SNS특성이 뷰티소비자의 몰입, 자발적 행동에 미치는 영향

• 영문명: Analysis on the Influence of the Characteristics of Social Media Information on Beauty Consumers’ Commitment and Vountary Behavior: Focusing on high school girls in Gwangju Metropolitan City
• 발행기관: 한국인체미용예술학회
• 저자명: 정은지(Eun-Ji Jeong) 나윤영(Yun-Young Na) 조고미(Koh-Mi Cho)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제21권 제1호, 155~169쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2020.03.20

영문 초록

This study investigates the effects of the characteristics of social media information on beauty consumers’ commitment and voluntary behavior and determines causal relationships among variables. For this, a self-administered questionnaire survey was performed among high school girls in Gwangju Metropolitan City from April 10 to 30, 2018 (21 days). A total of 500 questionnaires were distributed, and 410 copies were collected. Excluding 14 poorly answered ones, 396 copies were used for analysis. The collected data were analyzed by SPSS WIN 21.0. For hypothesis testing, frequency analysis, multiple response analysis, exploratory factor analysis, Cronbach’s alpha, independent sample t-test and one-way ANOVA were performed. For post-hoc testing, Duncan’s test, correlation analysis, multiple regression analysis and mediated regression analysis were carried out. The study results found the following: First, the characteristics of social media information had a partially positive influence on beauty consumers’ commitment with statistical significance (p<.05). In other words, the hypothesis ‘the characteristics of social media information have a positive effect on beauty consumers’ commitment’ was partially supported. Second, the characteristics of social media information had a partially positive effect on voluntary behavior with statistical significance (p<.05). In other words, the hypothesis ‘the characteristics of social media information have a positive effect on beauty consumers’ voluntary behavior’ was partially verified. Third, beauty consumers’ commitment had a positive influence on voluntary behavior with statistical significance (p<.001). The study results confirmed that the characteristics of social media information have a positive effect on beauty consumers’ commitment and voluntary behavior. In beauty consumers’ commitment and voluntary behavior, interactivity was the most critical factor. The study results confirmed that the characteristics of social media information have a positive effect on beauty consumers’ commitment and voluntary behavior.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

웹기반 사회관계 서비스 사회매체정보 뷰티 소비자 몰입 자발적 행동 SNS Social Media Information Beauty Consumer Commitment Voluntary Behavior