뷰티 유튜브의 콘텐츠특성이 소비자의 뷰티 제품 태도 및 구매 의도에 미치는 영향

The Effect of Beauty YouTube's Content Characteristics on Consumers' Beauty Product Attitudes and Purchase Intention

This study examined the impact of beauty YouTube content characteristics on consumers' beauty product attitudes and purchase intentions through a survey of 301 people in their 10s and 40s or older in Busan and Gyeongnam, and analyzed the data through SPSS 25.0 Ver. As a result, first, it was confirmed that the higher the reliability, interaction, and information among the content characteristics of beauty YouTube, the higher the cognitive factor of beauty product attitude. Second, among the content characteristics of Beauty YouTube, it was confirmed that the higher the interaction, reliability, and information, the higher the emotional element. Third, it was confirmed that the higher the emotional and cognitive factors among beauty product attitudes, the higher the purchase intention. Therefore, the beauty industry is expected to develop further and furthermore, the growth of beauty workers in the beauty industry is expected by the production of beauty YouTube contents considering these characteristics.