Earticle

초록

영어

This study aimed to empirically analyze the impact of beauty advertising types on engagement and behavioral intention, focusing on Instagram, a social media platform. To this end, an online and offline survey was conducted from June 2 to June 20, 2025, targeting women in their 20s and 30s residing in Daegu and North Gyeongsang Province. A total of 207 responses were used for final analysis. The collected data were subjected to frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 27.0 statistical software. The results showed that, first, native advertising generated the highest response, with moderate engagement and relatively high behavioral intention. Second, retargeting and influencer advertising had a significant positive effect on engagement and behavioral intention. Therefore, this study suggests the importance of strategically utilizing advertising types that encourage consumer engagement, and can serve as a practical baseline for the effective design of SNS-based beauty advertising.

중국어

本研究旨在以SNS平台中的照片墙(Instagram)为中心,实证分析美容广告类型对参与 度和行为意向的影响.为此,针对居住在大邱及庆尚北道地区的20-30代女性,于2025年6月2 日至6月20日期间进行了线上及线下问卷调查,并最终将共207份应答用于分析.使用SPSS 27.0统计程序对收集的数据进行了频率分析,因子分析,信度分析,相关分析及多元回归分 析.研究结果表明,首先,原生广告的反应最高;参与度处于中等水平,但行为意向相对较 高.其次,重定向广告和网红广告对参与度产生了显著的正向(+)影响,并确认其对行为意 向也产生了积极影响.因此,研究暗示了战略性地运用能诱导消费者参与的广告类型的重要 性,并且本研究可作为SNS平台美容广告有效设计的实践基础资料.

목차

Abstract
I. 서론
II. 이론적 배경
1. 인스타그램 광고유형
2. 인게이지먼트
3. 행동의도
III. 연구내용 및 방법
1. 연구문제
2. 연구대상 및 자료수집
3. 측정도구
4. 자료분석 방법
IV. 결과 및 고찰
1. 인구통계학적 특성
2. 뷰티 인스타그램 광고 유형, 인게이지먼트, 행동의도의 기초 분석
3. 뷰티 인스타그램 광고 유형, 인게이지먼트, 행동의도의 상관관계
4. 뷰티 인스타그램 광고 유형이 인게이지먼트와 행동의도에 미치는 영향
V. 결론
참고문헌
中文摘要

키워드

저자

• 강정임 [ Jeong-Im Kang | 가톨릭상지대학교 글로벌뷰티케어과 조교수 ] 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