유튜브 뷰티 콘텐츠 특성이 콘텐츠 만족도와 지속이용의도에 미치는 영향

The Influence of the Characteristics of Beauty Contents on YouTube on Content Satisfaction and Continuous Use Intent

This study attempted to investigate the effects of the characteristics of beauty content on YouTube on content satisfaction and continuous use intent to promote beauty-related YouTube channels and provide basic data needed to create beauty content on YouTube. For this, a questionnaire survey was performed among 272 college students majoring in cosmetology in Gwangju and Jeollanam-do, who watched beauty videos on YouTube, and the results of the survey found the following: Concerning the influence of the characteristics of beauty contents on YouTube on content satisfaction, informativeness, newness, entertainment, interaction, and liveliness were important factors. In the effects of the characteristics of beauty content on YouTube on continuous use intent, informativeness, entertainment, liveliness, and newness were critical. Content satisfaction was important in terms of the influence of contents satisfaction on continuous use intent. The above results confirm that the characteristics of beauty content on YouTube affect content satisfaction and continuous use intent and that content satisfaction has a significant influence on continuous use intent.