중국 숏폼 화장품 광고와 인플루언서 특성이 구매행동에 미치는 영향

Effect of Chinese Short-Form Cosmetic Ads and Influencer Traits on Purchase Behavior

This study aimed to analyze the effects of short-form cosmetic advertisements and influencer at tributes on the purchasing behavior of Chinese consumers in their 20s and 30s. An online survey was conducted from November 27 to December 22, 2024, producing 812 valid responses. Factor analysis, reliability testing, correlation analysis, and multiple regression analysis were performed to examine the structure and interrelationships among the variables. The results indicated that short-form advertisements consisted of reliability, entertainment, and informativeness while influencer attributes comprised attractiveness, interactivity, expertise, and credibility. Purchasing behavior was categorized into rationality, impulsiveness, continuity, and economic value, with all factors demonstrating high validity and reliability. Both short-form advertisements and influencer attributes exerted significant positive effects on purchasing behavior, with influencer attributes showing particularly strong influence on the economic value. These findings suggest that short-form advertisements and credible influencers play a critical role in shaping brand perception and purchase decision-making among consumers in their 20s and 30s, emphasizing the need for cosmetic companies to strengthen customized marketing strategies utilizing these elements.