Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Quasi-social Interaction on Intention of behavior of YouTube beauty content users

유튜브 뷰티콘텐츠 이용자의 준사회적 상호작용이 행동의도에 미치는 영향

  • Park, SuJeong (Dept. of Beauty Arts, Graduate School of Beauty Arts, Seokyeong University) ;
  • Yang, EunJin (Dept. of Hair & Make-up Design, Seokyeong University)
  • 박수정 (서경대학교 일반대학원 미용예술학과) ;
  • 양은진 (서경대학교 헤어메이크업디자인학과)
  • Received : 2020.12.05
  • Accepted : 2021.02.20
  • Published : 2021.02.28
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Abstract

YouTube has established itself as a major media platform. Businesses give more attention to YouTube's influence as marketing using the platform demonstrates positive effects. Accordingly, this study aims to look into how the quasi-social interaction of the users of beauty content on YouTube affect purchase behavior intentions and provide results as basic data for establishing an efficient marketing strategy. Quasi-social interaction exerted significantly positive influence on purchase behavior and purchase intention. This suggests that the stronger the quasi-social interaction becomes, purchase behavior and purchase intention get stronger. Therefore, strategies for facilitating marketing should be devised by increasing efficient quasi-social interaction according to user characteristics.

최근 동영상을 통해 이용자가 자유롭게 참여하고 정보를 공유할 수 있어 쌍방향 소통이 가능한 유튜브가 대표적인 미디어 플랫폼으로 자리 잡고 있다. 유튜브를 활용한 마케팅이 기업 차원에서도 긍정적인 효과를 나타내고 있어 그 영향력에 대한 관심도 증가하였다. 이에 본 연구는 유튜브 뷰티콘텐츠 이용자의 준사회적 상호작용이 행동의도에 미치는 영향을 연구하고 그 결과를 효율적 마케팅 전략 수립의 기초자료로 제공하고자 한다. 본 연구 결과에 따르면 준사회적 상호작용은 행동의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 이에 이용자의 특성에 따른 실효성 있는 준사회적 상호작용 확대 방안을 연구하여야 할 것으로 사료된다.

Keywords

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