Earticle

초록

영어

This study aimed to examine the relationships among social comparison experience, self-satisfaction, and beauty product purchasing behavior on social media, focusing on consumers in their 40s and 50s. A total of 271 survey responses were collected and analyzed between September 1 and September 30, 2024. The analysis included frequency analysis, reliability testing, exploratory factor analysis, correlation analysis, and regression analysis. Additionally, the mediating effect of self-satisfaction was tested. The results revealed the following: Downward social comparison had a significant effect on self-satisfaction, whereas upward and lateral comparisons did not. Self-satisfaction significantly influenced purchasing behavior. Furthermore, lateral and downward comparisons had a meaningful impact on purchasing behavior, while upward comparison showed no significant effect. The mediation analysis indicated that self-satisfaction partially mediated the relationship between social comparison experience and purchasing behavior. These findings suggest that for consumers in their 40s and 50s, social comparison experiences on social media can shape purchasing behavior through self-satisfaction. Therefore, marketing strategies targeting this demographic should leverage emotional engagement, personalized products, and data-driven insights to strengthen brand loyalty and boost sales in the beauty product sector.

중국어

本研究以SNS使用者中40~50岁人群为对象,于2024年9月1日至9月30日收集并分析了 271份问卷资料.为验证社会比较经验, 自我满足感与购买行为之间的关系,采用了频率分析, 信度分析, 探索性因素分析, 相关分析以及回归分析,并进行了自我满足感的中介效应 分析.研究结果表明,社会比较经验中的向下比较对自我满足感有显著影响,而向上比较和 相似比较对自我满足感无显著影响.自我满足感对购买行为有显著影响.此外,社会比较经 验中的相似比较和向下比较对购买行为有显著影响,但向上比较对购买行为无显著影响.中 介效应分析结果显示,自我满足感在SNS社会比较经验与购买行为之间起部分中介作用.本研究的结果表明,若能结合40~50代SNS使用者的消费者心理制定营销战略,利用共鸣信息, 定制产品, 情感连接以及数据分析等方式,将成为增强美容产品品牌忠诚度及提高销售额的重要因素.

목차

Abstract
I. 서론
II. 이론적배경
1. SNS 사회비교 경험
2. 자기만족
3. 구매행동
III. 내용 및 방법
2. 조사대상 및 자료수집
3. 측정도구의 구성
4. 자료분석
IV. 결과 및 고찰
1. 일반적 특성
2. SNS사회비교경험, 자기만족, 구매행동의 타당도및 신뢰도
3. 상관관계 검증
4. SNS사회비교경험이 자기만족에 미치는 영향
5. 자기만족이 구매행동에 미치는 영향
6. SNS사회비교경험이 구매행동에 미치는 영향
7. SNS사회비교경험과 구매행동의 관계에서 자기만족의 매개효과
V. 결론
참고문헌
中文摘要

키워드

저자

• 정지은 [ Ji Eun Joung | 부산여자대학교 미용과 겸임교수 ]
• 이지현 [ Ji Hyun Lee | 부산보건대학교 글로벌뷰티계열 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