SNS특성이 뷰티소비자의 몰입, 자발적 행동에 미치는 영향

Analysis on the Influence of the Characteristics of Social Media Information on Beauty Consumers’ Commitment and Vountary Behavior: Focusing on high school girls in Gwangju Metropolitan City

This study investigates the effects of the characteristics of social media information on beauty consumers’ commitment and voluntary behavior and determines causal relationships among variables. For this, a self-administered questionnaire survey was performed among high school girls in Gwangju Metropolitan City from April 10 to 30, 2018 (21 days). A total of 500 questionnaires were distributed, and 410 copies were collected. Excluding 14 poorly answered ones, 396 copies were used for analysis. The collected data were analyzed by SPSS WIN 21.0. For hypothesis testing, frequency analysis, multiple response analysis, exploratory factor analysis, Cronbach’s alpha, independent sample t-test and one-way ANOVA were performed. For post-hoc testing, Duncan’s test, correlation analysis, multiple regression analysis and mediated regression analysis were carried out. The study results found the following: First, the characteristics of social media information had a partially positive influence on beauty consumers’ commitment with statistical significance (p<.05). In other words, the hypothesis ‘the characteristics of social media information have a positive effect on beauty consumers’ commitment’ was partially supported. Second, the characteristics of social media information had a partially positive effect on voluntary behavior with statistical significance (p<.05). In other words, the hypothesis ‘the characteristics of social media information have a positive effect on beauty consumers’ voluntary behavior’ was partially verified. Third, beauty consumers’ commitment had a positive influence on voluntary behavior with statistical significance (p<.001). The study results confirmed that the characteristics of social media information have a positive effect on beauty consumers’ commitment and voluntary behavior. In beauty consumers’ commitment and voluntary behavior, interactivity was the most critical factor. The study results confirmed that the characteristics of social media information have a positive effect on beauty consumers’ commitment and voluntary behavior.