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http://dx.doi.org/10.22156/CS4SMB.2020.10.09.251

Effects of YouTube Hair Beauty Content Usage Motivation and Reliability on Content Satisfaction and Continuous use Intention  

Lee, Young-jo (Dept. of Health and promotion, Dongduk Women's University)
Choi, Myo-Sun (Dept. of Health and promotion, Dongduk Women's University)
Jung, Ki-bbeum (Dept. of Health and promotion, Dongduk Women's University)
Oh, Seung-Hyun (Dept. of Beauty Art, Seokyeong University)
Ma, Eun-Jung (Dept. of Beauty Design, Wonkwang University)
Yun, Su-Mi (Dept. of Beauty Art & Design, Hansung University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.9, 2020 , pp. 251-261 More about this Journal
Abstract
The purpose of this research is to examine the relationship between motivation, reliability, satisfaction, and sustainability of YouTube content and suggest the implications needed for content consumption or production of beauty workers in the future as K-beauty's interest is increasing due to the global Hallyu craze, and beauty industry workers are also watching YouTube hair care content and exchanging the latest trends. The analysis methods included frequency analysis, factor analysis, reliability analysis, correlation analysis, and multi-recovery analysis. As a result, the correlation between the motivation for content use, reliability, satisfaction, and persistence was shown, the motivation for content use was statistically significant (+) and the impact of content reliability on YouTube content satisfaction and sustainability (a significant statistical+).
Keywords
Hair Beauty; YouTube; Content Motivation; Content Reliability; Content Satisfaction; Content Continuous Use Intention;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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