화장품 유튜브 영상의 콘텐츠특성, 인플루언서특성, 딕션이 지속시청의도에 미치는 영향에 관한 연구

Analysis of the Impact of Content Characteristics, Influencer Attributes, and Diction in Cosmetic YouTube Videos on the Intention to Continue Watching

YouTube, as the most widely used and heavily watched social media platform in the Republic of Korea, significantly influences consumer curiosity and purchasing decisions through cosmetic-related videos. Many influencers have capitalized on this trend, expanding their reach and success with sponsorships from various brands. In this context, this study aimed to examine the factors affecting viewers' intention to continue watching cosmetic-related YouTube videos and identify strategies to enhance the creation of impactful content in the continuously evolving cosmetics industry. To achieve this, a survey was conducted among adults with prior experience watching cosmetic-related YouTube videos. The collected data were analyzed using SPSS 29.0, applying frequency analysis, factor analysis, reliability analysis, and regression analysis. The results revealed the following: Content characteristics, influencer attributes, and diction were found to significantly influence viewers' intention to continue watching. These findings suggest that applying these insights to the production of cosmetic-related YouTube videos can help creators secure steady advertising revenue, attract sponsorships from cosmetic companies, and ensure greater subscriber engagement, ultimately enhancing the stability of video production. From the perspective of cosmetic companies, partnering with YouTube creators can effectively stimulate consumer curiosity about their products, maximizing advertising impact at a relatively low cost. The study results are anticipated to serve as valuable resources for producing impactful YouTube content and aiding in the development of marketing strategies within the cosmetics industry.