention. These findings suggest that viewers prioritize an influencer’s trustworthiness and relatability over mere physical appeal. Ultimately, the study provides empirical evidence that appearance characteristics influence trust, which then drives consumer purchasing behavior. These results align with a broader shift in influencer marketing, from a focus on outward image to one centered on building trust. The study emphasizes the need for companies and brands to take a more strategic approach in selecting influencers, emphasizing not only external appeal but also the potential to foster credibility and trust. Future research involving various platforms, content types, and influencer traits could offer deeper insights for developing more effective marketing strategies.