A Study on Consumers' Motivation, Satisfaction, and Purchase Behavior of Beauty Products on the YouTube Platform

A Study on Consumers' Motivation, Satisfaction, and Purchase Behavior of Beauty Products on the YouTube Platform

This study aims to explore the underlying motivations, satisfaction levels, and purchasing behaviors of consumers who use YouTube as a source of beauty product information and a medium for purchase. As digital platforms increasingly influence consumer decision-making, YouTube has emerged as a pivotal channel for beauty commerce, offering dynamic content through influencers, brand collaborations, and interactive features. To achieve this, a quantitative survey was conducted among South Korean women who had previously purchased beauty products through YouTube. The study employed multiple regression analysis to examine how demographic characteristics, usage motivations (such as entertainment, information-seeking, and social interaction), and user satisfaction affect actual purchasing behavior and future usage intentions. The results reveal that younger consumers report higher satisfaction with YouTube's ease of access, interactivity, and perceived informational quality, which in turn leads to greater purchasing activity. Conversely, older consumers-while purchasing less frequently-show stronger intentions to continue using YouTube as a beauty shopping platform in the future. Additionally, factors such as influencer credibility, content engagement, and digital trust emerged as significant predictors of both satisfaction and purchasing behavior. These findings suggest strategic implications for marketers and content creators aiming to optimize beauty-related content on YouTube. Building digital trust, enhancing content interactivity, and leveraging authentic influencer partnerships are key to fostering consumer engagement and long-term loyalty within the beauty commerce ecosystem.