유튜브(YouTube) 뷰티 인플루언 서 속성이 콘텐츠 태도, 제품 태도, 구전의도, 구매의도에 미치는 영향 연구

초록

This study focuses on the marketing, advertising, and PR effects of YouTube, which has a growing influence in today's changing media environment and applies them to the beauty industry. In order to empirically verify the impact on intentions, a survey conducted of 208 adults. As a result of the study, First, In research question 1, the credibility, familiarity, and likability of YouTube creators have been shown to increase the attitude of YouTube beauty creator contents. Second, In research question 2, attempted to examine the relationship between YouTube creator attributes and product attitude. As a result of research, it found that the credibility and similarity of YouTube creator increased the attitude of YouTube beauty creator products. In Research Hypothesis 1, the hypothesis predicted that content attitude would increase product attitude, and the research hypothesis was supported. Third, In research question 3, attempted to see the relationship between contents attitude, product attitude, and word-of-mouth intention. As a result of the study, both contents attitude and product attitude showed a positive effect on word-of-mouth intention. Lastly, this study tried to verify the relationship between contents attitude, product attitude, and purchase intention. As a result of the study, it verified that both contents attitude and product attitude are positive variables affecting purchase intention. This research has verified the influence of various properties of the YouTube influencer, which is of increasing importance in the beauty industry today. In the field of research related to the properties of existing sources, advertising attitudes, and product purchase intentions, YouTube We believe that this study will also have practical implications as it expands the research base by applying influencers, and the results of this study are applied to marketing using YouTube influencers in the beauty industry.

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