Earticle

초록

영어

This study attempted to investigate correlations between brand personality, brand emotion, and communication effects perceived by users toward beauty creators. For this, a questionnaire was performed among 850 users who watched videos from beauty creators from May 1 to August 31, 2019. A total of 699 responses were used for final analysis, and the results found the following: first, brand personality had a positive influence on brand emotion (β=.379, p<0.001) and communication effects (β=.424, p<0.001). When considering brand personality and communication effects, brand emotion revealed a direct and positive influence. Therefore, a positive emotion toward the beauty creator generates high cognition and interest in their videos and establishes product trust, which in turn evolves into loyal customers, exceeding purchase behavior and word-of-mouth effects. Therefore, if beauty creators keep developing high-quality content while preparing diverse plans which can increase domestic and foreign access, such contents can be useful in preparing strategic elements in the domestic beauty industry by bringing about a revitalization of K-beauty. It appears that this data could be used in planning business management strategies, such as differentiation and competitiveness improvements.

중국어

本文研究目的在于明确用户所了解的美容博主的品牌个性、品牌情感和沟通效果之间的关系。在2019年5月 1日至8月31日期间，以观看视频的850名用户为对象实施了问卷调查，其中51份为无法用作样本的问卷，因此 把剩下的799分问卷用作最终分析材料。经分析，研究结果如下。品牌个性对品牌情感(β=.379, p<0.001)和沟 通效果产生了积极的影响，而品牌情感在品牌个性和沟通效果之间产生直接而积极的影响。由此可以得出的 结论是对美容博主肯定的情感会引发对视频较高的认同感和兴趣，从而对所介绍的产品感兴趣并产生信任。 用户的这种心理变化不仅能够转化为购买行为，而且还能产生口碑效益，使用户称为博主的忠实顾客。因 此，如果美容博主能够持续开发富有个性的优质内容，并积极探索可提高国内外用户覆盖面的方法，那么不 仅能够拉动国内美容产业发展，而且还能掀起一股全新的韩国美容热潮，为国内美容产业战略性部署提供重 要参考，同时企业在培养差异化竞争力等制定经营战略时可用作基础性资料。

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 뷰티 크리에이터
2. 브랜드 개성
3. 브랜드 감정
4. 커뮤니케이션 효과
Ⅲ. 연구방법
1. 연구대상
2. 연구도구
3. 자료분석 방법
4. 연구의 가설
Ⅳ. 연구결과 및 고찰
1. 일반적인 특성
2. 측정의 타당도와 신뢰도
3. 연구가설의 검증결과
Ⅳ. 결론
참고문헌
中文摘要

키워드

저자

• 홍정미 [ Jung Mi Hong | 영산대학교 미용예술학과 겸임교수 ]
• 신라미 [ La Mee Sheen | 영산대학교 미용예술학과 겸임교수 ]
• 오수연 [ Soo Yeon Oh | 영산대학교 미용예술학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646