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Effect of SNS Beauty Channel Usage Status and Perception on Purchase Intention: In the Case of Women in Their 20s
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SNS 뷰티 채널 이용실태와 인식이 구매의도에 미치는 영향 : 20대 여성을 대상으로

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Type
Academic journal
Author
Hye Ji Kim (유원대학교 뷰티케어학과 겸임교수) eun jin Im (유원(U1)대학교)
Journal
대한미용학회 대한미용학회지 대한미용학회지 제18권 제1호 KCI Accredited Journals
Published
2022.3
Pages
43 - 52 (10page)

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Effect of SNS Beauty Channel Usage Status and Perception on Purchase Intention: In the Case of Women in Their 20s
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Consumers make purchasing decisions based on the information produced by themselves on influentially-growing SNS, therefore SNS has had a strong ripple effect on the marketing field, and changes in the marketing field have also been observed. Therefore, the aim of this study is to identify the use status of SNS beauty channels and to determine the effect of the perception of beauty channels on purchase intention through conduct of a survey of women in their 20s with the highest beauty channel sensitivity. The use status of beauty channels showed that the primary reason for the main use of beauty channels was ‘getting the information you want quickly.’ In addition, the relationship between variables for the perception of beauty channels showed that usefulness, playfulness, and professionalism had a statistically significant positive relationship with purchase intention. The influence on consumers is increasing with the increasing use and influence of SNS. It appears that marketing will have to exert power in order to provide consumers the reliability of SNS beauty channels, given that they purchase the product because of its positive effect and that they do not purchase it because of its convincing advertisement. In addition, it appears that marketing will be in the limelight by highlighting the characteristics of SNS, including a rapid visual response, given that most consumers search for makeup products and make purchases on beauty channels.
#Purchase intention #SNS beauty channel #Usage status

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