유튜브 뷰티 채널에서 화장품 구매의도에 미치는 영향요인 분석

Abstract

The purpose of this study is to analyze the purchase intention of viewers on YouTube beauty channels. Because YouTube is a powerful communication channel among interested groups, it can be used for commercial purposes. The research model of this study was suggested on the basis of previous research papers. The research model used reply, informativeness, interactivity, bond, playfulness, homogeneity as independent variables, trust, satisfaction as mediating variables, and purchase intention as a dependent variable. In order to identify the affecting factors of purchase intention. web questionnaires were distributed to viewers who frequently used YouTube beauty channels. 254 data except for incomplete ones were used for analysis. The results of this study is the followings: (1) The popularity of comments on YouTube beauty channels has a positive effect on audience trust, satisfaction, and purchase intention. (2) Satisfaction and trust positively affect purchase intention. (3) Interactivity on YouTube beauty channels do not positively affect audience satisfaction and trust purchase intention. Several implications are carefully suggested.