Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The effect of beauty information characteristics in SNS environment on consumer attitudes and loyalty of high school students

SNS 환경에서의 뷰티정보특성이 고등학생 소비자 태도와 충성도에 미치는 영향

  • Na, Yun-Young (Department of Beauty art, Culture, Art and Physical College, Honam University) ;
  • Kim, Il-Shin (Department of Dental Hygiene, Health Science College, Honam University) ;
  • You, Hyeon-Gyeong (Department of Beauty art, Honam University Graduate School)
  • 나윤영 (호남대학교 문화예술체육대학 뷰티미용학과) ;
  • 김일신 (호남대학교 보건과학대학 치위생학과) ;
  • 유현경 (호남대학교 대학원 뷰티미용학과)
  • Received : 2021.10.27
  • Accepted : 2021.12.20
  • Published : 2021.12.28
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Abstract

The purpose of this study was to investigate the relationship between the characteristics of beauty information in the SNS environment and consumer attitudes and loyalty of high school students. The subjects of this study were high school students residing in Gwangju, and a total of 375 copies were used for the final analysis. The collected data were analyzed using SPSS V.21.0 program. Summarizing the study results, interactivity and usefulness were key factors in the relationship between beauty information characteristics and high school students' attitude and loyalty in the SNS environment, and information provision, playfulness, and vitality were derived as major factors. Based on the above result rule, it is expected that it will be used as a data for presenting the direction for collecting the correct information in the SNS use of teenage consumers and establishing marketing strategies for beauty companies.

본 연구는 SNS 환경에서의 뷰티정보특성과 고등학생 소비자 태도 및 충성도 간의 인과관계를 규명하고자 하였다. 연구대상자는 광주에 거주하는 고등학생을 대상으로 설문을 진행하였으며, 총 413부 중 신뢰성이 떨어진다고 판단되는 38부를 제외한 총 375부를 최종 분석에 사용하였다. 수집된 자료는 SPSS V.21.0 프로그램을 사용하여 분석하였다. 연구 결과를 종합해 보면 SNS 환경에서의 뷰티정보특성과 고등학생 소비자 태도 및 충성도의 관계에 있어 상호작용성과 유용성이 핵심요인이며, 정보제공성, 유희성, 생동성이 주요한 요인으로 도출되었다. 이상의 결과를 바탕으로 10대 소비자층의 SNS 이용에 있어 올바른 정보수집을 위한 방향 제시와 뷰티기업의 마케팅 전략수립을 위한 자료로 활용될 것으로 기대한다.

Keywords

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