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http://dx.doi.org/10.12925/jkocs.2021.38.4.1093

The Influence of Beauty Influencer's Characteristics on Makeup Behavior and Color Cosmetics Purchase Intentionin Young Female Consumers aged 20-30s  

Park, A-Reum (Department of Cosmetology, Graduate School of Engineering, Konkuk University)
Lee, Jae-Nam (Department of Cosmetology, Graduate School of Engineering, Konkuk University)
Publication Information
Journal of the Korean Applied Science and Technology / v.38, no.4, 2021 , pp. 1093-1106 More about this Journal
Abstract
This study attempted to investigate the influence of a beauty influencer's characteristics on makeup behavior and color cosmetics purchase intention against young female consumers in their 20-30s, who are a primary target for beauty influencer marketing. It aimed to provide basic data which are helpful in promoting marketing and expanding markets for color cosmetics through beauty influencers. For this, a questionnaire survey was conducted. Among a total of 563 questionnaires distributed across Seoul and capital region, 531 copies were used for final analysis, and the results found the followings: In terms of age, factors affecting beauty influencers' characteristics differed depending on reliability and expertise. Specifically, reliability and communicative competence had a positive effect(+) on all makeup behavior while expertise revealed a positive influence on base makeup only. In color cosmetics purchase intention, a positive effect was observed in reliability, communicative competence and attractiveness. In particular, reliability showed the largest influence. Therefore, there should be continued efforts to maintain a long-term relationship with consumers through communication based on beauty influencers' characteristics and by delivering more diverse makeup and color cosmetics-related information in an open and honest fashion.
Keywords
Beauty Influencer; Makeup Behavior; Color Cosmetics; Purchase Intention; Reliability;
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