Verification of the Regulatory Effect of Individual Personality in the Relationship between the Characteristics of Short-Form Beauty Contents and Behavioral Intention: With a Focus on the Generation MZ
Purpose: In this study, the purpose is to, by analyzing the MZ subjects to verify the regulatory effect of individ-ual personality in terms of the relationship between the characteristics of short-form beauty contents and the behavioral intention, and by studying how individual personality affects short-form characteristics of beauty con-tents and the behavioral intention, present the basic data for the effective digital scalability that provides an optimal experience to Generation MZ and a strategy to induce the users to consume beauty contents while feel-ing the curiosity and interest of users about planning, producing and sharing form beauty contents. Method: The subjects of this study were analyzed by using the SPSS 25.0, AMOS 22.0 program for 406 online questionnaires in Seoul, Gyeonggi, Incheon metropolitan area and non-metropolitan area to verify the research problem targeting Generation MZ who used short-form beauty contents at least once. The exploratory factor analysis and reliability analysis were performed to secure the validity and reliability of the scale, and the Pearson correlation analysis was performed to confirm the correlation between the major variables. To verify the regula-tory effect, the hierarchical regulation regression analysis was performed, and the test was confirmed with a simple slope graph according to the significant interaction effect. Results: As a result of the analysis performed, significant results were confirmed with a focus on the three stages in which all variables were input together. In the first stage, the characteristics of short-form beauty con-tents of the independent variables were static, all in playfulness, information, reliability, creativity, and interac-tivity. As the influence of individual personality on the behavioral intention in the second stage, it was confirmed that extroversion, affinity, and neurosis were significant. It was verified that the interaction variables that can confirm the regulatory effect in the third stage were the interaction between playfulness and sincerity(=.114, p<.05), the interaction between playfulness and neurosis(=.091, p<.05), reliability and the interaction of affin-ity(=.096, p<.05) was positively significant, and the interaction of information and affinity was negatively signif-icant(=-.156, p<.01). Conclusion: Based on the results of this study, it was possible to learn that, playfulness and reliability reinforce the behavioral intention in the characteristics of short-form beauty contents. Behavioral intention increases as individual personality integrity, neurosis, and evolution are regulated, whereas informationality deteriorates as the evolutionary nature increases, and it was also found that a strategy of creating and planning useful infor-mation that may be enjoyed or shared is necessary to provide an optimal experience of content, considering the characteristics and individual personalities of Generation MZ users, and accordingly, offers a meaning for the basic data for digital marketing.
2. Theoretical Background
3. Research Method
4. Research Results
5. Summary and Discussion