화장품 유튜브 콘텐츠 외부 요인이 시청자의 인플루언서 신뢰도 및 구독 의도에 미치는영향: 신뢰도의 매개효과 중심으로

Abstract

This study aimed to examine how external factors in cosmetic YouTube influencer content—namely subscriber count, likes, comments, and views—affect viewers’ trust formation and subscription intention. In particular, it explored whether these external indicators function as social cues beyond simple numerical information, establishing a psychological pathway in which trust in the influencer mediates subsequent subscription behavior. A survey of 300 participants was conducted, and the data were analyzed using simple regression, multiple regression, and a three-step regression analysis to test mediating effects. The results showed that subscriber count, likes, comments, and views all had significant positive effects on subscription intention. Furthermore, these external factors influenced subscription behavior through the partial mediation of trust in the influencer. Among them, views had the strongest effect, suggesting that the more socially recognized the content, the greater the likelihood of subscription. This study provides empirical evidence that external numerical indicators of YouTube content act as critical drivers of behavioral responses through trust. For content creators and marketing practitioners, the findings demonstrate the importance of not only quantitative metrics but also strategies that utilize such indicators to foster trust. Future research should extend this analysis by considering qualitative aspects of comment interactions, the influencer’s level of recognition, and applications across other industries such as food, fashion, and health. Overall, this study contributes to a deeper understanding of digital consumers’ psychological flow, wherein trust formed through external cues leads to subscription behavior.