뷰티 동영상 특성과 몰입의 매개 효과가 구매 의도에 미치는 영향에 관한 연구

Abstract

Abstract As the boom of 5G technology dramatically changes our daily, short video content on social media is experiencing a big explosion in China and beyond. These days，the content of short videos has been vertically subdivided, between video content itself and influencers who make them, which allows users to uncover many emerging trends in the industry. Many beauty product brands have crafted a marketing strategy of using short video content in promoting their products. Till now, a lot of research has been conducted on influencers who stream the videos, while research on consumers is still lacking. This study is one of the few that focuses on consumers. It aims at investigating the impact of beauty video characteristics (informativeness, entertainment, interaction, engagingness, and reliability) on consumer immersion and their purchase intention, and to examine whether there is any difference in these variables between heavy and light users in China. For this purpose, young Chinese women in their 20s who watch beauty short videos on social media were surveyed using an online questionnaire and then divided into light or heavy user groups based on their usage. For the analysis, the statistical software SPSS 27.0 is used. A total of 224 questionnaires were retrieved from the respondents and are used for the analysis of the study. From the analysis, it is seen that young Chinese female users in their 20s do not rely on short beauty videos to get updated on beauty-related information, rather they use the videos more as a way of entertainment and recreation. More specifically, light users focus more on the communication exchange with the beauty short video streamers, while heavy users are more inclined toward the streamer’s personal charm and trust. Meanwhile, regarding the relationship between beauty video reliability and purchase intention, immersion did not act as a mediator between beauty video characteristics and purchase intention in the light user group, while statistically significant differences are noted in immersion in the heavy user group, indicating that personal trust in the video streamers affects users’ immersion and further drives users’ purchase intention. To sum up the findings, the rapid development of short videos in this era has provided tremendous marketing opportunities for the beauty industry; therefore, when promoting beauty products on short video platforms, there is the need to enhance the quality of short videos, focus on the factors that affect users’ immersion and purchase intention, improve the content of beauty videos and marketing models, and create an excellent marketing atmosphere in an active and persistent manner. Only in this way can beauty short videos maintain their competitive edge on short video platforms.

Keywords: Beauty video; immersion; purchase intention; light users; heavy users