Earticle

초록

영어

This study aims to explore the underlying motivations, satisfaction levels, and purchasing behaviors of consumers who use YouTube as a source of beauty product information and a medium for purchase. As digital platforms increasingly influence consumer decision-making, YouTube has emerged as a pivotal channel for beauty commerce, offering dynamic content through influencers, brand collaborations, and interactive features. To achieve this, a quantitative survey was conducted among South Korean women who had previously purchased beauty products through YouTube. The study employed multiple regression analysis to examine how demographic characteristics, usage motivations (such as entertainment, information-seeking, and social interaction), and user satisfaction affect actual purchasing behavior and future usage intentions. The results reveal that younger consumers report higher satisfaction with YouTube’s ease of access, interactivity, and perceived informational quality, which in turn leads to greater purchasing activity. Conversely, older consumers—while purchasing less frequently—show stronger intentions to continue using YouTube as a beauty shopping platform in the future. Additionally, factors such as influencer credibility, content engagement, and digital trust emerged as significant predictors of both satisfaction and purchasing behavior. These findings suggest strategic implications for marketers and content creators aiming to optimize beauty-related content on YouTube. Building digital trust, enhancing content interactivity, and leveraging authentic influencer partnerships are key to fostering consumer engagement and long-term loyalty within the beauty commerce ecosystem.

목차

Abstract
1. Introduction
2. Theoretical Background and Literature Review
2.1 The uses and gratifications theory
2.2 The Role of YouTube in Beauty Consumer Behavior
2.3 Motivations, Satisfactions and Purchase Intentions for Beauty Products on YouTube
3. Methods
3.1 Survey Sample
3.2 Operational Definition and Statistical Analysis
4. Results
4.1 Factor Analysis Result
4.2 The Impact of Demographic Variables and Motivation on Satisfaction
4.3 The Impact of Demographic Variables, Motivation and Satisfaction on Actual Purchase and Intent to use YouTube for Beauty Product
4.4 A Path Analysis of the Beauty Product Consumption on the YouTube platform
5. Conclusions and Discussion
References

키워드

저자

• Haeng-Eun Kim [ Researcher, Center of BDSI, Korea University, Korea ]
• Sung-Tae Kim [ Professor, School of Media & Communication, Korea University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380