SNS 뷰티서비스 정보특성이 정보만족, 구전의도 및 방문의도에 미치는 영향

The Effects of the Characteristics of Social Media-based Beauty Service Information on Information Satisfaction, Word-of-mouth Intention and Visit Intention

This study attempted to investigate how the characteristics of social media-based beauty service information are related with information satisfaction, word-of-mouth intention and visit intention. Specifically, the effects of usefulness, timeliness, conciseness, vividness and consensus on information satisfaction, influence of information satisfaction on word-of-mouth intention and visit intention and correlations between word-of-mouth and visit intention were analyzed. For this, a questionnaire survey was conducted among women who had acquired beauty service information on social media prior to the study; a total of 204 copies were selected through convenience sampling and used for analysis, using SPSS ver.24 and AMOS ver.24. The results found the following: Among the five independent variables, only usefulness, conciseness and consensus showed a significant influence on information satisfaction. In addition, information satisfaction had an effect on word-of-mouth intention and visit intention with statistical significance. Word-of-mouth intention also had a significant influence on visit intention. These results show that beauty service information obtained through social media is useful to users. Information satisfaction increased as the information was sorted in a simple and easy-to-view way after getting consent from other users. Therefore, this study is meaningful in that it confirmed that beauty service information on social media should be provided in a simple and uncomplicated manner with a segmented keyword (hashtag).