뷰티정보 만족도 및 활용에 있어 소셜 인플루언서의 영향력에 관한 연구

• 영문명: The Influence of Social Media Influencers’ Properties on Satisfaction with Aesthetic Information and Intention to Use
• 발행기관: 한국인체미용예술학회
• 저자명: 유제이(Je-I You) 송태임(Tae-Im Song)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제22권 제1호, 117~131쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2021.03.20

영문 초록

As the cosmetology market has recently expanded, the importance of influencer-based marketing has been emphasized because of the advent of diverse kinds of media. Under these circumstances, this study attempted to investigate the effects of influencers’ attributes on viewers’ satisfaction with cosmetology content and examine the purposes of using such content experientially. For this, an online questionnaire was performed among a total of 428 adults. The collected data was analyzed by structural equation modeling, and the results found the following: In terms of factors affecting viewers’ satisfaction for cosmetology content, a statistically significant influence was found in ‘influencer’s reliability’, ‘influencer’s freshness’, and ‘influencer’s attractiveness’. Through empirical analysis, the study results identify what aspects should be focused on during diverse influencer-based marketing activities in the cosmetology industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

뷰티콘텐츠 소셜 인플루언서 만족도 뷰티콘텐츠 의도 Beauty Content Social Influencer Beauty Content Satisfaction Beauty Content Intention