Earticle

초록

영어

As the boom of technology dramatically changes our daily life, short video content on social media is experiencing a big explosion in China and beyond. These days，the content of short videos has been vertically subdivided, between video content itself and influencers who make them, which allows users to uncover many emerging trends in the industry. Many beauty product brands have crafted a marketing strategy of using short video content in promoting their products. Till now, a lot of research has been conducted on influencers who stream the videos, while research on consumers is still lacking. This study is one of the few that focuses on consumers. It aims at investigating the impact of beauty video characteristics (informativeness, entertainment, interaction, attractiveness and reliability) on their purchase intention, and to examine whether there is any difference in these variables between influencers and content characteristic in beauty videos. For this purpose, young Chinese women in their 20s who watch beauty short videos on social media were surveyed using an online questionnaire and then a total of 225 questionnaires statistical analyses were performed using software SPSS 27.0 is were retrieved from the respondents and were used for the analysis of the study. 　The following results were obtained from this study. First, among the subfactors of beauty content characteristics, informativeness, entertainment, and interaction had static effects on purchase intention. Secondly, further inputting the weblebrity characteristics in Model 2, the analysis results showed that the sub-factors of content entertainment and interaction, attractiveness and reliability of influencer had a positive impact on purchase intention. On the contrary, informativeness of content did not have a significant impact. 　The most noteworthy finding of this study is that if the characteristics (attractiveness and reliability) are introduced, the effect of informativeness on purchase intention will become meaningless among the content characteristics. This suggests that the reliability and attractiveness of the influencers are more important than the informational power of the content for Chinese women in their 20s in terms of their intention to purchase beauty products.

목차

1. 문제 제기
2. 구매의도에 관한 뷰티 영상의 콘텐츠 특성과 왕홍 특성 논의
3. 연구문제와 연구방법
3.1. 연구문제
3.2. 연구방법과 연구대상
Ⅳ. 분석결과
Ⅴ. 논의
참고문헌
Abstract

저자

• 이자준 [ YI, Zijun | 부경대학교 박사과정 ] 제1저자
• 비팅팅 [ BI, Tingting | 부경대학교 석사과정 ]
• 장벽월 [ ZHANG Biyue | 부경대학교 석사과정 ]
• 김주희 [ KIM, Ju hee | 부경대학교 석사과정 ]
• 한혜경 [ HAN, Hye kyoung | 부경대학교 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아시아문화학회 국제학술대회 [國際學術大會]

• 간기

  반년간

• 수록기간

  ~2022

• 십진분류

  KDC 910 DDC 950