Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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Effects of YouTube Hair Beauty Content Usage Motivation and Reliability on Content Satisfaction and Continuous use Intention

유튜브 헤어미용 콘텐츠 이용동기와 신뢰도가 콘텐츠 만족도 및 지속이용의도에 미치는 영향

  • 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)
  • 이영조 (동덕여자대학교 보건향장학) ;
  • 최묘선 (동덕여자대학교 보건향장학) ;
  • 정기쁨 (동덕여자대학교 보건향장학) ;
  • 오승현 (서경대학교 미용예술학과) ;
  • 마은정 (원광대학교 뷰티디자인과) ;
  • 윤수미 (한성대학교 뷰티예술학과)
  • Received : 2020.08.18
  • Accepted : 2020.09.20
  • Published : 2020.09.28
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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+).

본 연구의 목적은 전 세계적인 한류의 열풍으로 K-beauty의 관심이 높아지고, 뷰티산업 종사자들도 유튜브 헤어미용 콘텐츠를 시청하며 최신 트랜드를 교류하고 있어 유튜브 콘텐츠의 이용동기와 신뢰도, 만족도, 지속이용의도의 관계를 살펴 보고, 향후 뷰티 종사자의 콘텐츠 소비 또는 제작 시 필요한 시사점을 제시하기 위함이다. 분석방법은 빈도분석, 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석 등을 하였고, 그 결과 콘텐츠 이용동기, 신뢰도, 만족도, 지속이용의도 간 상호 정(+)의 상관관계가 나타났고, 콘텐츠 이용동기가 유튜브 콘텐츠 만족도, 지속이용의도에 통계적 유의하게 정(+)의 영향이 나타났으며, 콘텐츠 신뢰도가 유튜브 콘텐츠 만족도와 지속이용의도에 통계적 유의하게 정(+)의 영향을 나타나는 것을 알 수 있었다. 따라서 콘텐츠에 대한 질적 향상을 통해 차별화 된 유튜브 콘텐츠 개발 및 제작으로 뷰티산업 발전에 기여할 수 있는 계기가 되길 바란다.

Keywords

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