Earticle

초록

영어

This study aims to theoretically examine the effects of YouTube-based beauty content on consumer makeup behavior, with a focus on prior domestic research. With the recent expansion of one-person media, beauty YouTubers have emerged as key communication agents who influence consumer decision-making beyond merely providing information. Accordingly, this study systematically reviews the impact of various factors — including characteristics of beauty content (informativeness, entertainment value, and credibility), influencer attributes (authenticity, familiarity, and similarity), as well as parasocial interaction and fandom-on consumer makeup behavior, such as product selection, purchase intention, changes in usage patterns, and word-of-mouth behavior. The results indicate that the informativeness and credibility of content have significant effects on purchase intention and continued usage intention. In addition, influencer attributes influence behavioral intentions through mediating varibles such as attitudes toward content and products. Furthermore, parasocial interaction is identified as a critical factor that affects not only the formation of relationships between consumers and creators but also actual makeup practices. This study is meaningful in that it theoretically clarifies the process by which beauty YouTube content goes beyond simple information delivery to influence consumers, actual makeup behavior.

목차

Abstract
I. 서론
1. 연구배경과 목적
2. 연구가설
II. 이론적배경
1. 콘텐츠 특성과 소비자 반응
2. 인플루언서 속성과 태도 매개 효과
3. 준사회적 상호작용
4. 메이크업 수행 변화 개념
III. 연구설계
1. 연구모형
2. 변수의 조작적 정의
3. 연구방법
IV. 연구결과 및 고찰
V. 결론 및 제언
Reference(참고문헌)

키워드

저자

• 고아라 [ Go A Ra | 대전과학기술대학교 뷰티디자인계열 조교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국뷰티아트학회지 [KOREA BEUTY ART SOCIETY]

• 간기

  연간

• pISSN

  1738-0839

• 수록기간

  2003~2025

• 십진분류

  KDC 593 DDC 646