뷰티 유튜버 채널 구독동기가 추천의도에 미치는 영향: 만족도의 매개효과를 중심으로

The Effect of Beauty YouTuber Channel Subscription Motivation on Recommendation Intentions: Focusing on the Mediating Effect of Viewer Satisfaction

Purpose - Recently, video platforms like YouTube have become primary channels for consumers to gather information and form opinions about products. This powerful medium surpasses the impact of traditional media in corporate marketing. In this environment, Beauty YouTubers have emerged as influential figures that significantly affect consumer choices and purchasing decisions. Based on this background, this study aims to analyze the mediating effect of viewer satisfaction on the relationship between subscription motivation for beauty YouTuber channels and consumer intention to recommend. Viewer satisfaction is considered a crucial variable that mediates the communication process between information providers and consumers in today's video-centric environment. Design/Methodology/Approach - An online survey using Google Forms was conducted, and data from 202 consumers subscribing to Beauty YouTuber channels were used for analysis. Findings - The research hypotheses were tested using SPSS Process Macro, and the results showed that all subscription motivations, playfulness, professionalism, and recency, significantly influence the intention to recommend. Additionally, viewer satisfaction was found to partially mediate the relationship between subscription motivation and recommendation intention. Research Implications - These findings suggest that companies collaborating with Beauty YouTubers should recognize the importance of subscription motivation and viewer satisfaction to enhance recommendation intention.