뷰티 유튜브 시청 동기와 준사회적 상호작용, 행동의도와의 연계성 연구

Study on the Connection between Beauty Youtube Viewing Motivation, Parasocial Interaction, and Behavioral Intention

This study presented the results of a study that examined the motives for the viewing Beauty YouTube of college students, which had a significant effect on the formation of parasocial interaction and behavioral intentions. In other words, through research on the results of the research, it was confirmed that it is possible to induce the formation of parasocial interactions between YouTube characters and viewers through viewing Beauty YouTube and to have a positive effect on behavioral intentions. As confirmed in the research results, the parasocial interaction of beauty YouTubers has become an important factor that can elicit positive behavioral intentions based on trust with viewers. Therefore, beauty YouTubers need to make efforts to develop various and interesting programs that can meet the needs of consumers, and products that are objective and reliable to consumers through obtaining accurate knowledge about products and information through experiences. When these beauty YouTubers continuous efforts are the basis, positive behavioral intentions can be elicited through interactions with consumers. Furthermore, I would like to suggest that it can have a positive effect on beauty YouTube activation and marketing strategies through beauty YouTube.