뷰티 관련 유튜브 콘텐츠 이용동기 구성개념 정립

Categorization of Constructs of Motivation for Using YouTube Content Related to Beauty

This study aimed to establish a conceptual framework for the motivations of beauty-related YouTube content users. To achieve this, an open-ended survey was conducted in 2022 with 166 participants from Seoul and Jeju, and a panel discussion was held with six beauty industry experts. Content analysis of the open-ended responses categorized the data into three levels: raw data, subcategories, and general categories. Seven key factors were identified as major themes: escaping boredom, convenience, perceived usefulness, information acquisition, shareability, product-related attributes, and creator appeal. These were further divided into 13 subcategories, with a total of 886 raw data points analyzed. Based on these findings, this study defined a conceptual framework for understanding the motivations behind using beauty-related YouTube content. This framework is expected to serve as a foundation for future research, providing insights into why users engage with and continue consuming beauty-related YouTube content.